So you, the owner of Wonder Widgets, are suffering from a recent slump in sales. What’s the answer to all your problems? Well, it has to be a snazzy new flier, right? Yeah! Once your audiences get that thing in their hands, they are bound to appreciate the many wonderful uses of Wonder Widgets. To solve the problem, you decide to “strategically” distribute fliers to every residence within a 20-mile radius of your store within one month.
Oddly enough, a few months later, sales are still sagging. What happened? You missed the mark. It’s science, folks – Just like any good chemistry project, public relations should be practiced in a disciplined, strategic manner. It begins with proper research and includes evaluation along the way. Had you done this for Wonder Widgets, you would have realized the true, very specific widget-loving audience is scattered nationally, and the best way to reach them is actually through a media campaign targeting the niche trade publications they read.
By making a conscious effort to operate in a methodological (big word there!) manner developed by decades of experience from our PRedecessors, we will all have a much better chance of exceeding expectations. Whatever you want to call it: RACE…RSTES…RPIE… Stick to a PRocess that begins with research, that evolves into strategic planning followed by tactical implementation, and always monitor along the way. Finally, evaluate upon completion to gauge success and identify areas for improvement. Let us not forget stewardship, the often overlooked component that can PRevent future problems and foster goodwill.
Ahhhh, so many fantastic words begin with “PR.”