Myth vs. PR: Where does Public Relations deliver value for non-profits?

How does an executive know if a communications strategy is needed and how do they know what public relations can reasonably deliver?

PR cannot fix it all but it is an important part of an association's outreach efforts in ensuring that the its messages are received and understood by those needed to advance an organization's cause. Communications practitioners work closely with other administrators and managers who all have an important part in the strategic direction of an organization. This includes attending formal meetings, all the way down the line to the way crafting strategies for how your volunteers interact with the community. If there is a problem in a certain area, PR acts a repair and reputation manager in a crisis situation.

Public relations can promote activities and developments surrounding your organization, and make the public aware of what your organization is and what it does. It can sustain a mutually beneficial relationship between your organization and your audience. PR professionals provide you with solid ties to media outlets, and can pitch articles on behalf of your organization. Most importantly, PR complements an organization's marketing and advertising efforts. If your association is undertaking a new membership benefits package, good PR counsel will identify the tactics and strategies that will build a thorough understanding of the package and boost the value of word-of-mouth efforts.

Where an Executive Should Exercise Caution

Although it can accomplish many things, misconceptions are abound that public relations can sugar coat any sticky situation by withholding and spinning information. This simply is not true. Attempting to fool the public is never a good strategy nor is it very effective. Nothing works better than telling the truth. Most people are media savvy and can see right through propaganda. More importantly, you run the serious risk of a damaging reputation with members and potential members. Public relations strategies should be used to disseminate the truth. Lying will only hurt your organization in the end, and create mistrust between you and your publics.

Finally, PR practitioners cannot guarantee media coverage. The success of your association's media relations need to be based on solid relationships that foster a two way exchange with the media. Although most practitioners have close ties with gatekeepers, the media cannot be told what to publicize. Likewise, practitioners cannot get reporters to only write “good stories”. Although errors within an organization occasionally occur and such stories appear in the press, a professional PR practitioner will maintain a good relationship with the media so that they report on the successes as well as the errors.

Ethics in Public Relations

Most practitioners subscribe to a code of ethics committed to honesty. Members of the Canadian Public Relations Society (CPRS) subscribe to their own ethics called codes of professional standards. If seeking the counsel of a public relations professional, ask them the tough questions about what they feel can be honestly delivered from a PR campaign. If the claims sound too good to be true, it usually is the case. Membership in an organization such as CPRS and/ or accreditation from CPRS is usually a good standard from which to start in assuring that you are presented with the whole and true picture.

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Mark Buzan is Principal and Chief Magnifier in Action Strategies, a full service Strategic Communications, Public Relations and Public Affairs Consultancy for non-profits and associations. 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.