From the desk of Kathryn Marshall...
When you’re developing a new PR program or evaluating an existing one there are a few specific questions to ask yourself to avoid common pitfalls companies fall into when their PR program is not strategically aligned with the goals and objectives of their organization.
1. How will the
PR program help the organization achieve its overall business goals and
objectives
2. What does
success look like – what are the results you want and what will they achieve
for the business? (Is the existing PR
program returning the results you originally envisioned?)
3. Do you frequently have stories written on your company but nothing really seems to happen as a result?
To
ensure your PR program not only drives attention in the marketplace, but it
helps reach the people you need to reach to get the results you want there are
a few points to consider:
Identify
your goals first: Many
companies make the mistake of getting swept up in the idea of seeing their name
in print. Or, some feel any publicity is good publicity. Before rushing out to
speak to the media, take the time to look at what the overall business is
trying to achieve. Is the business looking for funding, or are you trying to
enter a new market? Once you establish the goal, then you can figure out a way
that PR can help support that effort.
Know where
to reach your customers: Ask
yourself the important question of who you are ultimately trying to influence,
and then figure out where they live. Are your customers reading technical trade
magazines to procure the products or services you offer, or are they more
likely to be found on mainstream blogs or reading business outlets? Creating a
map of the people that consume your product and the people who ultimately pay
for it and aligning it with the type of media they read most will go a long way
toward making sure the right people are getting your message.
Use the
right message: Getting
a story in the press doesn’t net much for a company if the key message your
audience needs to hear is buried or, worse, left out entirely. Consider the
outlet you are speaking with and put yourself in the reader’s position. What do
you think is most important for them to hear and how can you grab their
attention and get your message across? Be strategic in what you say and to whom
you say it, and always centralize your comments around the most important
message you want to convey.
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