For major programs, our client will likely have a public relations plan in place to support the initiative – Account teams should approach clients to determine ability to merchandise program to media – Main thrust of the effort should be to convey scope and uniqueness of client program, but acknowledging and promoting Frankel’s role in its creation/execution If client allows, appropriate account team/ISG should draft release or develop key messages that communicate details of the program Content should include how the program solves the client’s business problem/objective. Never divulge proprietary business or marketing objectives or competitive information. How does the program build the brand? Do include appropriate strategies, unique consumer insight(s), objectives, program elements and tactics. – Once drafted, release should be submitted to Corporate Communications – Quote (client/Frankel) Corporate Communications will review the release and work with account team to obtain final client approval – Once approved, Corporate Communications will submit to appropriate media outlets and determine interest Some additional considerations should be taken into account for this type of announcement – Timing is key—release should be issued before the start of a program (at least a week), otherwise the program is viewed as “old news” and will have little media appeal – Goal of this type of announcement is to showcase the work done for the client – On occasion, a reporter will call for a quote or to uncover more information about the program - All media inquiries should be directed to Corporate Communications - Goal is to promote the client; Corporate Communications will uncover reporter’s needs and encourage interview with primary client; on occasion, a Frankel team member will be interviewed as well

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