MLG helps clients help themselves

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

media exposures.

'Ultimately the goal is to put the company on a path toward PR

self-sufficiency,' said Cioffi.

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