Family businesses are different. If it's done wrong, PR will expose family owners to immediate, long-term and highly personalised risks. Family businesses need a subtle, careful and cautious approach — an approach that always thinks in the family's long-term interests.
Transmission Private works with many of the country's largest family businesses and their owners, advising them on all aspects of their communications, whether that's liaising and maintaining relationships with the press; managing harmful and challenging stories; monitoring the media; or, where appropriate, announcing positive news and communicating the company's values and principles.
As specialists at working with private clients, we know that the line between a family business and its ownership is razor-thin. Every announcement, article or quote from a business risks drawing the family into the media — and that needs to be approached carefully and sensitively.
It is essential that family businesses work with a communications agency that is designed from the ground up to understand, navigate and think about these risk.
Advising on the visibility of family members in all business communications, including on the business' website, press articles, and elsewhere
Writing and distributing business and corporate announcements to the media and other stakeholders in a way that secures accurate, representative coverage, whilst — at the same time — not exposing the family to unnecessary risk
Maintaining strong and trusted relationships with the media on behalf of the family business and the family themselves
Managing and mitigating business crises, such as negative news announcements, in a way that prevents the story from rising to family level
Providing counsel on all communications and media issues that could impact the business and the family
Setting guidelines on how family businesses should communicate their unique family-owned values and culture through company collateral, press engagement, and internal communication, without exposing the family to risk
Managing and replying to all external media enquiries to ensure that any coverage is not only representative and fair but does not expose the family to unnecessary reputational risk
Monitoring all forms of media, including social media, for mentions of the business and family to spot potential risks ahead of time
Ability to effectively manage the perceptions of the business and family amongst important audiences, including business partners, employees, customers and the public
Ensure that coverage of the business is fair, balanced and representative, and does not give unnecessary weight to the family ownership of the company
Comfort that the family's presence in all communications is both controlled and carefully considered with regard to the long-term interests of the family and their personal reputations
Coverage that highlights the positives of the business, corporate positioning as well as its privately-owned, family values
Ability to ensure that the business' perception and point of view is always represented in media coverage
Assurance there is expert support at hand to help field challenging media enquiries in a professional, careful and strategic way — with a view not only to the business' short-term interests but the family's long-term ones
Access to an on-demand highly specialised source of strategic communications advice that not only intimately understands media issues but also uniquely understands the risks, challenges and priorities of business families
PR and communication is mistakenly focussed on generating widespread, indiscriminate coverage which inadvertently exposes the business and family to unnecessary media and reputational risk
PR is focussed on generating short-term media coverage without any strategic attention on how the coverage will look in 1, 5 or 10 years' time, especially for next-generation members of the family, resulting in the production of low-grade, low-quality coverage that undermines the family and business' credibility
Stories are poorly communicated, resulting in inaccurate and harmful coverage with the potential to damage relationships with business partners, employees, customers and the public
The family ownership is given too much visibility in coverage, which leads to waves of media interest that make family members feel uncomfortable and could even lead to issues around the invasion of privacy
Media crises are not handled in a balanced, sensible, strategic way, leading not only to negative coverage but harmful articles that actively criticise the family as well as the business
Media mentions go unchecked, meaning that potential media and communications risks are not spotted ahead of time — and flare out of control into media storms
No thought is put into the positioning of the family, so opportunities to give strategic visibility to family members to build their profile carefully and appropriately are missed
Every person we work with needs a bespoke solution. Your needs are paramount and we shape our services to best meet your requirements.
Effective communication will give you the reputation you need to achieve your goals as well as circumvent the risks that plague successful families. To discuss taking control of your communications, fill out our contact form or contact us directly.