The Pioneer Strategist -- April 2006

"What you see and hear depends a good deal

on where you are standing; it also depends

on what sort of person you are."
- C.S. Lewis -

The PR Battle Herb Sendek Couldn't Win

by Frank Williams - April 7, 2006

Herb Sendek announced last Monday that he was resigning as head basketball coach at my alma mater, North Carolina State University, to accept the head coaching job at Arizona State University.  I believe Sendek made this choice because he came to the realization that he was engaged in a Public Relations battle he could never win. 

This situation provides a classic demonstration of the power of perception.  It proves that perceptions are real, even if they are inaccurate.  Two competing perceptions battled for position in the weeks and months leading up to Sendek's decision to leave NCSU. 

Click here for the article

PR Blog Topics

Pioneer Strategies recently launched a new blog, Public Relations Insights.  Recent entries include:

• April 10 - Wise Communication Advice from Ben Franklin

• April 4 - Parking in Downtown Raleigh: Perceptions Are Real, Even When They Are Inaccurate

• March 31 - The greatest problem in communication

• March 30 - A Key to Effective Communication

PR Tool:  Special Events
 

A Common Misconception

As stated in each of the last two newsletters, many hold the mistaken view that Public Relations is a one-dimensional discipline centered solely around an effort to gain "free" publicity by distributing press releases.  This view of Public Relations is both narrow and inaccurate.  While the press release is certainly a common PR tool, the most effective PR campaigns utilize a variety of tools that work together to achieve your objectives. 

Special Events

Special events present a wide range of Public Relations opportunities and have the potential to impact a wide range of publics.  As you develop your Public Relations strategy, you should keep an eye out for any such opportunities that are available to your organization.

First, you should develop and implement strategies to maximize the Public Relations impact of any events in which you are already participating.  If a representative of your organization is making a speech at a Chamber of Commerce function, how can you leverage that event?   If your organization is involved in a community service effort, how can you tastefully and subtly leverage your involvement?  If you are exhibiting at or sponsoring a trade show, how can you maximize that opportunity?

Second, you may want to consider hosting your own special events.  For example, NAI Carolantic Realty of Raleigh sponsors a major real estate gathering each year; during this event, the firm presents the results of an in-depth real estate market survey.  Carolantic's event always attracts a huge crowd.  Perhaps more importantly, the audience almost always includes most of the area's movers and shakers.  Finally, the event almost always obtains press coverage.  This event helps position Carolantic as a thought leader and expert in the Triangle real estate market. 

Special Events - Public Relations Opportunities

It is important to understand that maximizing the Public Relations impact of a special event does not necessarily mean obtaining press coverage.  In layman's terms, maximizing an event's PR potential means doing what is necessary to ensure that the event has the greatest possible positive impact on your organization's significant publics; this may or may not involve press coverage.

For discussion purposes, let's assume that a representative of your organization is speaking at a Chamber of Commerce function.  Aside from distributing a press release, how can you maximize the Public Relations impact of this opportunity?  First, you should consider informing all of your existing clients that your organization is presenting.  Even if they are unable to attend, this further solidifies you as an expert in their eyes.  Second, you should consider inviting potential clients to attend.  If they are a hot prospect you may want to pay for any fees associated with their attendance.  These two simple steps -- neither of which involve distributing a news release -- will strengthen your connection and credibility with two key target publics.

Strategy

As with any Public Relations tool, it is important that your special event be part of a larger, well thought out Public Relations strategy. All Public Relations activities, including special events, should move your organization in the direction of its overall vision and goals.  A solid plan will help ensure that you take advantage of legitimate PR opportunities, don't waste your time chasing wild geese, and get it right the first time.

Next month's issue of The Pioneer Strategist will continue this discussion by exploring the nuts and bolts of planning an effective special event.

"Pioneer Strategies' Advanced PR Workshop is the real deal. If you want to crystallize your PR plan AND put it in gear, attend this seminar!"

- Greg Schraff, Director, Business Development

Brooks Bell Interactive

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