SAN FRANCISCO: As more and more companies are cutting PR retainers
and even forgoing outside counsel altogether, at least one San
Francisco-area agency has devised a new way to profit from the
The Medialink Group (MLG), a boutique public relations firm based in
Marin County, CA, has created a training program designed to help
companies develop an effective in-house PR effort.
'The idea is not to replace the work of a traditional agency, but to
download all of our knowledge and in-sights to a company that just can't
afford to hire a full-service firm right now, especially in this
economic downturn,' explained MLG founder and president Frank Cioffi, a
former TV news producer and wire service reporter.
Cioffi emphasized that traditional, campaign-oriented client work still
accounted for 90% of his agency's business.
The program, which entails a series of on-site visits for training and
counseling purposes, along with guidelines, templates and suggested
action items, aims to help companies increase the number and quality of
'Ultimately the goal is to put the company on a path toward PR
self-sufficiency,' said Cioffi.