Public Relations & Crisis Communications

Deliverables Overview

Internal Communications Framework

Purpose: Ensure internal stakeholders—employees, leadership, partners, and affiliates—receive timely, accurate information during a crisis or major organizational change.
Deliverables Include:

• CEO/Leadership statements or memos outlining key issues and next steps.
• Internal FAQs, talking points, and email templates to maintain message consistency.
• Internal “situation updates” distributed through digital or intranet channels.

External Communications & Media Relations

Purpose: Manage the flow of information to the public and media outlets to protect reputation, control narratives, and ensure factual accuracy.
Deliverables Include:

• Press releases and holding statements prepared for immediate release.
• Spokesperson training and media Q&A preparation.
• Real-time media monitoring and response coordination.
• Public statements for websites and social channels.

Leadership Talking Points & Stakeholder Briefings

Purpose: Equip boards and investors with consistent, approved messaging for all interactions with stakeholders, partners, and media.
Deliverables Include:

• • Briefing documents outlining narrative frameworks and response tone.
  • FAQs addressing sensitive issues or anticipated questions.
  • Rapid-response message maps for emerging situations.

Monitoring & Response: 

Purpose: Real-time data and sentiment tracking to guide ongoing adjustments.

• Mainstream and Social Media monitoring provided to client in real-time.
• Recovery & Reporting: Post-crisis evaluation informs future preparedness and public confidence restoration.

Long-Term Reputation Management

Purpose: Build lasting trust through strategic storytelling and consistent engagement after a crisis subsides.
Deliverables Include:

• Ongoing media outreach to highlight progress and corrective action.
• Digital and social campaigns to rebuild confidence and reinforce mission-driven messaging.
• Quarterly sentiment tracking and media analysis.
• Community engagement and stakeholder reintroduction plans.

Corkboard Concepts’ Approach To Data & Analytics

Data and analytics is the foundation of our approach to assisting our clients with effectively reaching and understanding their target audience. A dog care franchise was expanding rapidly; seeing about 100 new customers a month and quickly growing into new locations. Their established brand presence helped to bring in new customers in already chartered markets. However, the same could not be said for new franchise markets where standard digital targeting tactics were not having the same success.

Corkboard began to analyze the customers in the already established locations and began to take a look at their online behaviors leading up to their purchases in these specific geographic regions. After this analysis, we modelled an audience based off of the customers’ purchasing behaviors, both online and in-store, to create a lookalike audience that could be applied to the franchise locations.

After utilizing this lookalike audience, we saw a 5x increase in efficient digital advertising spend in the franchise locations and furthermore, an increase in the already established locations. Using this initial consumer behavior analysis and then constructing effective targeting from that, is a seamless process that allows for better business decisions and overall successful campaigns.