PUBLIC RELATIONS –

To get the image you want

        It takes time and money and commitment to build a good public image, but it could be lost with one foolish action.

        The power of public opinion must be faced, understood and managed.

        A strong PR campaign relies on the careful planning and defining of its goals and objectives. 

        Good planning can save you much money but you should allow for a realistic budget. 

A handful of tips to improve a company image

* Define and research your target audiences

        Work out who your target audience is; who do you want to influence?

        What message do you want to get to your target?

        What message are you aiming to get across to what people?  Who do you want to influence?

        What do your audience know or need to know?

        What are the habits and knowledge of the people you aim to influence? 

        Where does your target audience  get their information? Friends and colleagues, internet, social media or news organisations?

* What is the best way to get messages out to your selected groups?

        There is no best way. It will depend on who you are targeting and their habits.

        Ensure you have a website and keep your social media and website updated.

        Targeted algorithms  can provide content to your audience, via social media or news platforms.

        Define what you consider will be a successful campaign.

        The best public relations is obtained by giving outstanding customer service and spreading your message by word of mouth.

        Delegate public relation responsibilities to all your people, especially to your front line ones. Train them well!

        Make sure you have set up a good two-way communication system within your organisation.

        Maintain a close liaison with reporters, clients and the audience you want to reach (your publics).

        Support high profile ‘good causes’.

* Prepare an action plan, with a budget

        Decide on the messages to be sent to a specific group by a specific date. 

        Allocate tasks to reliable people and state when they must be completed.

        List the costs of these tasks and make sure there is sufficient money available in the budget.

        Use websites, apps and blogs to reduce costs. These are now essential public relation tools.

* Implement the plan

        Your  plan must be flexible so it can be adapted and altered  easily when you get useful feedback and helpful suggestions.

* Review and evaluate constantly

        Keep learning from your mistakes and cost returns from your public relations expenditure.

        Keep a close watch on the budget and the benefits gained.

        Returns on investments (ROI) is part of your financial planning and evaluation.

        Present your messages attractively.

        Make them simple, honest and succinct.

Geoffrey Moss(mossassociates.co.nz)

“What people say behind your back is your standing in your community.”

For those in need,  download our FREE book “NO JOB! WHAT NOW? available from our website.

SOURCE: For more on this topic see;  “Persuasive Ways” first published by Moss Associates Ltd, New Zealand and in Chinese by Shanghai People’s Publishing House and as “Secrets of Persuasion” by Cengage Learning Asia. (Available as an e-book from Amazon.com.) Also available as “Getting Your Ideas Across” from Kogan Page, U.K and a  Hungarian translation published by Bagolyvar Konyvkiado, Budapest.

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