Think Strategically...PR is MORE than just Press Releases!

Building "exclusive credibility" is one of the best ways to describe the benefit of thinking strategically when it comes to Public Relations. It is about establishing a corner where your organization is the reputable representative to speak with authority on a given subject. This is no easy task to undertake, is it?

When the time has come to review how you reach your customers, audience, prospects, investors, members, or the community; an overall strategy that encompasses addressing your audience and how to reach them is essential. For example, if you are preparing a product launch aimed at youth for this Christmas, it is a known fact that their preferred media is the internet. Developing a public relations strategy with a challenge going out to youth on a MySpace account would be an advisable strategy. The thought process of being strategic produces a more effective and measurable campaign than if you were to rely on guess work.

The process of being strategic in your Public Relations thinking starts with identifying your objectives. While in my view, your most important objective should be to establish "exclusive credibility", other objectives could include building relationships, protecting reputations, and supporting marketing efforts.

From there, being "strategic" means laying your ducks in line. Where do your audiences get their information? Are they middle aged men concerned mostly with what's on the news? If so, lining your PR strategy up with a media relations campaign driven by creating a story board of stories would be the best direction to focus creative thinking. It may even be advisable to back such media relations with well-placed advertizing in these same arenas. Is your audience comprised mostly of "soccer moms"? Community outreach campaigns may be the obvious venue. Linking your organization with sponsoring junior sport or breast cancer research for example, builds a reputation of corporate social responsibility. Strategically speaking, a corporation with a reputation of helping the community will undoubtedly receive more positive feedback from its marketing efforts. The other options to public relations strategy can vary from stakeholder relations, product demonstrations in public areas, and internet PR.

After choosing the strategy, it is also crucial to develop what will measure success. Again, strategic thinking is essential. As an example, measuring a gain in positive reputation is a laudable goal. However, how is that measured? Planning ahead allows organization executives to identify milestones and benchmarks. Because no two campaigns are alike, it is essential to profoundly reflect upon expectations. Are they reasonable? Can PR alone achieve these objectives? While measuring the success of Public Relations based on the number of sales an organization achieves is a dubious endeavour, Public Relations Strategists can work with your marketing department or marketing plan to identify points where increased exposure have delivered clear and sustainable results.

Deciding which strategy to undertake requires an ability for creative and out-of-the-box thinking. Planning is your key. Public Relations strategists are experienced in creative thinking and planning. The value of PR planning becomes obvious from their experience and input.
_____________________________
Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy. Make sure to contact him for advice on reaching audiences you may or may not have yet considered in your marketing communications and PR campaigns. Drop him a line if you are looking for help in developing a public relations campaign. You can view his website at www.actionstrategies.ca.