Public Relations Trio

3 Phases of Public Relations

Public relations is so much more than smoke and mirrors. For us, it’s also more than just a way to ‘spin’ facts. Spinning is like ‘gas-lighting’ and often tries to hide the true objective of its efforts: self-service. Ultimately, most people are too smart to see right through that. 

Good public relations strategies – the ones that meet their goals and objectives – are based upon a trio of interactive approaches. The first is your foundational message that is effectively communicated in a way that introduces, invites and inspires others to care about and share your expertise, experience and services.  

When you are clear about your message and develop a public relations campaign that will help you meet your goals and objectives, you are in a good position. Unclear messages and sloppy efforts must be avoided.

We recently read an article in Small Business.Chron that explored the differences between goals and message. Meredyth Glass made some very valid points that we’d like to share here:


Public relations goals describe your global, abstract plans. Objectives help you find ways to realize those goals. 

For example, you may want to develop a relationship with the local preschools… In this case, you might create a set of objectives targeting local schools, including publicizing teacher discounts, creating a teacher shopping day or teacher wish-list program and offering a preschool fundraising program in your store.

Measure Success

Measuring goals and objectives are two different things. Goals by their nature are more conceptual and that’s difficult to measure. Glass suggests that objectives are more tangible and there more measurable. 

If your goal is to "reduce your use of fossil fuels," the supporting objective might read "replace 25 percent of delivery trucks with electric cars within one year." This is a measurable objective that helps improve your company's environmental image.

Knowing the difference can help you deliver your well-thought-out message with greater accuracy. Lofty ideas are not easy to convey but they can be translated into concrete actions that speak volumes about how what you have to offer makes life better for others.

To read Glass’ complete article, click here

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News Veterans

News Veterans: Priceless

We think news veterans are priceless and believe it’s become obvious how important their work is. In the 2017 political landscape, especially, their worth is clearly noted daily. Who else holds accountable those in power?

Most of those journalists are experts who bring years of experience to the stories they cover. They have nurtured valuable resources and have fine-tuned their sense of what is most salient in any given issue.

In many, many cases they follow in the footsteps of their predecessors at a time when newsroom budgets were more generous and people were more willing to take time to read what was being reported.

The climate today has changed. Most readers want pithy soundbites and news stories are shrinking to become more like news briefs than news stories.

For tomorrow’s journalist, the landscape – which unfortunately includes a plethora of ‘fake news’ and advertisement driven news sites - is rockier than ever before. These newcomers will need to be show how to distinguish fact from fiction.

Enter in the veterans.

According to Judy Farah, a KFBK Radio contributor and former Associated Press reporter, having an opportunity to learn the ropes can make all the difference. She recalled being assigned stories that challenged her in many ways. Unforgiving deadlines and extensive research combined to push her hard and fast.

She wrote:

“Once upon a time, new reporters came into newsrooms and were relegated to minor beats such as covering planning boards or zoning commissions. They had to work for years to earn a shot at a coveted general assignment reporter position. But during that time, they got to observe and learn from the veterans who surrounded them. That doesn’t happen anymore. Whether it’s in print or broadcast, young reporters are being hired and pushed into reporting on air or in print with a minimum of training and experience.” She asks: “If all the veterans leave, who will train the next generation of journalists?”

Farah herself now a veteran who has trained more than 80 fellow journalists, including how to uncover strong news angles and determine which questions to ask, notes that many bureau chiefs, news and business editors, crime and sports reporters have gone by the wayside, due to mergers and layoffs.

We agree with her call for today’s remaining staff, most often dominated by younger, less experienced news people, to reach out to the veterans on their staff “for guidance and wisdom. Before they are all gone.”

Very wise words from a seasoned journalist who’s been on both sides of this equation. 

To read her complete Huffington Post article, click here.

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Crazy Public Relations

3 Crazy Public Relations Campaigns

To truly generate results and expand your businesses reach sometimes you need to think outside the box. Focusing on bigger concepts, outreach and relationship-building techniques are just a few pieces of a successful public relations campaign puzzle. Here are three examples of completely outrageous public relations strategies we found on Stratabeat that worked really well.

150 Yellow Sheep for the Tour de France

While an estimated 77% of United Kingdom shoppers watched this year’s Tour de France, it was the sheep who stole the show! During the first stage of the race, 150 dyed yellow sheep dotted the landscape. Although yellow was chosen to honor the color of the jersey worn by the race’s leader, the presence of the sheep quickly evolved into a social media frenzy. On a humorous note, no animals were harmed during the entirety of the campaign. The wool was later made into sweaters that were given to families in need.

Tinder’s “Adopt a Dog” Campaign

Tinder is one of the hottest dating applications out right now. Records suggests that it has an estimated 10 million+ active daily users. According to the American Society for the Prevention of Cruelty to Animals (ASPCA), more than 2,500 matched have been made through “Adopt a Dog.”  Engaging the public allowed them to help provide furry friends with a safe home. It also decreased the number of animals that are sent to animal shelters.

Intuit’s Small Business Big Game Competition

The developer of QuickBooks, Intuit, recently struck gold for itself and an up-and-coming company through its Small Business Big Game Competition. The winner of this competition was GoldieBlox, a small company that produced award-winning construction toys for girls. The prize was a $4 million ad during the Super Bowl that aired before a viewing audience that exceeded 100 million people. This campaign empowered both Intuit and the younger business that shared its unique story. The community engagement included letting the public decide which small company would be the winner.

There are more successful and maybe even crazier public relations campaigns out there. To read about a few more click here.

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