BO'NAFIDE Communications Inc. views clients' goals from a broad perspective, finding strong and defensible positions for their products and services.

BCI specializes in the professional management of public, government and media relations projects. We provide a full range of services, including:

• Write, edit and supervise production of written materials such as media releases, newsletters, brochures, speeches and advertising copy
• Develop news media relations, including general distribution of newsworthy information to the print and electronic media and the business/trade press
• Create and manage marketing and public information programs for business, trade or industry associations, as well as the not-for-profit sector
• Identify and prepare issues/crisis management plans … Develop and refine corporate images, ensuring each audience's perceptions match the reality of the client's organization … Prepare corporate and promotional videos and the overseeing of their production
• Undertake communications-related audits
• Initiate sponsorship opportunities and develop programs related to them
• Co-ordinate event and special meetings
• Develop investor relations strategies, monitor business trends
• Bring together event organizers with potential sponsors and help them develop partnerships

WHAT IS PUBLIC RELATIONS?

Public relations (PR) is the creative use of news events, publications, social investments, community relations and other means to help a company distinguish itself and its products from its competitors in a positive way. It is self-generated information about a commodity, idea or service to be used as news, education or for general interest. PR can be used in many ways:

• to position companies as leaders and experts
• to build consumer confidence and trust
• to introduce new products
• to revitalize, relaunch and reposition products and/or servicesl/LI>
• to communicate new benefits of existing products/services
• to involve people with products/services
• to cultivate new markets
• to reach secondary markets
• to complement paid advertising campaigns
• to gain exposure for products that can't be advertised (tobacco, liquor)
• to achieve television exposure for products that can't be advertised
• to influence opinion leaders
• to test market products/services
• to raise brand awareness through title sponsorships
• to distinguish companies from their competition
• to defend or reinforce a company's image
• to motivate employees
• to communicate decisions that are in the public interest
• to open or reinforce channels of communication between a company and groups who could negatively impact achievement of marketing goals

Value for money spent is frequently identified as the most significant distinction between PR and paid advertising. Many corporations, both large and small, are turning to PR as a more immediate means of getting their message out.

The "information age" has made it imperative that companies respond to events quickly. Advertising is too slow. PR is quicker and more direct, thus making an immediate impact by employing such tactics as media relations or crisis communications. Understanding and utilizing the Internet is critical to companies. PR can be used effectively to react to inaccurate information posted in chatrooms and on others' websites.