For some time, executives have viewed public relations as a soft discipline of questionable value to a company’s bottom line. Recently, however, the reputation of public relations has been supported by the metrics that are pushed into every marketing initiative. “They don’t always understand that it takes a variety of steps to get media attention. I’ve sometimes found a general lack of clarity about how the things I do on a day-to-day basis connect with PR,” says Renee Deger. , public relations manager. at the Loyalty Lab in San Francisco.
Public relations is a strategic process used to develop a comprehensive communications plan to reach your target audience. The company’s message is received by its audience using strategies and tactics based on research created. It is essential that an effective public relations plan be in action for any sales and marketing company to reach its full potential.
By starting with what public relations professionals call a SWOT analysis, a company’s strengths, weaknesses, opportunities, and threats can be addressed. This research is necessary to establish future business avenues to explore. Short-term and long-term goals should also be noted to ensure a clear and consistent message is delivered.
A useful model used in the public relations process is STRING theory. Fundamental research, objectives, planning, and evaluation are examined in their entirety to develop an effective communication plan. These elements help guide the campaign.
Research is the first step in this strategic process, followed by setting realistic goals, planning and execution, and finally evaluating the campaign to adjust any areas that need improvement. The target market of a company is identified and located. Quantitative (eg surveys) and qualitative (eg focus groups) research methods can then be carried out to then develop an effective strategy to better reach this audience. Who and where are your potential audiences and how are they reached. Whether it’s TV, radio, or print ads, each market has its own preference and needs to be known before creating any tactical material.
For example, press releases market a company’s involvement, success, or services in an industry; therefore, it receives more media interviews than its competitors. This is just one example of how public relations can save a company from doing unprofitable business. All companies can benefit from a more profitable approach to doing business.
Furthermore, strategic public relations can be essential when it comes to risk and crisis management. A company’s reputation with the public can make or break future networking opportunities. With a strategic plan in place, sensitive issues can be handled in a more delicate manner, resulting in a more favorable position for the company.
Al Maag, currently director of communications for Phoenix-based electronic components supplier Avnet, joined the company for his first public relations tour of duty. His responsibilities fell under the heading of “communications,” but the CEO at the time favored advertising and other disciplines that had a fixed budget and broad acceptance over the more delicate practice of public relations.
“Nobody at our company talked to the press in those days,” he tells Monster contributing writer Kelly Shermach. “Management didn’t get it, didn’t appreciate it, didn’t care.” This was not just Maag’s impression. The CEO made it clear to him that public relations was not high on his list of priorities.
Maag convinced Avnet’s CEO that public relations created the demand his salespeople needed, in addition to maintaining his public image and leverage with shareholder investments. Now Avnet managers “know it’s their job,” says Maag, to create good news that can be shared with the public. “Most people believe journalism over advertising.”
Effective public relations help build stronger, mutually beneficial relationships with current and future clients. Loyal customers are a company’s most valuable asset and must be carefully preserved. As noted in Monster Career Advice, with good public relations, even managers struggling with small advertising budgets can generate sales leads.