NEW YORK: BCW has introduced a federal government solutions unit that offers government agencies strategic communications, branding, marketing and digital campaigns.
The unit within the agency’s public affairs and crisis practice is the culmination of decades of BCW work with various agencies across the federal government, including the Department of Veterans Affairs and Department of Commerce. BCW was also part of the integrated Team Y&R which handled the work on the 2020 Census.
Working with government agencies includes the added challenge of reaching wide swaths of a diverse population, including non-English speakers, according to Dan Doherty, BCW EVP North America public affairs and crisis practice lead.
“Partnering with government agencies is critically important right now as we emerge from the COVID-19 pandemic and work toward economic recovery,” Doherty said. “Government agencies have an essential role to play in helping everybody get back on their feet.”
Federal Government Solutions includes hyper-local capabilities through teams in every media market and congressional district in the country and a polycultural approach to reach diverse stakeholders through relevant campaigns that promote inclusion and diversity.
The team at BCW is focused on using data to inform government agencies about the habits of the American public, from their social media and computer usage to which traditional media outlets they watch.
One of the biggest challenges facing government agencies is disinformation and misinformation.
“Data plays a key role in understanding target audiences and what other forces are out there that may be interrupting those credible information streams,” Doherty said. “One thing we see in terms of media is people are very focused on local media when it comes to issues around government services.”