Think You Can’t Afford PR? You Can’t Afford Not to Do PR

5 musts for a successful public relations program.

https://www.linkedin.com/grp/post/3959297-6039832886746632196

“Five Musts 
for a Successful Public
 Relations Program:

1. Every organization must have a written annual public relations plan that fits in with the organization’s mission and fundraising plans. The purpose of a PR plan is to state the goal or direction of the organization and detail the specifics of how 
it will be achieved. At the same time, 
the plan must be flexible enough to 
allow for new creative ideas or unanticipated opportunities within the established organizational objectives.

PR plan elements include:

• Situation analysis
• Objectives
• Target audience
• Messages
• Target media
• Strategies
• Tactics
• Staffing
• Budget
• Timetable
• Measurement

Lewis Carroll wrote, “If you don’t know where you’re going, any road will do.” That’s the point here. A specific plan like this ensures that your organization (top management, development, program and public relations) is in sync. It yields maximum efficiency, and it’s a key to success.

2. Adopt a proactive mindset, not a reactive one. Look for ways to get out in front of a story. Don’t just react to news or events. Create your own news and events. You set the agenda. You frame the issue.

3. One of the most important trends in our profession today is issue-
oriented public relations. This involves identifying an issue, persuading target audiences that it’s an important issue or problem, and positioning your 
organization as part of the solution to the problem and, thus, worthy of support.

…

4. Consider including a government relations component in your PR program, even if it seems at first blush that you don’t need it. It can be 
lobbying on either issues or for government funds. Government relations can give you a platform from which you can build awareness of your organization 
and assert leadership. A well-publicized meeting with the president, or having a governor or a U.S. senator take part in one of your symposia or special events, can lend credibility to your whole effort.

…

5. Please don’t let your CEOs go out and do press conferences, interviews and 
TV appearances without being media trained. Your organizations and you spend time, 
effort, money and some sleepless nights earning a forum to communicate your message. Don’t waste it all by shooting from the hip. 
It’s unprofessional.

Doctors or celebrities may be experts in their field, but they need to take the time 
to learn how to present your messages to lay media and the public. Be sure your spokesperson undergoes a formal course on how to do an interview, how to appear on television and how to communicate your message effectively and persuasively.

Good PR doesn’t happen by accident. It takes planning, creativity, strategic thinking and smart, sound execution. It can help you establish a strong reputation for your organization and an urgency for your cause that will significantly enhance your organization, your fundraising and your actual program work.”

See the post: https://www.linkedin.com/grp/post/3959297-6039832886746632196

Stephen