Strategic PR and communication.
Public Relations Defined
public relations (pub'lic re-la'shuns) n. sing. – An applied social science that influences behavior and policy, and, when communicated effectively, motivates an individual or group to a specific course of action by creating, changing or reinforcing opinions and attitudes.
-- Harold Burson, co-founder of Burson-Marsteller, the largest PR agency in the world today
A New Mindset is Needed.
“In this environment, the role of public relations has never been more important, as long as we do what the title suggests and nourish and cultivate relationships with publics. In order to encourage those relationships, PR’s role needs to shift to one of listening to the stakeholders, acting as their champion, advising internal decision-makers and building engagement with the brand.”
-- Brian Solis, new media expert
Rapid and ongoing changes in communications platforms and social media vehicles demand that companies and organizations connect and engage with audiences more often and more directly than ever. One way to sum up the objective for modern-day communications is to say that it must build advocacy with decision makers and keep them coming back for more.
Here’s a short checklist for starting the conversation about strategic communications and PR at your business or organization:
By the way…
Remember that engaged employees are among your best ambassadors. They know all about your brand, product, service. Everyone who works for your organization – paid employees and volunteers – should be an advocate. Be sure you haven’t forgotten that one of your most important audiences is right in front of you. Consider whether a specific plan for internal communications may also be in order.
DaySpring Communications adheres to the Arthur W. Page Society principles for PR practitioners
Back
public relations (pub'lic re-la'shuns) n. sing. – An applied social science that influences behavior and policy, and, when communicated effectively, motivates an individual or group to a specific course of action by creating, changing or reinforcing opinions and attitudes.
-- Harold Burson, co-founder of Burson-Marsteller, the largest PR agency in the world today
A New Mindset is Needed.
“In this environment, the role of public relations has never been more important, as long as we do what the title suggests and nourish and cultivate relationships with publics. In order to encourage those relationships, PR’s role needs to shift to one of listening to the stakeholders, acting as their champion, advising internal decision-makers and building engagement with the brand.”
-- Brian Solis, new media expert
Rapid and ongoing changes in communications platforms and social media vehicles demand that companies and organizations connect and engage with audiences more often and more directly than ever. One way to sum up the objective for modern-day communications is to say that it must build advocacy with decision makers and keep them coming back for more.
Here’s a short checklist for starting the conversation about strategic communications and PR at your business or organization:
- Know your audiences. Who are your key decision makers? What keeps them up at night? What do they wish for? How do they want to connect with your business, organization or brand?
- Listen and learn. What are these people and decision makers talking about? What storylines will engage these audiences? How can you and your business or brand credibly enter into conversations with the audiences you seek to reach in order to build their belief in you and your offers?
- Motivate a response. When your audience believes in your brand, they will be more likely to take an action that supports your business – like buying your toothpaste or voting for your candidate or giving money to your fundraising initiatives. What action are you seeking from your audience?
- Keep it going. Communications must be an ongoing endeavor. In today’s 24/7 environment, a one-time communications initiative is insufficient and may even be damaging. It’s important to regularly encourage your audiences to continue choosing to support your brand. If you don’t someone else will. What commitment of energy, time and money can you make to your communications strategy?
- Develop your own fan club. Once you have engaged your audiences, they can become advocates on your behalf. In today’s world, everyone is an influencer. When you have successfully established a relationship with your audience, cultivate that connection and turn them into your biggest fans.
- Don’t leave it to chance. Communications is a key stone for your success. Engage a professional who can help you define your audiences, develop your key messages, map out a calendar of PR activities that scales to your resources, and partner with you to implement a program to build advocacy for your brand and help drive results that matter to your business.
By the way…
Remember that engaged employees are among your best ambassadors. They know all about your brand, product, service. Everyone who works for your organization – paid employees and volunteers – should be an advocate. Be sure you haven’t forgotten that one of your most important audiences is right in front of you. Consider whether a specific plan for internal communications may also be in order.
DaySpring Communications adheres to the Arthur W. Page Society principles for PR practitioners
Back