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"Next
week there can't be any crisis.
My schedule is already full."
- Henry Kissinger -
 PR Blog
Topics
Recent entries posted on our blog, Public Relations Insights,
include:
Strategy: A
Framework for Intelligent Decision-Making
 by
Frank Williams, President
The
June issue
of this newsletter discussed what I believe to be the TRUE foundation of
public relations: strategy. In that article I
contended that effective communication flows from a solid strategy.
Last
month's issue focused on the importance of taking the time to lay a
solid foundation.
Far too many business leaders spend the bulk
of their time shooting from the hip. Because they have not taken
the time to develop a clear, well-thought-out strategy, they jump at any
opportunity that comes their way. All too often they embark on a
wild goose chase, wasting valuable time and resources pursuing a
mirage.
Taking the time to develop a solid strategic
foundation for your communication program -- and your entire
organization, for that matter -- equips you with a thoughtful framework
for informed, intelligent decision-making. If you have a solid
strategic plan, that plan will provide you with a basic set of
principles and criteria against which you can evaluate public relations
opportunities. When an opportunity arises, you can then refer to
your plan and ask questions to properly analyze the opportunity.
Questions to ask include:
- Will this opportunity advance your overall
vision
for your organization?
- Does this opportunity enable you to reach
the
significant publics identified in your strategic plan?
- Will this opportunity allow you to clearly
communicate the
message
outlined in your strategic plan?
- Is the opportunity itself consistent with
your overall message? For example, if you work for a non-profit
organization it might not be wise to pursue an opportunity that your donors
and board members perceive to be too costly. Even if the opportunity itself is a
worthy one, it could create the perception that you are making unwise
use of your organization's funds.
- Will you be able to use this tool with
consistency?
- Will you have the
patience
to stick with this tool for the long haul?
- Will pursuing this opportunity create
collateral damage by evoking a
negative
reaction from any of your significant publics?
- Do you have the resources (financial,
human and otherwise) to successfully take advantage of this opportunity?
Take time to lay a solid strategic foundation.
In doing so, you equip yourself to more intelligently evaluate
opportunities that come your way. This framework will empower you
to distinguish truly valuable opportunities from those that would not
help you achieve your organization's goals.
Save the Date:
Author & Leadership Expert Marty Clarke to Speak at Dec. 7 Friday Morning
Leadership Forum
 Marty Clarke,
author of
Leadership Land Mines and Communication Land Mines, will be the guest speaker
at the next Pioneer Strategies Friday Morning Leadership Forum on
Dec. 7. The event begins at 7:30 a.m. and will be held at the Cardinal Club
in downtown Raleigh. Pre-registration is required. Registration is $15
per person and includes a buffet breakfast; attendees must pre-register
by Tuesday, Dec. 4.
Click
here to register.
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