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Case Study
Crown Castle
The Challenge
The nation’s largest wireless infrastructure provider faced pressing deadlines from its carrier customers to install thousands of small cells and hundreds of miles of fiber-optic cable in cities throughout California while encountering widespread resistance from city staff.
Our Strategy

Madaffer Enterprises helped the client prioritize its city targets by region and created tailored approaches based on each city’s unique profile and interests. Madaffer modified the client’s collateral material to better connect with city audiences, removing loaded words and overwhelming graphics and adding more collaborative language. Madaffer led workshops for the client’s Government Relations staff to improve their understanding of cities, practice delivering a natural elevator pitch and respond easily to difficult questions. Meanwhile, Madaffer leveraged its extensive network to set up and facilitate meetings with top city decision-makers throughout California, including city managers, department heads, city attorneys, mayors and councilmembers. In more complex cities, Madaffer led meetings with cross- departmental teams and negotiated terms of legal agreements with city attorneys and real estate staff. Finally, Madaffer coordinated the client’s participation in several prominent city and civic organizations to maximize its visibility and key messages to city audiences through prime logo placement, speaking opportunities, newsletter features and attendance at special events with city officials and business leaders.

The Result

The client successfully cut through bureaucratic red tape to secure legal agreements and favorable public policies in cities throughout California. It now has an improved reputation and relationships with California cities and is regularly contacted by cities and city organizations for wireless industry perspective.

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Frequently Asked Questions
What is Public Affairs?

Public Affairs is about building trust and often includes creating a strong brand and great reputation to allow you to build relationships with the public. For your company, those relationships might be with the general public; consumers – potential customers and clients; investors; employees; government officials, agencies and regulators; and the media. Great PR creates mutually beneficial relationships and incites change. Great PR can help you change behaviors and opinions in your favor.

What is Media Relations?
Media relations is such an important and well-known component of public relations that people often mistakenly believe that PR is media relations. Our media relations professionals work with members of the media to publicize companies and their products through what we call "earned media coverage." Earned media coverage happens when the news features your company, brand product, service or spokesperson. Unlike advertising, which sponsors the news, public relations uses earned media coverage to integrate you into the news content, not leave you a separate entity from that content. Earned media coverage appears in print, broadcast and online media. Madaffer Enterprises can show you how to maximize your media relations efforts.
Why should I use PR instead of advertising?
No one tunes into the news to see who's advertising; people switch to news channels and visit news websites because that's how they ensure they're informed, educated and entertained. Do you regularly turn to any website, TV show, newspaper or magazine for the advertisements?

Studies show that people are far more likely to believe a news story than an advertisement, and the ROI on public relations leaves advertising's ROI in the dust. People have trained themselves to ignore advertising. For less cost than advertising, PR creates a more credible message.

Will I be buying articles, advertising or space?
No. We will be working to acquire earned media placement of stories about your company. With earned media, unlike advertising, companies do not pay for placement of news stories. One of the key advantages of public relations over other marketing channels is that earned media helps establish credibility for a company and its products or services. PR is not instant or overnight, but it is a very powerful way to build your company's brand and reputation.
Why choose Madaffer Enterprises?
Because our clients love us. According to a survey, nine out of 10 Madaffer Enterprises clients are either “highly likely” or “extremely likely” to refer us to their colleagues and friends.