The Pioneer Strategist -- January 2006

“If you network hard for thirty-five years and build pivotal contacts in strategic areas of business, you can become an overnight success.”

- Harvey Mackay -

Developing Your PR Strategy:  Identifying  Significant Publics

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 identifying your organization's significant publics.

Unless you are a Public Relations practitioner, the term "publics" may be new to you.  When people hear the word "public", they typically think of the "general public."  However, Public Relations professionals recognize the fact that our world is comprised of a multitude of specialized publics.  Some of these publics have a significant impact on your organization's ability to achieve its goals, while others do not. 

For the purposes of this discussion, significant publics are those groups that impact or have the potential to impact your ability to achieve your goals.  Take a moment to list every such group in relation to your organization.  Examples include:

• Current clients

• Former clients

• Your organization's target markets

• Investors

• Referral sources

• Employees

• Members of your Board of Directors

• Local government leaders

• Business leaders

• Regulatory agencies with jurisdiction over your organization.

As you can see, your list of significant publics should not be limited to customers and potential customers.  Instead, your list should include every group -- both internal and external -- that has the potential to impact your organization's ability to achieve its goals.

Once you have developed your list of significant publics, ask the following questions in relation to each group:

1. What are your communication goals for this group?

2. How could this group positively impact your ability to achieve your goals?

3. How could this group adversely impact your ability to achieve your goals? 

4. What impact do you want to have on this public?

5. How do you want members of this group to feel about your organization?

6. What key messages do you want to communicate to this group?

7. What are the best ways to reach this group?

8. Who are the opinion leaders in this group?  How can you build relationships with them?

Developing a thorough understanding of your organization's significant publics ensures that every key group's concerns are taken into account and decreases the likelihood that you are missing valuable Public Relations opportunities.  Additionally, a thorough understanding of your organization's target publics helps ensure that you do not fall victim to the Principle of Collateral Damage by unwittingly communicating a message or taking an action that offends or alienates a key group. 

"Frank Williams makes PR simple and easy to understand.  I attended his workshop and learned tools I could put to work immediately to grow my business.  I encourage all business owners to attend a Pioneer Strategies PR workshop; it is a wise investment and a productive use of your time."

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