Most bosses intuitively know the power of PR. However they are so busy running the business they focus on communications only when a crisis hits or when staff present a fresh PR proposal. Most are willingly to leave the details to their PR professionals.
But by asking pointed questions a boss can quickly determine the value of any communications, PR or marketing proposal they are asked to approve:
- Does this plan support my business or operational plan?
- Does what it is being recommended build on our previous good work and avoid our past communications shortcomings?
- Are my audiences clearly identified by geography, interests, beliefs or other common characteristics?
- Are the messages we want to share clear, unambiguous and easy to understand?
- Could our information be misunderstood or misinterpreted and cause unintended consequences?
- Is our information persuasive and backed by evidence such as facts and figures, case studies but above all by stories of ordinary people who benefit from what we do?
- How, when and where is information going to be delivered to audiences?
- What opportunities do audiences have to offer their opinion?
- Is there a processes to improve communications based on feedback?
- Are the communications tools proposed the right fit for the audience?
- Is there a mix of approaches so if one communications channel fails, others may work?
- What is the communications timetable?
- Will we deliver consistent communications or are we communicating by episodes?
- How will I know if this proposal is working?
- What is the process to monitor, measure, evaluate and adjust what is being proposed?
Bosses can't be expected to know everything particularly about the ins and outs of communications. But they should able to ask penetrating questions when it comes to approving a new PR or marketing budget.
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