Recently we attended the annual meeting of the Maine Public Relations Council. The respected agency Jackson, Jackson and Wager of Exeter New Hampshire presented this list of "Nine Ways that Public Relations Contributes to the Bottom Line -- The Non-Financial Indicators. With all due respect to JJW, I am posting this information on our site because I think it is relevant and significant to deciding how P.R. fits into your overall marketing strategy.
STRATEGY |
TACTICS |
OUTCOMES |
1. Awareness & Information |
Publicity, promotion, audience targeting |
Pave the way for sales, fund raising, stock offerings, et. al. |
2. Organizational Motivation |
Internal relations & communications; OD interventions |
Build morale, teamwork, productivity, corporate culture; work toward One Clear Voice outreach |
3. Issue Anticipation |
Research; liaison with all publics |
Early warning of issues, social-political change, constituency unrest |
4. Opportunity Identification |
Interaction with internal & external audiences |
Discover new markets, services, products, methods, allies, positive issues |
5. Crisis Management |
Respond to or blanket issues, disasters, attacks; coalition building |
Protect position, retain allies & constituents, keep normal operations going despite battles |
6. Overcoming Executive Isolation |
Counseling senior managers about what's really happening; research |
Realistic, competitive, enlightened decisions; knowledge of the human climate |
7. Change Agentry |
OD, QWL, corporate culture, similar techniques; research |
Ease resistant to change, promote smooth transition, reassure affected constituencies |
8. Social Responsibility |
Social accountancy, research, mount public interest projects & tie-ins; volunteerism, strategic philanthropy |
Create reputation, enhance economic success through "double bottom line," earn trust, attract like-minded supporters & customers |
9. Public Policy Activities |
Constituency relations; coalition building, lobbying, grassroots campaigns |
Public consent to activities, products, policies; removal of political barriers. |
Jackson Jackson & Wagner - 14 Front Street - Exeter, NH 03833 - 603-778-1220
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