Business Principles:
10 ProActive Keys to Success

ProActive Communications was founded on 10 basic guiding principles, or keys to success, that our team follows today in pursuit of our clients' interests. Rather that pursuing financial gain for financial gain's sake, ProActive follows these 10 fundamental practices that provide quality services with returns on investment for our clients. By doing so we establish working relationships that deliver bottom-line business results in the long-term, and key strategic impact in the near-term. The following are the 10 ProActive Keys to Success:

1. Organizations deserve, and should demand,
a return on investment from their public
affairs firm.

Many public affairs firms will show clients all sorts of ways to spend their money, but at ProActive we always reflect a return on investment through relationships built, winning votes cast, earned media achieved, business stabilized or enhanced, and many other ways.

2. Your business and policy advancement
are our only objectives.

At ProActive you will find no bells and whistles, no window dressing.  Program activities and public affairs applications are guided by one thing only: the advancement of clients’ key strategic objectives.  While this may mean the need for votes, visibility with stakeholders, earned media coverage, or the fulfillment of other goals, ultimately the objective is to improve a clients’ business, or complete policy missions that will ensure organizational success in the long-run.

3. Tactics do not lead our strategies.

It is a classic organizational blunder – allowing tactics to lead and
define an organization’s strategic objectives.  At ProActive, we successfully assist clients in developing a sound business or policy mission and define effective strategies that will fulfill the mission.  Operational applications and tactics will always come naturally once we have successfully developed a business game plan or effective campaign blue print designed for success with your ultimate mission leading the way.

4. Consultants should be held accountable to clients for their work in the field at the highest standards of conduct.

ProActive has established basic codes of conduct for our staff and field consultants, open communications protocols with clients and field consultants alike, and uniform, state of the art field and program reporting tools that provide clients clear and concise data, information, and field intelligence to support clients’ strategic business and policy objectives.

5. Our client contacts are held accountable
to the bottom-line, and so should we.

ProActive stakes its hard earned reputation on a fiduciary responsibility to our clients. As stewards of critical resources to assist clients in implementing their public affairs and business strategies, ProActive works collaboratively with clients on the allocation and appropriate strategic applications of organizational resources.

6. Innovation and technology should be used as enhancements and tools of the trade.

Don’t invest in state of the art technology, like major expensive websites, because it seems like the current trend in public affairs.  Make investments only so that they will assist you in advancing your business or policy objectives.  ProActive is the “innovator in communications strategies” because we are expert at developing and managing tools and strategic concepts to aid in the fulfillment of your mission effectively and wisely.

7. Long-term investments provide the greatest returns.

Many good organizations only come calling for help at the 11th hour, such as when their legislative issue is up for a floor vote, or a controversy has generated constant negative coverage in the news media.  Resources permitting, like investing in the stock market, ProActive advises clients to invest for the long-term in order to produce the greatest results for your business or policy objectives.  This may mean investing in a consulting  presence in the states or a coalition and media communications campaign operation dedicated to your issues full-time.  ProActive can demonstrate to clients why they can save on their bottom-line and better apply resources through long-term investments in ProActive public affairs programs.

8. The job gets done best through partnerships
and teamwork.

ProActive often works as an extension of the communications, government affairs, or public affairs department for our  client organizations.  We have also built long-standing working relationships with client-managers and
field consultants in all 50 states that engenders a team spirit in our program accounts and campaigns; a hallmark of the ProActive team.  Partnerships and teamwork provide client organizations with the best results and impact to support their business and policy objectives.

9. ProActive is your goodwill ambassador.

Whether through a client's existing government affairs team, sales force, communications professionals, teams of contract lobbyists, vendors, key stakeholders, or other constituencies within the client enterprise, ProActive has an outstanding track record of reflecting well on clients, while working with their own network of key partners, with integrity and collaborative success.

10. Everyone is a leader.

In order to succeed at ProActive, every member of the team is expected to develop as a leader. ProActive conducts regular leadership training for our team of professionals, as well as other professional development like media training, for one fundamental purpose -- To enhance the professional acumen at ProActive and encourage a team atmosphere where our account managers take ownership and apply quality control and creative innovation to our strategic missions. Leadership is the difference in our quest for success, and every member of our team is prompted and encouraged to thrive and shine through our principles of leadership, applied to our daily responsibilities for our clients.