A New Way Of Looking At Public Relations.

Sidney Maxwell Public Relations believes that now is the ideal time to move beyond “accepted” processes and models that are benchmarks of public relations, and delve into new frontiers—and try something a bit different.

It's not enough for agencies to connect the dots anymore. We need to work with clients to draw the dots, analyze how the line and dots are being designed and look not only at the finished product but how inputs and outputs affect stakeholders throughout the process. Or to complete the analogy, how the dots form a line.

The Sidney Maxwell PR Model
Looking at our business model differently requires an ability to look at other businesses that are deemed “successful” or “innovative”—and then taking the components that can best be integrated into the same old, same old.

If you look at a coaxial cable strand, there is always a core middle cable that is wrapped by several other thinner yet equally important cables. They might not be as wide or as significant to the naked eye, but their functions are paramount for making the entire piece of cable operate to its fullest capacity.

What a great way to look at the function of public relations.

The new age of public relations should require counselors to not only keep an eye on initial deliverables within marketing and communications departments (the center cable), but those operations of all related departments.

The center cable follows the traditional public relations course of action; that doesn’t change.

But the outside strands represent the operational business processes that are interconnected to what we, as practitioners, do for clients.

• The results we drive have a direct impact on operations teams, finance departments, salesforces, the C-suite, front-line client contacts and a host of others.
  
  
• The client gets an account team whose counselors are smarter about the client's business in addition to the business of public relations.
  
  
• We can handle the active and passive objections from the media as if we were an extension of your employee base.
  
  
• We become smarter for other clients, and seek out ways to help other clients learn and benefit from one another.
  

The inputs and outputs of an agency should affect—and potentially coincide with—the inputs and outputs of a client.

Perhaps as important, we implement this model at a fraction of the cost of traditional agencies.