15 Key Questions Bosses Should Ask About PR

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.

Radio: The Power of Promotion

I have long been an advocate of the power of radio.

Radio can be particularly powerful it combines advertising, editorial and promotion.

Last Saturday I was part of a regional radio promotion where I witnessed first hand the immediacy of the medium. Listeners to the station's morning program were invited to rush to a local shopping centre to claim a holiday giveaway prize. The first person - a young woman - turned up within minutes of the first announcement followed by others as the promotion continued throughout the day.

Advertising by itself may work. But you increase your chance of cut-through success when you combine it with a competition or incentive for listeners.

Keep Your Eye on Australia

Last month Canberra ad agency Grey Group Australia released its third Eye on Canberra survey.  

The survey comes out of the wider Eye on Australia survey which looks at Australians,  what's going on in their families and households and how they view the issues of the day.  

The Eye on Australia survey has been going 19 years and collects data from 998 people across the country by telephone and through the Internet.  This year's findings reveal some interesting insights:

• While Australians are generally satisfied with their lives, people in Darwin are the most satisfied and those in Brisbane are the least satisfied of people living in capital cities.
• Brisbane people are also the most likely to be concerned about the economic outlook for the coming year while residents in Darwin are the least concerned.
• People aged 25 - 34 are the most concerned age group about the economy, perhaps suggesting those early in their careers, couples with young families and first home buyers feel vulnerable to any economic downturn.
• 72% of Australians agree their family is becoming more important to them every year and 81% of us will sit down together and eat as a family.
• Nearly three-quarters of us think there is not enough respect shown to older Australians and advertising does not portray our seniors properly - which is odd given baby boomers are the most cashed up group in our community.

The survey also ranked the major issues for Australians in the next five years.  The five top concerns on our minds in order are -  and probably why these subjects are getting attention in the current Election:

• Lack of water and water management.
• Climate change.
• Unemployment and job security.
• The cost of living and lower standards of living.
• The health system and the increasing costs of health care.

When asked to describe our Australian values, being multicultural, easy going, free, living in a land of opportunity and being competitive are things that rate highly.  However we place less importance on being traditional or sophisticated, Australia as a world leader or living in a classless society.

Media Policy for Not For Profits

Recently I worked with a not for profit with member clubs spread across  two states to develop a policy to help clubs and the Executive manage proactive and reactive media relations.

The policy featured:

• The objectives or why the organisation will engage the media in the coming 12 months. 
• An encouragement for clubs to proactively engage their local media outlets as way of telling communities what they and the larger organisation is doing.
• Tools to help clubs such as pre-packaged media backgrounders, fact sheets, templates, speaking points and standard paragraphs for media alerts and media releases.
• Advice on how to access localised media contact lists.
• Guidance on handling media relations in crisis and advocacy situations.
• A media release review process - for all levels - so key players in the organisation know what is to be presented to journalists and what might make news.
• Tips for recycling earned media coverage so that office holders, members and key supporters know what the press is reporting.
• Social media guidelines so what is presented online is consistent with what is presented to traditional media.   

And because it is often so expensive, a media policy should spell out the why, when and where  advertising will be undertaken and how it will be blended with media relations.

Basic Behaviours Improve PR

Sometimes not for profits ask what is the single best thing they can do to improve their PR.

Actually there are three key behaviours that can boost your PR performance right now irrespective of what sector you operate in.

The first is come up with a plan and know where you want to be in the hearts and minds of your audience in the future. Childishly simple? Yes. But how many people actually have a framework to guide their future communications actions? Regrettably not many. If I asked you to
go get your plan right now, could you do it?

The second thing is likewise elementary: just get started. Perhaps the
biggest single barrier to successful communications is organizational
inertia. As the Nike logo says "just do it". Don't overthink the
issue, get started, learn, grow and improve along the way.

The third element is start early and act often. Just when you are weary with what you are doing and what to change, the folks "out there" are probably just starting to get it.

Everything in marketing and PR will take longer than you think because you are dealing with people, their attitudes and behaviour. People are complex so why would anyone think that communicating with them should be simple.

Certainly there is nothing glamourous in these thoughts but most often our mental attitude puts the brakes on our PR.