“Public relations without research is like shooting an arrow, then requisitioning a target to install in the field.” — Anthony J. Fulginiti, APR — communication briefings
Last week I made a presentation to the Highland Business Women’s Club. I was invited to talk about my business, but I decided instead to focus on the importance of having clear objectives for your company, before you head off on a PR or social media initiative.
It sounds simple enough, doesn’t it? But it’s the hardest part of the process. So many companies I speak to want to start doing social media, or a blog, or making announcements, but they have not spent time thinking about where it is they want to go as an organisation.
I used a metaphor in my talk, and listening to the guests afterwards, I think it made an impression. “Social media,” I said, “is like the car. Public relations is the map. But your goals — that is the destination.” And I suggested that nobody in the audience should waste their time driving around aimlessly. They needed PR for the map it provides, but without a destination, they could spend hours on Twitter, Facebook and LinkedIn, and end up no nearer achieving their objectives.
Here are my three tips to ensure you don’t waste time in your social media activities.
- Spend time thinking about your business objectives. Get together with your key people. Don’t be afraid to include juniors in the discussion. They often have fresh ideas and a different perspective.
- Visualise the outcome you desire. Then write it down. What does it look like, in that place that means “success” for your company. Is it a second office? More staff? More lucrative clients? Be precise, so you will know when you get there. And think big.
- Assign the work. Choose someone talented to develop a plan to achieve these goals. If your company is too small to have a staff member devoted to communications, then out-source it to an experienced contractor. Not only will you get just what you need, if you choose well, you will also access a great reservoir of business experience.
If you think you could use some assistance developing your company’s goals, and then crafting a plan to make them happen, get in touch with us. We love this kind of work. We specialise in ideas, and PR is just one way we make things happen for our clients.