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:
Abstract/Specific
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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