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Building Relationships and Reputations Through Communication™


How We Look at Reputation

Reputation is synonymous with credibility and trust. It impacts relationships in business, product purchases, and influence.  It can be an asset or deterrent.

 Whether online or off, we live in a state of constant connectivity – a like, a link, a conversation, a text, a post, a phone call – the way we communicate and the channels to establish and build reputation continue to evolve.

Wave2 Alliances builds, maintains and protects reputations through communication. From building 21st century communications and public relations departments to executing media strategy, we collaborate with executives and enterprises to ensure messages are effectively conveyed to meet business objectives.


Direct Sales/MLM Companies:   We build and enhance Corporate Communications and PR departments to leverage online, social media and traditional news channels – and provide the training and tools for distributors to build brand visibility and momentum that contributes directly to the bottom line. [more]

Enterprises:   We work with corporations, emerging companies, nonprofits, NGOs, and government agencies in developing and executing communications strategies that strengthen stakeholder relations and directly contribute to meeting and exceeding business objectives.   [more]


We are a boutique agency with global resources. Our solid and expansive relationships allow us the flexibility of moving quickly to assemble the right team to meet each client need. 

The Direct Selling Perception Problem


Last Friday we jumped into the Herbalife discussion and posted this blog on the Huffington Post.

For the general consumer, the battle around Herbalife has thrust the direct sales business model to the media spotlight. We all know someone that has recommended a great product from a company in this industry — weight loss, skincare, accessories, cleaning products, vitamins — the list is almost endless. The sales model has been around for hundreds of years. Selling directly to consumers generates referrals and creates demand; technology accelerates and amplifies it.

Unfortunately, most companies that produce these products have been slow to establish their value proposition with the general consumer, as a majority of these companies are mid-size (sales under $1 billion) and are privately-held. Parallel to consumer package goods being sold by retailers and advertised to the public, direct selling companies rely on distributors for sales and product promotion. The marketing departments of these firms traditionally focus efforts on its distributor base.

That is changing. Read more…

Crisis Communications Post-Sandy


Hurricane Sandy reminded us on the power – and dependence – of social media for real-time information about events as they unfolded. Pre-storm, Newark, NJ Mayor Cory Booker was being led via Tweets to city residents that needed help evacuating. Google set up a crisis map to tract the impact of the storm. Instagram reported that 10 images per second where being uploaded and thousands of videos were shared on YouTube during and after the storm.

In answering inquires about social media crisis planning, we’ve asked companies to step back and assess crisis planning at the enterprise level; using social media channels to reach intended audiences.

Every company needs to have a crisis communications plan as it’s a matter of ‘when,’ not ‘if’ a situation will occur. While this sounds ominous, it is really about understanding your company’s strengths and vulnerabilities. Every executive I’ve worked with over the past two decades could list these in a matter of seconds.

1.    Have a clear, consistent plan with credible messages

Review your company’s crisis plan to ensure it is current, includes the technical details of communicating, and includes all channels of communication currently in use. While C-level officers need to understand and approve of the general plan, the response team to the crisis-at-hand should be kept small as possible for focus and quick action. The response team will grow as the situation dictates. Read more…

10 Steps to Writing an Unforgettable Press Release


This blog has a nice mention about us – so we posted!  For more information about Anne Butler and Butler Advisers go to

10 Steps To Writing An Unforgettable Press Release

At some time or other in your company’s life, you will decide you want to write a press realease.  When you do, make sure what you say is newsworthy! A press release should deliver a real announcement.  Sounds simple enough, but most announcements being made these days just don’t sound exciting anymore.  So let’s start with a simple question: Do you have anything exciting to say?  The first step to writing a press release that won’t be forgotten is to make sure the message is, well, exciting.  Worthy of being written about by reporters, and reported on.

In order to illustrate how to write a really good press release for you here, I used an actual press release.  “The Most Amazing Press Release Ever Written” was crafted by Mitch Delaplane of PitchPoint Public Relations.  It’s amusing, and at the same time instructive, and instantly went viral on Facebook back in January 2011.  I too saw it on Facebook, and one week later I saw it on the homepage of Wall Street Journal’s website!

Every PR professional must have been kicking themselves that they didn’t think of it first.  Mitch is a genius.  So in honor of Mitch, I decided to use his amazing press release as my example.  Below it, I include all my tips.  While these tips are directed mainly to startups, every company can find something in them to learn from. Read more…