Credible. Compelling. Differentiating.
Today’s crowded echo-chamber makes it more challenging than ever to hear and be heard. Whether you face a reputational risk and need to avoid the glare, or aim to be noticed and shine brighter than the rest, the Tucker Group works with you to understand your particular challenges and opportunities, and enables you to engage your essential stakeholders with a credible, compelling and differentiating narrative. Simply put: It's all about you and what you've got to say - and why it matters.
“It’s never been easier to communicate and never more difficult to be heard.”
Gregory Tucker (Founder/Principal) is a strategic communications professional with 33 years of demonstrated expertise in devising and implementing integrated approaches and platforms essential to effective communications across diverse sectors: U.S. Federal government, non-profit, the arts, and international corporate financial services. His career includes serving as a legislative assistant and press secretary in the U.S. House of Representatives, and holding lead communications roles for major non-profit, culture & arts, and for-profit organizations. For fourteen years, Greg held senior communications positions for Aegon NV - a leading Fortune 500 multinational financial services group. He was based at the company’s headquarters in The Hague for seven years during which time he led communications internationally, in addition to the group’s Corporate Social Responsibility program, and managed complex reputation issues for corporate entities in Europe, Asia and North America. He was responsible for supporting the company’s brand, message alignment and stakeholder communications in the wake of the global financial crisis and recovery period. Greg subsequently led communications for Aegon’s North American division, which operates under the Transamerica brand, while also serving as Executive Director of the Transamerica Foundation.
The Tucker Group works with talented industry experts to address your particular circumstances and communications needs. A tailored approach that’s smart, efficient and effective.
We listen. We understand. We see around corners.
"The most effective communications are simple; they resonate as authentic and true. They’re repeatable. The most compelling move us to think and act differently. It’s about being clear, credible and differentiating; sorting out what matters and what doesn't - and often for competing audiences. Typically, you have only one shot to get it right."
-Greg Tucker
Areas of Practice
Strategic Identity
How do you claim a greater share of mind among those you need to speak to, influence and win over? It’s about defining a clear and compelling narrative such that people know who you are and what you stand for. In today’s crowded and competitive market, it’s about differentiation – being recognized for who you are and not being confused with who and what you aren’t. Communications that add-up to support and drive business growth.
Legal Advantage
Few contentious matters requiring legal representation do not also entail the risk of reputational damage. We partner with clients' legal counsel to ensure that the broadest range of PR considerations and their impact on key stakeholders are taken into account while driving a narrative that fully represents the client's side of the story. Because perception quickly becomes reality, we work to achieve optimal positioning to enable you to emerge from legal challenges with your brand and reputation intact.
Digital/Social Media
"If you’re not digital, you don’t exist." Like it or not, effective communications require real-time, online engagement - constantly. Your brand and identity are at stake. Whether you’re a “digital immigrant” or “digital native”, it’s about optimizing your presence on constantly-developing digital platforms; exploiting the right channels to be seen and heard, and most importantly, engage with those whose loyalty is essential.
Reputational Positioning
It’s about defining yourself before others do. Controlling the narrative is key, whether it’s a matter of protecting your reputation from real and perceived threats, or enhancing it to increase your advantage, it’s essential to know what people are saying about you – and if they’re noticing at all. Real-time listening and engaging with those whose loyalty you're determined to win and keep, and whose opinions matter most.
Media Relations
The days of “local news” are no more. Because of today’s 24/7 media environment – traditional, digital, social – it’s never been easier or more challenging to be noticed and covered as news that matters. Message definition. Real-time engagement. Channel optimization. Targeted communications that stand out and impact those you need to influence.
Video Storytelling
Nothing tells a story more clearly or powerfully than video. Done well and distinctively, it can move people in a way that other forms of communications simply can not. But it’s more art than science and, like all communications, it has to be authentic, credible and relatable. When it all comes together, it not only communicates your organization's mission, purpose and values, but captures hearts and minds and inspires loyalty.
Leadership Communications
Credible and effective leaders communicate well and often. But not every leader is a born communicator. It’s about optimizing personal strengths and overcoming weaknesses. Developing skills and approaches that enable you to be an effective communicator, to be respected and ultimately, ensure others follow.
Crisis Communications
Because stuff happens and things usually don’t go as planned, getting in front of a pending or present crisis is your only chance to mitigate the nasty stuff sure to come your way. It’s about seeing around corners and defining a position that’s authentic. Scenario planning. Stakeholder messaging. Defining what works and what doesn’t - making sure that above all, you're still standing and credible when the storm passes
ADVOCACY
All voices are not heard equally. To change minds, attitudes and, ultimately, advance your cause requires being heard where and when it matters most. Clear and compelling communications, backed by irrefutable facts, reasoned approaches and tactics that work. It’s about cutting away the fat, and defining the essence of the matter – and why it matters - for the well-versed and un-versed alike.
CHANGE MANAGEMENT
Organizations, to survive and thrive, need to adapt. Circumstances, environments and attitudes change, requiring different strategies, behaviors and outcomes. Assessing what needs to change and why, and then determining how to bring about the necessary internal buy-in and transformation that will lead to new and better prospects requires clarity of purpose and robust communications. Getting it right is less science than art. It's about making clear "what's in it for them" and the benefits of being more than the sum of the many parts.
Let's Chat.
Use the form below to contact us regarding your communications need or inquiry. Please be as specific as possible. Include your industry or sector, along with any timeframe requirements. You may also email or call to make an appointment. We make house-calls.