Best Practices

Airfoil’s Higher Thinking is facilitated by our core practices of speed, process and measurement. By the time a new client selects Airfoil as its agency, we already have an informed understanding of its business and objectives. We’re ready to roll from day one, delivering well-formulated, targeted communications that speed the company’s products and services to market.

Meticulous Research

Our short learning curve and deep client knowledge result from our meticulous research. Through our proprietary systems for studying a company’s position in the marketplace and perception by the media, coupled with a structured series of in-depth conversations with client executives, we create a plan that is shaped to the specific business goals of each client and to each of the client’s programs. Derived from our research, the plan is based on a framework that furnishes key messages segmented by audience that will be used in all forms of communications on behalf of the client.

Master Planning

For every account we maintain a master plan, reflective of the best practices offered by leading business-process consultants. The master plan, detailing all work in progress as well as performance metrics, is supported by sub-plans developed for individual projects that support the program.

Impeccable Execution

Airfoil is noted not only for its inventive and well-considered strategies but also for its impeccable implementation of PR projects. Often we work in local communities across the nation on behalf of national brands. At other times we guide client communications associated with tradeshows and conferences, earning speaking engagements that position our client as a thought leader. We have built a reputation for extremely effective media and analyst tours, often as part of our wide-ranging support of product introductions.

Measuring Results

Clients have benefited from our record of success in gaining industry and community awards as well as other recognition for their work. That recognition—along with the acknowledgement of the return on investment received by the client—is based on measurement. In our planning process, we project the anticipated range of results, and subsequently we measure the actual impact against those expected milestones. Often we survey target audiences to determine how much we have moved the needle and to lay the groundwork for future program phases. Further, through semi-annual surveys, we measure in detail our client’s satisfaction level with Airfoil and pinpoint any areas where improvements should be made.

All these best practices have generated extensive appreciation of Airfoil as one of the profession’s top independent PR firms and as a rewarding place for both clients and professional staff.