|Posted on May 19, 2019 at 7:35 PM|
As public relations professionals, it's important that we think strategically. It's easy to slip into tactical thinking. But we must remember the bigger picture.
Paul J. H. Shoemaker breaks down the six habits that you need to have to be a true strategic thinker in his book "Six Habits of True Strategic Thinkers." They are:
|Posted on May 9, 2019 at 1:55 PM|
In business, as in life, it is important to be proactive and forward thinking. You can't safely protect the value of your brand if you become complacent and reactive. What do I mean by reactive? By reactive, I mean only communicating on behalf of your brand when forced to do so. When asked to respond by a customer or client. Being reactive allows others take control of the opinion of your brand. Being proactive and communicating regularly ensures that people are getting enough information to formulate a positive opinion of your brand, product, or service.
At Turkington PR, our tag line is, "We get you into the news. And, if IT hits the fan...we get you out of the news." By helping our clients be proactive, we greatly reduce the chance that they'll have to be reactive and ask us to "pull them out of the news."
|Posted on May 9, 2019 at 11:05 AM|
Public relations isn't just about sending out press releases and dealing with media on behalf of clients. Every interaction with a client or customer is an opportunity for public relations. It's an opportunity to express, expose and grow your brand. This includes phone calls with suppliers, potential customers, existing clients, etc.
Those who are interacting with your customers/clients on behalf of your company are ambassadors for your brand. If an appointment is missed or they don't get back to someone, it reflects on your brand as a whole. Someone who has an unsatisfactory experience is more likely to go out and tell ten friends about what a bad time they had with your brand. Even worse, they'll put it on Twitter and Facebook.
All employees need to remember that a customer centred approach will lead to growing the overall brand.
|Posted on May 1, 2019 at 8:30 PM|
I'm often asked about the success rate for public relations activities. Does what we do get clients media coverage and give a significant return on investment? Where we have clients who let us work consistently on their behalf for a period of time (a minimum of six months) they can get consistent coverage in the media - written, print, online, television, radio, etc. This consistency of interviews and articles works to drive traffic to client websites; initiates phone calls; provokes requests for proposals. All leading to a significant return on investment. In addition to this return, public relations is also bringing the client credibility and establishing them as an industry expert.
|Posted on January 21, 2019 at 7:50 PM|
Before implementing any kind of public relations campaign, it is important to know who you are speaking to.
In short, you must identify your target audiences.
These are the people who will be impacted by the key messages you’re planning to communicate. The more information you can gather on each stakeholder group the easier it will be to develop objectives, strategies and tactics for talking to them.
The key to properly defining target audiences is to understand how they are involved and affected by the story you’re telling. What do they know about it? How do they feel about it? Are they a part of it? And how will they react to it?
You might define your target publics based on geography, demographics, psychographics, covert power, position, membership, reputation (i.e. opinion leaders, influencers), or role. These can be used alone or in combination in order to identify audiences.
Identifying your audience is key to deciding which media should be used to communicate with them.
|Posted on January 12, 2019 at 6:50 PM|
Some valuable insights in this article on the power of brand advocates. Public Relations is key to building a sustainable roster of brand advocates for your product or service. http://ow.ly/FcHX30ni1mN
|Posted on January 12, 2019 at 4:20 PM|
On a number of occasions I have come across people and organizations who view public relations / corporate communications in much the same way as advertising. They expect to see instant results.
When you place an ad you know when and where it will appear. In fact, you will even be able to pick the dates or length of time you would like the ad to run. You'll also know exactly what size it will be.
With public relations, you won't know exactly when and where it will appear (initially) and you won't know how long any resulting article might be.
Public Relations is about investment. Investment of time, building relationships and building trust. Professionals in the communication field help to manage these investments on behalf of their clients.
Reporters need to know that you are a reliable resource. They need story ideas from you that are targeted towards the audience of their particular publication/media outlet. PR professionals work to ensure that these requirements are met through keeping media contacts cross numerous industries.
At times, there will be a lot of back and forth with reporters to work out the details of stories. It might take a few weeks, or even a few months, to nurse the story to eventual publication. There may be a number of angles that need to be covered. Different publications might look at the story from a different viewpoint or be interested in different aspects of the story.
The payoff in all of this is that articles published by local, regional and national media outlets will convey a lot more information about your product, service or organization. Not only will it re-enforce the marketing efforts already undertaken, it will create a buzz and provide credibility that marketing alone simply cannot provide.
|Posted on April 23, 2017 at 1:30 PM|
This article provides some great tips on how to perfect your brand voice. For me, the one that jumps out most is "be a storyteller." http://bit.ly/2pT4YAD
|Posted on January 22, 2017 at 2:30 PM|
I often talk about principles 1, 2, 4 & 9 when I'm introducing people to the concept of public relations. http://bit.ly/2iRCtno
|Posted on November 25, 2016 at 11:45 PM|
This article on the art and science of emotional engagement underscores one of the many filters that impact how our key messages are received and interpreted by audiences. We have so many things to consider when putting together our communication vehicles.