The Pioneer Communicator -- October 2004

PR Principle:  Consistency

The January 2004 edition of The Pioneer Communicator provided an overview of the Principles of Effective Public Relations.  These principles are the fundamentals; they are as important to your Public Relations effort as blocking and tackling are to a good football team.  In this issue, we will discuss a key principle:  Consistency.

Consistency

Virtually everyone who owns a television set is familiar with the AFLAC Duck and the Energizer Bunny.  Most people recognize the Chevrolet logo when they see it, and everyone knows that a McDonalds is just ahead when they spot the Golden Arches through the windshield of their car.  In terms of automobiles, most people think of Jaguars as luxury cars and Honda as a manufacturer of reliable vehicles that get good gas mileage.

All of these companies have something in common:  consistency.  Their marketing and public relations efforts communicate a consistent message through consistent media, and they do so on a regular basis.  

Consistency is one of the most fundamental principles of Public Relations.  Consistency and repetition lead to familiarity, which breeds credibility.  There are a number of keys to maintaining consistency in your Public Relations efforts:

- Consistent Message:  Once you decide on your message, stick with it.  You can't build a solid reputation if you keep changing your message.  

- Honest Message:  It is much easier to communicate a consistent message if you are communicating an honest message.  In short, your message must be consistent with who you are.   

- Consistent Look:  All of your marketing materials -- from business cards to stationery to signage to brochures to advertisements -- should have a consistent look.  If you have a logo and tagline (slogan), it should appear on everything you produce.  

- Consistent Media:  If you are conducting an advertising campaign, your ads should appear regularly in the media you choose.  Don't commit to advertise in a publication unless you are ready, willing and able to advertise in that publication for an extended period.  Once again, repetition leads to familiarity.   

- Consistently Visible:  If you are trying to build a strong presence in the community, you should be consistently visible.  You cannot build a strong presence by attending a chamber function here and there.  You must attend regularly and get involved.   

- Repetition:  Are you getting sick of hearing your own marketing messages?  If not, your program hasn't had time to work.  If so, then it's probably beginning to take root.  

Reputations are built over time by consistently communicating your message to the right target groups.  Consistency and repetition are keys to your success.  

Networking:  Consistency - Quantity vs. Quality

We have previously defined networking as making friends before you need them.  The purpose of professional networking is to build strong, trust-based business relationships that stand the test of time.

Far too many networkers make the mistake of placing quantity ahead of quality.  Their networking activities are incorrectly geared toward meeting as many new people as possible.  Instead of building a strong network of reliable contacts, they end up with a network that's a mile wide and an inch deep.

Smart networkers know that the purpose of networking is to build relationships. That's why they focus on quality, not quantity.  They invest the time and energy required to get to know key people.  Smart networkers know that it's not just about them -- it's about the other person.  That's why they make it a point to add value to the relationship.   Smart networkers don't try to make a sale on the first contact; instead, they build the relationship by taking the time to follow up and stay in touch. 

Smart networkers focus on the quality of their contacts, not the quantity of contacts made. 

Which kind of networker are you?

- Frank Williams

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