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"Basketball
is a game that gives you every chance to be great, and puts every
pressure on you to prove that you haven't got what it takes. It
never takes away the chance, and it never eases up on the pressure."
- Coach Bob Sundvold -
Developing a PR
Mindset for Your Business - Part V: Know What You Want to
Achieve (and Why)
 by
Frank Williams
The
October
issue of The Pioneer Strategist introduced the concept of developing
a PR mindset for your business, and the
November
issue expanded on that concept by offering insight into our view of
what public relations is and is not.
The January
and
February issues further explored the concept of developing a PR mindset for your business.
This month's topic, knowing what you want to
achieve (and why), is related to February's focus on
planning.
We've all heard the old saying, "If you
don't know where you're going, any road will take you there." This
tried-and-true saying applies to the public relations process.
If you are planning to launch a public relations campaign, set aside
some time to think through what you wish to accomplish.
At Pioneer Strategies, we believe that your
public relations program should be designed to move your organization in
the direction of your overall vision. You don't "do PR" for the sake of
PR; you do it to achieve your overall organizational objectives. With
that in mind, we believe that every public relations activity
should be designed to help you achieve a larger organizational goal.
For this to happen, you must have a clear idea of where you want to take
your organization in years to come.
Questions you should consider include:
- What is your vision for your
business or organization? In general, what do you want it to look
like in three years? Five years?
- How can your public relations effort help
you make that vision become a reality?
- What are your goals for your
business or organization? What milestones do you want to achieve
in three years? Five years?
- How can your public relations effort help
you accomplish those goals?
- What impact do you want your public
relations program to have? What change do you want your public
relations program to bring about?
- How do you want others to view your
organization?
- How is your organization perceived by
others? How does this line up with the way you want to be
perceived?
- What changes do you need to make to ensure
that you are living up to your desired reputation?
- What groups of people do you need to reach
in order to achieve your communication goals?
- What groups of people could potentially
derail your plans? How can you reach out to them?
- What is your message, and why does anyone
care?
There are certainly many more questions you
could consider as you think through your overall communication goals.
The critical thing is that you take the time to develop a clear, well
thought out idea of what you want to achieve and why you want to
accomplish those things.
The clearer your vision for your
organization, the stronger your public relations mindset will become.
The cloudier your vision, the weaker it will be.
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