The Pioneer Strategist -- June 2007

"All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved."
- Sun Tzu -

PR Blog Topics

Recent entries posted on our blog, Public Relations Insights, include:

• Article Underscores Importance of Customer Perception

• Ad Agency: Perception Wal-Mart's Biggest Problem

• Quote that Sums Up the Role of Public Relations

• Making Your Marketing Meaningful

• Gary Davis: Networking in the South

• Chrysler Ad Campaign Designed to Change Perception of its Vehicles

• Equal, Splenda Makers Settle Lawsuit over Advertising

• Pioneering Quotes

• The Importance of Maintaining Perspective

• A Humorous Story from the World of E-mail Marketing

Pioneer Strategies Announces New Mission Statement

We are pleased to announce our new mission statement: 

Mission:  Pioneer Strategies works with clients to plan and implement strategic long-term communication campaigns to take their organizations to the next level.

The True Foundation of an Effective Public Relations Campaign

by Frank Williams, President

Last month's issue of this newsletter focused on a common misconception about public relations.  As stated last month, far too many people think only of "free publicity" when they hear the term "public relations."  This view of public relations is both inaccurate and incomplete.  In reality, a true public relations campaign involves far more than simply distributing press releases.

In this month's issue I will expand on last month's theme by discussing what I believe to be the true foundation of an effective public relations campaign.

Many people would tell you that communication is the foundation of an effective public relations effort.  I must respectfully disagree.  While communication is certainly important, it is not the foundation of an effective public relations effort. 

In my view, strategy is the foundation of an effective public relations effort.  Effective communication flows from a solid strategy. 

In the absence of a well-thought-out strategy, a communication effort that appears on the surface to be effective might be a waste of time, energy and resources.  You may be very effectively communicating the wrong message to the wrong people at the wrong time.

In The 7 Habits of Highly Effective People, Stephen Covey describes the difference between leadership and management as follows:  management makes sure you are effectively climbing the ladder; leadership makes sure your ladder is leaning against the right wall.

To use Covey's words, a well-thought-out public relations strategy makes sure your ladder is leaning against the right wall.  Future issues of this newsletter will build on this concept and explore some of the reasons why a solid strategy should be the cornerstone of your organization's public relations program.

Pioneer Strategies inks deal with Minding Your Matters Organizing

Pioneer Strategies recently signed a deal to provide Minding Your Matters Organizing with public relations counsel and services. 

Join the "Pioneering Quotes" E-mail List

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