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Case Study
Wireless Infrastructure Now
The Challenge
Responding to skyrocketing demand for mobile data, the wireless industry is working overtime to upgrade networks and prepare for the 5G technology that will enable everything from autonomous vehicles to telemedicine. Local governments, however, are struggling to keep up.
Our Strategy

Recognizing that direct advocacy alone would be insufficient to overcome bureaucratic obstacles, Madaffer Enterprises developed a strategy to engage credible local leaders as advocates for strong wireless infrastructure. At the heart of this strategy is Wireless Infrastructure Now (WIN), a 501(c)(6) nonprofit organization Madaffer founded to raise awareness and leverage grassroots support for robust wireless service. WIN is organized as a coalition of seven distinct stakeholder identities, all of which increasingly depend on reliable, high-bandwidth wireless data: public safety, health care, transportation, business, smart cities, consumers, and social justice advocates. Using a customized database covering all 482 cities and 58 counties in California, Madaffer and WIN conducted targeted outreach and engagement efforts to build communities of support within each of these stakeholder groups. Madaffer also led WIN to use a variety of media relations tactics, including placement of op-eds, social media outreach and direct advocacy.

The Result

Numerous high-profile individuals and stakeholder groups have signed on as supporters of WIN, and the organization is building momentum as the leading voice for wireless infrastructure. Members of the WIN coalition are available to author op-eds, write letters to their elected officials, and show up in support of key infrastructure projects at public meetings, resulting in more favorable outcomes and reasonable regulations for wireless infrastructure providers.

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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.