At LatAm Intersect, we have developed an exclusive and personalized methodology to connect our clients with relevant topics. We are proactive: we don’t wait for content to find us, we create it in an innovative and engaging way.
The Proactive Press Office (PPO) is an innovative practice that we carry out to identify trends and topics of interest for our clients. Daily, we review news on various portals, evaluating risks and opportunities, to create new content and long-term activities. After research in local media and social platforms, we identify what’s trending in the sector. For example, when searching for information about AI’s impact on HR, we identify the most recurring headlines and the most relevant and specific data for the topics to be explored. We look for patterns, significant events, and mentioned studies, going from general to specific. We stay updated with news to generate conversations and maintain audience interest.
We use updated data that adds value to the story we want to tell. We define a unique hook to approach the topic, standing out with a differentiated perspective. This means that we will worry about always being ahead of the media, anticipating needs and identifying risks and opportunities for clients. Daily proactive thinking includes specific rituals, such as media monitoring and associating the client with the day’s news. In this way, the LatAm Intersect team will request comments from spokesperson(s) via audio, video, or written form, approval of articles based on the proposed topic(s), or approval of new press releases as a way to reflect the client’s expertise regarding selected facts in the media.
LatAm Intersect’s mission is to quickly initiate a conversation with your clients in this connected world. We will discover, create, and expand your business, always with an innovative and proactive approach. What are you waiting for?
The implementation of a genuinely proactive press office (PPO) is a distinctive and non-negotiable foundation of our services throughout the region. In fact, it is the basis of the entire client relationship. It represents the institutionalization of a practice of being “ahead” of the media, anticipating their needs, signaling risks and opportunities for the client and – most importantly – fully exploring it every day.
Daily Proactive Thinking Like all belief systems, the practice of daily proactive thinking is initiated through the practice of specific daily rituals – including media tracking between 9am and 9:15am, identifying risks and opportunities, associating the client with the day’s news.
An agency’s ability – to interpret the world for its clients, always approach it with a point of view, an actionable insight, a recommendation, and an opinion about what certain developments might mean for a brand… every day – makes all the difference.
Your Daily Dose: Specific actions and products that LatAm Intersect delivers daily include: Anticipating proactivity issues, providing ‘intelligence’ to the client (actionable insights, as opposed to non-prescriptive ‘intelligence’) Integration – from traditional to digital and vice versa, daily, intuitively Operational excellence – repeated and codified actions to allow attention to be directed to more strategic issues and opportunities
Management of announcements, content, media relations, logistics Forwarding, tracking, and follow-up resource Competitive monitoring and follow-up Sector monitoring, follow-up, and proactive guidelines
Our PPO process is defined based on two insights: Modern PR Company The nature of internal functions makes it increasingly difficult for public relations managers, CCOs, and CMOs to see the world in a genuinely objective and intelligent way. Communication professionals are dominated and pressured by their internal clients, whose consideration for the world is limited to their specific offering. A modern public relations company must mitigate this environment and provide clients with objective insights, information, and actions about the world, whether they relate to media opportunities or beyond.
News is Diminishing “News” is increasingly defined by brands and consumers acting individually or collectively. Today, a brand’s potential to define and own the media agenda is practically zero; its only chance of engagement is to form part of other people’s stories (the so-called Big Circle, as described here). The agency’s role is to identify relevant conversations, assess the risks and opportunities of each one, and propose a strategy to engage them on behalf of the brand.
PPO is a Daily Process PPO is a daily process that sustains a deeper truth: agencies must interpret the World for their clients. In a media environment defined by (traditional) media consolidation and a digital environment dominated by ad blockers, a brand’s ability to identify and become part of other people’s stories sets them apart. In effect, public relations companies are becoming ‘news brokers,’ what differentiates the good ones is their ability to anticipate, identify in real-time, and respond to the day’s news, just like financial brokers, before the competition.
Your agency may recognize this, they may even implement it in an ad-hoc manner, but with LatAm Intersect, this is a true system of our beliefs – proactivity every day is part of who we are.