An effective strategic communications program starts with comprehensive opinion- and fact-based research to understand how (and why) an organization is viewed by internal and external audiences, including consumers and the general public. The PBN Company designs, conducts and oversees sophisticated opinion research programs, including focus groups, polling, executive interviews, competitive market analysis, secondary research and special investigations. This research becomes the foundation upon which all communications programs are based and, equally important, judged for their effectiveness and value over time.

The PBN Company translates this research into a workable, action-oriented communications plan for our clients. The plan becomes our clients' roadmap for achieving their important business objectives. The PBN Company's strategic communications plans include:

• A statement of the company's mission;
• A definition of the company's strategic communications objectives and goals;
• Identification of all target audiences — internal and external;
• Specific communications programs for each target audience;
• A timeline for program implementation;
• Resources, both within and outside the company, needed for successful program execution;
• A detailed budget; and,
• Benchmarks and other evaluative standards for judging the program's effectiveness.

The PBN Company works with our clients to ensure that the program is successfully executed. Many times this includes developing the company's communications capabilities, including recruiting and training key personnel.