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WHAT IS PUBLIC
RELATIONS? |
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"Public relations strategists help build a positive public image for organizations."
Robert Kirwan
Public Relations Specialist
Infocom Canada Business Consultants Inc.
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| As a public relations specialist, my task is to design
ways to educate the public about a client's products, accomplishments, or
goals. |
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PRELIMINARY RESEARCH |
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To do this, I must first of all study what the
organization is all about.
I ask pointed questions about the product or service and
how they compare with the competition. I may also have to research public
opinion to get a further perspective in order to learn who the customers
are, and what image they already have of the company and its
products.
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QUESTION #1 |
| What do you want to accomplish with
your public relations and marketing program during the next year? |
| This is the first question that must be answered. It
is extremely important to know exactly what you wish to accomplish
during the next year. In other words, what are your corporate goals
and objectives? In what areas do you want to improve or expand? What
specific markets do you want to tap into? Is there a particular
aspect of your business that you want to focus upon for the next
year.
Until I can determine the "destination", it is
difficult to plan a program that will get you there. I have to know
where you want me to take you. |
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QUESTION #2 |
| What are you currently doing in the
area of public relations and marketing? |
| Before I can develop a formal program for your
company, I must have a clear picture of what you currently have in
place, or at least what you were doing in the past. I also must know
what you are already committed to in the coming year. The reason
this information is important is that a public relations and
marketing program is a total package. Everything must be aligned and
working together in order to achieve the desired results. |
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QUESTION #3 |
| How much are you willing to invest
in your public relations and marketing program? |
| This is a critical question that must be addressed
before going any farther. There is no point in preparing a "Cadillac"
program if you are only willing to pay for a "Chevy". This
is where it is critical that you understand that your financial
commitment will have to be aligned, not only with your goals and
objectives, but also with your time lines. If you have a limited
amount of funds, it may be necessary to take you on a longer journey
towards your ultimate goal. I am convinced that I can develop a
formal public relations and marketing program that will satisfy your
objectives. After all, whether you drive to your destination in a
Cadillac or a Chevy, you will still get there. It's just that the
trip may take a bit longer and may not be as comfortable if you
cannot afford the luxury vehicle. |
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PROGRAM DEVELOPMENT |
Once I gather all of the preliminary information and have a good
understanding of what you are hoping to accomplish, what you are
doing now, and how much you want to spend, I put together a program
which I feel will be the most effective.
In order to understand some of the philosophical
principals which I have adopted to help me in the program
development for my clients, click here
>>>>>
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