McGraw Euston AssociatesCorporate and Change Communications Capabilities

McGraw Euston Associates

A communications consultancy that helps its clients build their brands and polish their reputations through smart, strategic communications programs.

Specializing in:– Corporate Communications– Change Communications– Business to Business PR– Environmental Public Relations

Nearly two decades’ experience working with companies in a broad range of industries.

Big agency experience and the agility of an independent.

McGraw Euston Associates

Our Services

Strategy

•Corporate reputation•Branding•Product and service support•Thought leadership

•Change management •Internal communications•Corporate Social Responsibility•Crisis & Issues management

Execution

•Messaging•Media interviews•Media training•Bylined articles•Speaking opportunities•Speechwriting•Executive communications

•Sponsorships•White papers •Trade shows•Customer programs•Marketing materials•Copywriting •Community relations

Analysis•Media audit•Competitor PR analysis

•Influencer audit•Sponsorship evaluation

Corporate Communication Experience

We delivered a multi-faceted corporate communications and media relations effort for Guardian Life Insurance. Using executive interviews, by-lined articles and other tactics aimed at the trade media, we helped the company build awareness among brokers and agents for its products and strengthen its reputation as a home for career agents.

We worked with Swiss Re to promote its expertise in a wide range of property & casualty issues, from natural disasters such as hurricanes and earthquakes to climate change. Our primary avenues for media outreach included a series of media lunches or roundtables as well as interviews with single executives.

To highlight Wolters Kluwer Health’s expertise in health information and health information systems, we designed a media relations strategy that relied on the expertise of executives and analysts in a range of interests including drug pricing, Medicare Part D, electronic medical records and electronic prescriptions.

Corporate Communication Experience

At a time when Georgia residents were growing weary of statewide water restrictions, we created a statewide WaterSmart campaign to demonstrate that they could continue to enjoy beautiful gardens despite the drought. The program focused on water conservation techniques and smart plant selection. Other activities included media relations support for WaterSmart tax holidays and similar events.

We helped Siemens Energy & Automation prepare a series of bylined articles highlighting the results customers achieved after adopting an SE&A solution. These articles were placed in trade magazines, or on companion websites as white papers. We have employed a similar tactic with other companies including CIT Group, Deloitte Touche and Guardian Life.

While Grace struggled with high profile legal and environmental challenges, we developed a trade media strategy to position the company as financially sound, well-managed, innovative and a great place to work. As a result, customers, employees, local communities and the media understand that Grace continues to be healthy and growing despite its legacy issues.

Change Management Experience

When Cox Communications decided to merge two large departments into a single organization, we helped explain the change to Cox employees inside the new organization as well as the business partners throughout the cable system. We developed centralized messaging and voice guidelines that are now being used in a communications program to increase understanding.

When AstraZeneca changed its selling model, we helped explain it to the company’s sales force. We helped the company articulate a clear story on why the change was necessary and the role sales people needed to play. We used websites, newsletters, training tools, executive communications and other materials to increase understanding of the change.

Following Bayer’s acquisition of U.S. pharmaceutical company Berlex, we led a 12-month, integrated internal and external campaign to explain the value of the merger to employees and refresh the company’s image among physicians and the communities in which the company operates. The effort reached 20,000 external stakeholders directly and resulted in 90 percent of employees saying they felt “informed and part of the change.”

Biography

Greg Euston is a senior corporate communications and public relations executive who provides strategic counsel and goal-oriented programs to his clients. With 20 years’ experience, he has helped companies with corporate reputation, change management, CEO and senior executive communications, crisis and issues, and public relations campaign development and execution.

Greg founded McGraw Euston Associates to work with companies that need sound corporate communications advice as well as B2B public relations and marketing communications.

Before starting his consultancy, Greg was a senior vice president for MS&L Worldwide where he worked with a range of companies in the healthcare, financial services, manufacturing and environmental arenas. During that time, he started MS&L Atlanta’s Environmental Business and Responsibility Practice to serve the agency’s government, non-profit and corporate clients and their natural resources and sustainability assignments.

Since 1999, Greg has worked with W.R. Grace & Co. senior management on restoring the company’s reputation following revelations of asbestos contamination in Montana and an unrelated Chapter 11 filing. Grace continues as a client of McGraw Euston Associates.

Recently, Greg led a comprehensive internal and external communications program supporting the launch of Bayer HealthCare Pharmaceuticals in the U.S., the result of Bayer’s acquisition of Schering AG. Other relevant experience includes leading a major change management program at AstraZeneca and providing executive communications support to Schering-Plough during its turnaround.

Other recent clients include Georgia Department of Natural Resources (waterSmart), Georgia Forestry Commission, Southern Group of State Foresters, Guardian Life Insurance Co. of America, MasterCard, Novartis, Roche, Siemens, Staples, Swiss Re and Wolters Kluwer Health.

Greg’s experience includes five years as a daily newspaper reporter in Fayetteville, N.C. and Winchester, Va. before entering public relations. He received a bachelor of arts in journalism and American history from Washington & Lee University in Lexington, Va.

Greg EustonPrincipal

McGraw Euston Associates404.775.0285

greg@mcgraweuston.com