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What we do

Public relations

Public relations is primarily directed toward gaining public understanding and acceptance. PR usually deals with issues rather than products or services, and organisations use it to build goodwill and mutual understanding with various audiences or ‘publics’, as they are known in PR-speak. These publics might be customers, clients, employees, shareholders, community neighbours, business partners, government regulators, the media and others.

At MacLean Communications we approach public relations from a strategic perspective. What do you want people to do? It normally starts by building effective relationships. We identify and prioritise the influencers and the people you need to talk to, your important messages and essential communication or marketing goals, as the first steps in crafting a plan of action that will deliver results.

Developing public relations strategies requires good research and analysis, a large dose of creativity, good judgement and clear objectives that focus on people to deliver the desired outcomes. We have a sound knowledge of public relations theory and practice and can identify and apply the tactics and strategies that are appropriate for different situations.

Strong and responsible news media are an essential part of an open and democratic society. Our experience in the news media and as media representatives for organisations has given us the skills to deal with high profile media issues. We are able to develop a good rapport with reporters and can help our clients to work with the media to ensure their story is told.

Our areas of expertise include:

Writing and editing

Whether it's a media release, magazine article, book or brochure, we can write it.

Once the strategy has been agreed and the designs approved, most communication relies on words. We write in a clear and easy-to-read style. We use plain language that people can understand the first time they read it. That increases understanding and, more importantly, decreases mis-understanding. We always keep an eye on what the writing it supposed to achieve — who is it for and what do you want them to do with it?

We adapt our writing style to the audience and media. We specialise in journalism and writing for the web where space is at a premium and we need to use as few words as possible. However, we also write much longer publications, where there is a lot of information or complex ideas to communicate, and make them readable and interesting. We can write everything from magazine articles and reports, to large specialist documents and books.

Once we have written the material we can also edit it. We work as a team and edit each other's work ruthlessly. We’re fussy about the best way to say things and insist on good grammar and style. We also edit documents other people have written and bring fresh eyes to the writing.

However, we are not limited to printed or online material. We can also write video and radio scripts, and include these in multimedia communications.

Marketing communications

We are very consumer and customer focused and enjoy the challenge of matching an organisation's products or services with its customers' needs.

Many businesses with a strong sales focus treat ‘PR’ as an off-shoot of marketing where they get stories about themselves in the media, which they consider to be like ‘free advertising’. Of course, it's not really free — someone has to write the releases and distribute them to the media — but it can have more credibility than advertising and helps to reinforce branding programmes. A reporter or editor has decided that the story is interesting enough to publish, which is a form of independent third-party endorsement.

When we handle a client's marketing communications we start with a plan that includes their marketing or sales objectives — if we don't know what they are trying to achieve then we won't know whether we have been successful or not. If they don't have such a plan we can help them prepare one. Once the objectives are agreed, we will write their marketing copy, engage a designer to develop the materials, get it produced and distributed, organise advertising and deal with the reporters to get stories in the media.

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public relationsmarketing communicationswriting & editing