Services

Penny Bridge begins by outlining clear objectives to ensure all that PR efforts have a true north, so that they aren’t merely an exercise in throwing spaghetti at the wall and hoping it sticks. Next, key messages are developed and mapped by stakeholder audience to where objectives should ideally lead to, and overall strategies are mapped to bridge Point A to Point B. These are often multipronged approaches that frequently consist of expert commentary, op-eds and letters, blogs (owned and earned), executive positioning, and leveraging key dates.

Strategizing is incredibly important in standing up a thoughtful PR program that does what you actually need it to do. However, plenty of smart plans fail without proper execution. Established relationships are the best way to solve for this. Penny Bridge has worked with leading brands over the past decade in countless proactive and reactive situations and built an extensive Rolodex of media relationships as well as understanding of what is and isn’t a story from early days training as a reporter within prominent newsrooms.

Whether it’s a timely op-ed adding your two cents to a particularly newsy issue, or a blog post offering managerial tips about building and maintaining remote culture, or simply an excited LinkedIn post touting an acquisition – content is a critical component of any successful PR program. Penny Bridge leverages a creative writing background with published experience in opinion writing, in addition to a keen understanding of how to use language that helps Wall Street resonate with Main Street.

Penny Bridge draws on a wealth of experience supporting successful transactions with meticulous planning across key stakeholder audiences as well as seamless execution. Roger served as external lead on a number of prominent deals in the past 18 months alone. These include but are not limited to: the successful $800 million SPAC deal between fintech OppFi and FG New America; CUNA Mutual Group’s $1.3 billion purchase of Assurant’s global preneed business; Captify’s sale of a majority stake to SFW, and FreeWill’s recent $30 million impact fund capital raise.

Having trusted strategic counsel on your side that’s accustomed to fast-paced all-hands-on-deck scenarios that often include cybersecurity concerns, executive transitions, etc. is often the difference between a one-day story and a two-day (or more) story. Penny Bridge brings preparedness and know-how to high-stakes situations.

Penny Bridge has expertise in working through complex matters on behalf of clients including federal, state and local issues involving entire industries, federal and state banking regulation, local land use, labor disputes and cable carriage disputes, and federal trade policy. This includes customarily working side-by-side with government affairs specialists and lobbyists, and partnering with legal counsel on numerous high-profile litigation matters on both the plaintiff and defendant sides depending on the matter.

Good media training is often misunderstood as simply teaching executives how to bridge out of questions they can’t easily answer. It’s actually about empowering executives with the tools they need to approach conversations confidently and with a purpose – and knowing what qualities to focus on and which not to focus on for different types of media opportunities. Penny Bridge has experience training dozens of executives, many of whom were receiving training for the very first time.