Lexington, KY - Some organizations have communi-cation people in-house, but many don't. This may be because they are small and don't think they can afford it, or perhaps they don't see the need for it. Good communication with customers, legislators, investors and other audiences is the key to creating and maintaining a good reputation and increasing the bottom line. When you strip away all the gimmicks some businesses use to get attention, it comes down to the best way to communicate and build relationships. Sure, we have to get the customer's attention, but how do you use public relations to do that? I asked board members of the Public Relations Society of America's (PRSA) Thoroughbred Chapter to offer their best PR tips. Their answers should help explain the best ways to use public relations for your business.
PR vs. advertising
Sometimes there is confusion about the difference between public relations and advertising. Although some PR campaigns may employ some type of advertising, that's not our main focus.
Ryan Worthen, communications manager for Kentucky Employers' Mutual Insurance (KEMI), offers this advice relating to advertising and public relations: "Know the difference between advertising and public relations, and know when to employ both appropriately.
Advertising costs money, gives you creative control over the message and timing, yet its effectiveness can oftentimes be challenging to measure. Effective public relations efforts may generate free media coverage and can be more easily measured; however the interpretation of the message is out of your control."
Truthfulness
Public relations practitioners sometimes are accused of "spinning." In reality, good public relations people are ethical, truthful and open.
"We often only get a brief chance to make a favorable first impression," Amanda Hermann Palmer, communications specialist at Kentucky Housing Corporation, said. "Always be honest and triple-check any information you distribute for accuracy."
Audience targeting
It may sound like a no-brainer, but when developing a PR campaign, it's important to make sure you have the right message for the right audience.
Amity Brannock is communications coordinator for the American Association of Equine Practitioners (AAEP). Here's her advice on that topic: "Know your audience. Knowing and understanding who you are reaching out to is an essential component to any successful public relations campaign."
Message development
and delivery
With all the buzz about social media, it's important to make sure the message delivery channels for your campaign are the right ones. But Susan Lancho, communications manager for Kentucky American Water, said something else is just as important: "Work to stay current on evolving public relations tools and technology, but always remember, great tools don't cover up bad content. Focus on your message first, then determine the right tools to deliver it."
Planning and research
Every good campaign begins with a plan. Ann Marie van den Hurk, APR, who is a public relations and fund development consultant, gives this advice: "Regardless if you are a small business or nonprofit, you should always have a plan based on a question/opportunity and solid research to base the strategy and tactics on. And remember, a plan is not only a noun, but a verb. A plan should be nimble and flexible."
Lauren Greathouse, account manager at Preston-Osborne, agrees with van den Hurk, and her tip includes the importance of research before and after the campaign: "A common problem is the lack of a plan. To optimize shrinking marketing budget dollars for the greatest impact, it is important to begin a marketing or public relations campaign with a research-based strategy. In order to create a successful plan, it is best to research and test the audience to determine the current perceptions about your company or product. Then outline the message, specify measurable goals and develop a marketing or public relations plan to guide the campaign. Following plan implementation, post-campaign research should be conducted to evaluate whether the marketing strategy achieved the desired goals and, where appropriate, alter the plan for similar future campaigns."
All of the tips our local PR professionals have offered are important and timely. After seeing their advice and thinking about what's in the media right now, here's my tip: Have a good crisis communication plan for your business. Most businesses and nonprofits don't think they'll ever have a crisis, but the hard truth is, they could. Bad things happen, and sometimes it isn't the company's fault. The main point of having a plan is so that if a crisis develops, you're ready. When you're in the midst of a crisis, that is not the time to develop your plan, so begin 2010 with an emphasis on being prepared.
More about PRSA
If you are a central Kentucky public relations professional who is not a PRSA member, consider joining now. PRSA, the international organization for public relations professionals, is offering a price break this month, so it's a good time to check out what the organization has to offer.
The local chapter meets monthly for networking and professional development. It also sponsors an awards program each May to recognize members for the work they did the previous year.
To find out more, contact Amanda Palmer at apalmer@kyhousing.org or 502-564-7630, ext. 712.
Mary Hemlepp, APR, is co-owner of the Lexington-based public relations firm Wiser, Hemlepp & Associates. Contact her at mary@wiserhemlepp.com.