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OUR PHILOSOPHY

Words We Live By

Public relations has the power to change the world. Every person and organization has a story worth telling and within that story lies the potential to build trust, shift perception and create real impact. We dig deep into the heart of an organization to uncover authentic narratives that connect and protect. Whether it’s building credibility over time or guiding clients through moments of crisis, we help brands find their voice, safeguard their reputation, and emerge stronger than before. Because in today’s world, how you show up — especially under pressure — defines everything.

OUR APPROACH

How We Work

Our approach to every client engagement is with a tailored, research-driven strategy designed to elevate reputation, align messaging and deliver meaningful, measurable impact.

  • Curious how strategic communications can elevate your brand or guide you through complex challenges? Book a free 30-minute consultation. In this call, we’ll get to know your goals, understand your current pain points, and explore how thoughtful PR, reputation management, or crisis planning can support your next steps. It’s a no-pressure conversation designed to give you clarity and a feel for how we work.

  • After our initial consultation, if it feels like the right fit and you're ready to move forward, we'll assemble a high-level, personalized proposal tailored to your goals, needs, and timeline. This proposal will outline recommended services, key priorities and next steps, giving you a clear, strategic plan for how we can partner effectively.

  • Once the initial proposal is accepted and an agreement is signed, we’ll dive into market research to inform a strategy that’s grounded, targeted, and aligned with your goals. By understanding your audience, industry landscape, and competitive positioning, we’ll build a communications plan that’s not only strategic, but designed to deliver measurable results.

  • With research complete and strategy aligned, we’ll move into the heart of the work—crafting clear, compelling messaging that reflects your voice and resonates with your audience. From there, we begin executing the approved strategy, whether that includes media outreach, content creation, reputation management, or campaign development—always with consistency, transparency, and your goals at the center.

  • Throughout the campaign, we’ll keep you informed with clear, easy-to-understand monthly reports that track progress, highlight key wins and offer insight into what’s working. Once the campaign wraps, you’ll receive a final, detailed report summarizing results, metrics, and overall impact, so you can see exactly how the strategy performed and where your brand made meaningful gains.

Featured Case Study:

#PRethics: Elevating Ethical Standards in PR

  • Overview

    In today’s era of media chaos and societal discord often stemming from lapses in communication and PR standards, #PRethics is a vital necessity to fight disinformation and to uphold the values of transparency and accountability essential for earning and sustaining public trust.

    PR practitioners are vital in shaping and delivering an organization’s message to the public while ensuring transparency, accountability and adherence to the highest ethical standards. However, research reveals that current global PR industry association ethics codes widely lack best practices and tend to be ambiguous on whether the code is enforced or merely an optional set of ‘guidelines’ for PR practitioner compliance.

    Mary Beth West (MBW), APR, FPRCA, is a 30-year PR veteran and the driving force behind this campaign to elevate standards in PR. She has built an international reputation for change agentry – particularly in matters related to taking a public stand on PR and business ethics, non-profit financial disclosures, speak-up culture, whistleblower protection and anti-retaliation.

    PURPOSE

    Rayne Strategy Group (RSG) was contracted to enhance media outreach efforts and establish a community of professionals who uphold similar values to raise the ethical standards of PR. RSG's specific objective was to showcase MBW-funded research and thought leadership on subjects pertinent to understanding the significance of ethical PR in driving business outcomes. Additionally, they sought to develop an online platform for PR and communication professionals to engage in discussions and exchange insights on PR ethics.

    RESEARCH

    Primary — To establish an objective, global baseline for the state of PR ethical standards and gauge the reality of the ‘speak up’ culture in the industry, MBW funded two separate studies:

    • The first was an independent study of 24 PR industry association ethics codes worldwide conducted by the London-based Institute of Business Ethics (IBE) – a global thought leader focused on ethics and compliance.

    • The study yielded a 40-page white paper, “The State of Ethics Codes in the Public Relations Industry: A Global Analysis,” which which MBW released this white paper for free download to share insights with the PR community.

    • The second research funded by MBW was a report by The Pulse Business in London. It surveyed CEOs, C-suite leaders and junior to middle managers from the PR and communications industry. The six-question pulse was sent to 850 respondents to capture current opinions on speak-up cultures and retaliation issues.

    he research deliverables were used to set quantitative industry benchmarks and inform campaign messages and content.

    RSG analyzed media coverage on PR, business ethics, non-profit financial disclosures, speak-up culture, whistleblower protection and anti-retaliation to identify trends and target reporters through media monitoring tools, station websites and social media.

    Secondary — RSG conducted a thorough analysis of various articles, case studies and award entries to understand the media outreach strategies used by successful thought leadership campaigns similar to the #PRethics campaign. By studying diverse experiences and strategies, we aimed to identify effective practices for the #PRethics campaign.

