Brodeur Introduces Confidence Quotient Planning Product
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Brodeur Introduces Confidence Quotient Planning Product

Brodeur Worldwide is introducing a new tool, Confidence Quotient, that provides clients with a quick assessment of their needs and helps them implement communications for the next 90 days and prepare for 2002.

Paul Holmes

BOSTON, September 28—The events of September 11 created a wide range of communications challenges for American corporations. Employees were suddenly even more uncertain about their future. Shareholders had questions about the impact of the terrorist attacks on earnings. Consumers were hesitant to spend. And communities wanted to know what companies were doing to help.
 
For many companies, figuring out communications priorities in such a chaotic environment is a major challenge, which is why Brodeur Worldwide is introducing a new tool, Confidence Quotient, that provides clients with a quick assessment of their needs and helps them implement communications for the next 90 days and prepare for 2002.
 
“Traditional PR may not be the best approach in this environment,” says Janet Swaysland, president of Brodeur Worldwide.  “At no other time have effective PR strategies been more important to the success of a company. But companies have to be willing to adapt quickly, to do things differently in this climate, communicate more directly and with more immediate impact on the people they depend on for success: employees, customers, partners, and the financial community.”
The Confidence Quotient uses ten-question survey designed to provide fresh insight into a company’s communications program, which allows Brodeur to make quick strategic recommendations that address critical issues.
“We were beginning to see the first signs of recovery before September 11,” says Brodeur chief executive Andy Carney. “The events of September 11 clearly interrupted that recovery and there is now an atmosphere of fear and uncertainty out there, and in that environment it’s vital that our clients approach communication in a very strategic way.”
 
The firm had been developing its Confident Quotient approach before the terrorist attacks, and decided it was even more relevant now.
 
“We are trying to look at what issues are most important to our clients over the next 90 days,” says Carney. “We wanted to give our clients a new tool they could use in planning and prioritizing their communications. We don’t have time for exhaustive research, so we wanted a quick tool that clients could use to assess their needs.”
 
Clients are asked to respond to statements such as: Our employees understand our business environment and support our business strategy; Our company has stronger relationships with our business partners than it did six months ago; The investment community understands and supports our business strategy; and We know our customers and communicate with them in a consistent and effective manner.
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