|
"The road to success has
many tempting parking
places."
- Steve Potter -
Pioneer Strategies
launches PR Blog
Pioneer Strategies recently launched a new
blog, Public Relations Insights.
Click here to review
recent blog entries.
Developing Your PR
Strategy: Selecting Communication Tools
 In
recent
issues of The Pioneer Strategist we have discussed
various aspects of developing a Public Relations strategy for
your organization. This issue focuses on the process of
deciding which communication tools to employ during the course
of your campaign.
A Common Misconception
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. In reality, most effective PR campaigns
utilize a variety of tools that work together to achieve your
objectives. Consequently, choosing the right
combination of communication tools is one of the keys to Public
Relations success.
Commonly Used PR Tools
When people hear the term "Public
Relations", they often think of press releases. While the
press release is certainly one of the most common components of
a Public Relations program, effective campaigns are borne out of
a comprehensive strategy and utilize a wide variety of
communication weapons. Potential PR tools include special
events, public service announcements, informational web sites,
blogs, articles, community relations, multimedia, electronic
publications such as this newsletter, company profiles or fact
sheets, sponsorships, and so forth.
Evaluating Communication Tools
Your organization's Public Relations
plan provides a strategic framework to assist you in determining which
communication tools will help you achieve your goals.
As you decide which tools you will
and will not employ, ask yourself the following questions:
- Will this tool help us
achieve our organization's communication
goals and overall business objectives?
- Will this tool reach one or
more of our
significant publics?
- Will this tool allow us to
consistently communicate our
message?
- Does use of this tool lend
credence to our desired reputation?
- Is our organization able to
effectively utilize this tool?
- Do we have the resources to
utilize this tool for the long haul?
- Do we have the commitment to
invest in this tool for the long haul?
- Do we have the knowledge
to utilize this tool on our own, or should we obtain
professional counsel?
These questions will help you begin
the process of choosing the tools you will employ in your
organization's Public Relations effort.
-
Frank Williams, President
"Consistency breeds
familiarity, familiarity breeds confidence, and confidence breed
sales."
- Jay Conrad Levinson in
Guerrilla Marketing -
Upcoming Public
Relations Workshops
New! Advanced PR
Planning Workshop
Pioneer Strategies now offers an Advanced PR
Planning Workshop. This intensive workshop is designed for those
who have attended an introductory Small Business PR workshop or who have
extensive experience or education in a marketing-related field.
- Upcoming Advanced PR Planning Workshop - TOMORROW: Thursday, February 23.
Click
here for more information.
Small Business PR
Workshop: March 15.
Early bird discount ends March 8.
Click
here for more information or to register.
What people are saying
about Pioneer Strategies' Advanced PR Planning Workshop
 "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
Click
here for more information
Invite
Frank Williams to Speak
If
you wish to invite Pioneer Strategies president Frank Williams to speak to your organization, please send an
e-mail to info@pioneerstrategies.com
or call 919-833-4345.
How to subscribe to
this newsletter
If you are receiving a forwarded copy of
this newsletter and would like to subscribe,
click
here or send an email to:
subscribe-956605774@ezinedirector.net
This
newsletter and all content and information contained herein are the
property of Pioneer Strategies, Inc. and may not be
reproduced in any form without the express written consent of the
publisher.
|