    AUDIENCE

    The #PRethics campaign targets PR and communication professionals, C-suite executives and boardroom leaders across management functions – not just in PR – in corporate, governmental and non-profit sectors.

    GOALS

    The campaign aims to increase understanding among C-suite disciplines and boardroom executives about the significance and power of ethical PR while raising awareness within the PR industry regarding the importance of ethical standards.

    OBJECTIVES

    • Secure 15-20 feature articles or broadcast interviews on ethics and whistleblower issues.

    • Increase MBW's podcast guest appearances to five or six, highlighting her credentials and perspective.

    • Secure three to five new speaking engagements from media coverage.

    • Establish a #PREthics community of 200+ professionals committed to upholding integrity in brand communication and advocating for positive changes in the PR industry.

    CHALLENGES

    One of the key challenges the campaign has encountered so far is the resistance to change from PR industry professionals and organizations. Many are hesitant to embrace and advocate for ethical standards and practices, possibly due to existing norms, fear of repercussions, or a lack of understanding of the industry's threats.

  • TIMELINE

    Research publication of the “Global Analysis” white paper took place during PR Ethics Month (September 2023) and provided a wide base of insights to inform the 2024 #PRethics campaign, which will be continued for long-term development. The 2024 content pipeline started on February 1, 2024, with MBW’s first 2024 speaking engagement at the European Business Ethics Forum in Paris, followed by the PRO PR conference in Belgrade in March. The campaign’s media relations effort launched in April.

    IMPLEMENTATION

    When launching the #PRethics campaign, RSG's media outreach emphasized the importance of ethical PR in driving business outcomes and addressing gaps in the industry's ethical standards. The goal was to highlight the PR industry's responsibility in addressing widespread ethical issues.

    To secure speaking engagements, RSG relied on MBW's 30-year career and international reputation for driving change, particularly in PR and business ethics, non-profit financial disclosures, fostering a speak-up culture, protecting whistleblowers and preventing retaliation.

    Finally, MBW and RSG conceptualized and created a LinkedIn community in summer 2024 – The #PRethics Community – as a gathering place for PR and communication professionals committed to integrity in brand communication and building trust with stakeholders. The community allows members to exchange insights, seek guidance and build valuable connections while advocating for positive change within the PR industry, aiming to drive stronger and more credible communication performance from organizational leadership.

    Tactics included: Developing comprehensive messaging, preparing multiple releases, creating highly targeted media lists and tailoring individual pitches covering ethics, PR, business and whistleblower issues. We also utilize national recognition days/months, like National Whistleblower Appreciation Day (July 30) and PR Ethics Month (September), to pitch stories related to MBW-funded research. Additionally, we leverage MBW's speaking engagements to highlight expertise and credibility and secure more guest appearances, among other strategies.

  • EVALUATION

    To date, the campaign has resulted in nine media mentions or bylines, reaching more than 15 million monthly unique visitors. Additionally, three other bylines are scheduled for publication later this year or early 2025. MBW has been a guest on two podcasts and two others are in the pre-planning stages. She has also spoken at three international conferences – including the European Business Ethics Forum in Paris (February 2024). In the two months since it was founded, the #PRethics community has earned 204 followers, garnered 4270 organic impressions, reached 2039 members and had an organic engagement rate of 5.787.

  • Rayne Strategy Group and client, Mary Beth West were recognized with the 2024 Special ICCO Global Award for Improving Society and Reputation of PR and a 2025 Gold Hermes Creative Award.

    The #PRethics: Elevating Ethical Standards in PR program was celebrated for its research-driven and impactful campaign, which elevated the PR industry’s reputation while addressing crucial societal issues with a global perspective.

    The ICCO Global Awards are one of the PR industry's most prestigious accolades, the awards highlight outstanding campaigns, agencies, and talent from around the world.

    The Hermes Creative Awards recognize outstanding work in the creative industry and highlight the philanthropic spirit of marketing and communication professionals around the world. The gold award recognizes work that exceeds industry standards and is awarded to about 20 percent of entrants.

    The Hermes Creative Awards is administered and judged by the Association of Marketing and Communication Professionals (AMCP), an international organization made up of thousands of creative professionals. AMCP oversees awards and recognition programs, provides a team of experienced judges and celebrates the contributions of individuals and organizations who elevate the profession.

CLIENT TESTIMONIAL

"When it comes to promoting the cause of ethical communication and PR strategy, Jared’s partnership and advocacy have been indispensable. He is an important leader in the #PRethics industry coalition.” — Mary Beth West, senior public relations strategist

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