PUBLIC RELATIONS

Public Relations

Public relations isn’t just spinning an issue or pitching a good story to the media. It is the comprehensive and strategic work of building relationships with key publics. It is who you are, what you say and do and how your values translate into actions. Defining, maintaining and managing your organization’s position in the market should be a business priority. Communications – not just information sharing or persuasion, but engagement – is an essential strategy.

There’s an old line that advertising is what you say about yourself. Public relations is managing what others say about you. The most effective public relations is built on three elements:

Vision

• Organizations need to articulate a vision that is bold, clear and compelling.

• A vision needs to answer a single question: If this organization succeeds, what will be different?

• May be focused on internal or external audiences, but all audiences should find value in the vision’s significance.

Identity

• Identity is the persona of the organization.

• Identity is communicated through the messages (the language used, the issues highlighted); spokespeople (the “face” of the organization; the look (logo, style); and, tone (how organizations choose to engage.

• In today’s environment of rapidly evolving (and disappearing) products and changing markets, a clear and meanginful identity is essential.

Culture

• The most credible communicators are an organization’s own employees and partners.

• Culture builds on the organization’s values and vision. It consistently and persistently communicates the purpose.

Spokesperson Training