Welcome to The Frager Advantage.

You might ask yourself, "What's with the tennis ball?" In the fast-moving and exciting world of communications, tennis can teach us valuable lessons. During a competitive match, after a deuce, if a player wins the next point, they have the “advantage.” If the player with the advantage wins the next point, they win the game.

As communicators, our court is public opinion. Finding the advantage for the brands we represent in today’s democratized, fast-moving, and ever-changing media environment, flooded with influential third parties and scrutinizing spectators, can be overwhelming. To play to win, the key is getting you to the place where you have the advantage. For communicators, that’s two-fold: (1) knowing where the advantage lies and (2) having the guts and discipline to know how and when to use it. That’s the central idea behind this strategic communications consultancy.

As any good player knows before stepping on the court, fundamental questions must be answered, and these can guide communications experts. For instance:

• Do you have an element of control and power to exert?
• Is the surface, or environment, right for your planned actions?
• Do you have confidence and momentum?
• Do you have the fitness and stamina, or extra fuel, you need to win?

Players’ reputations are influenced by consistent performance, sportsmanship, and public behavior. We want to ensure you are embracing your strengths to create positive public perceptions and handle any negative incidents effectively, so we provide solutions to help you and can serve as an extension of your team.

Message Development. 

In tennis, players must read their opponents' moves and adapt their play style accordingly. Every opponent requires a different approach. With an understanding of your target audience(s), we help tailor your messages to resonate with them, responding to audience reactions and adjusting communication strategies as needed.

Strategic Planning.

Players develop a game plan for each match, considering the strengths and weaknesses of their opponents. They need to be adaptable and make strategic decisions during the game. We help you create strategic communication plans tailored to your audience and goals, preparing for the flexibility required to adjust strategies based on public feedback and changing circumstances, including an appreciation of your operational, profitability and talent realities.

Pressure Testing, Crisis Communications and Continuous Improvement.

We develop bespoke crisis communications drills to ensure your team is ready to perform at its peak.

We also can help your team handle high-stakes situations, such as managing a crisis or launching a major campaign, where maintaining calm and making smart decisions under pressure is crucial. We engage in after-action analyses to help you understand what went well and identify areas for improvement.