Virtually
all public relations/communications companies offer the same services.
Some by different names, some by bringing new technology to bear on
old problems. What makes the companies different is their philosophies,
which in turn is reflected in how they go about the business of serving
their clients.
The philosophy of MacDonald & Co. can be stated in a few, simple
axioms:
WE
want a few good clients whom we can serve with dedication and innovation.
WE
don't want to grow for the sake of growth. Quality is often the
first casualty of growth.
WE
must maintain quality in everything we do. Without it we cannot
achieve our personal and corporate objectives.
WE
want to be able to say "We know," rather than "We
think." That means research is important in both formulating
strategies and measuring progress.
WE
will be loyal to our clients. Beyond eschewing conflicting business
and maintaining the integrity of sensitive information, we are committed
to our clients' businesses. That means working as long and as hard
as they do, buying their products ahead of all others and looking
out for their interests at all times.
WE
need to keep our perspective. Intimacy with a client's business
is absolutely essential. But not being swallowed up by it is equally
important. Much of our job involves relating our clients' messages
to the outside world, but some of it also means reflecting the outside
world back to our clients. We cannot be effective delivering the
message if we don't understand the audience.
WE
know when to say "No." We will never be accused of recommending
a program or strategy because it benefits us. Rather, there will
be times when we will say, "No, you don't need to spend money
on that," or, "No, you don't need us to do this."
It is better business for our clients and, ultimately, better business
for us.
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