Effective Communication in PR

Public relations, also referred to as PR, describes an organization's ongoing activities to ensure that it is accurately portraying its desired public image. The overreaching goal of public relations is ensuring that the public understands what the organization is about and the products, services or benefits it provides. An effective public relations plan starts with that broad goal and tailors it to the organization's strategic intent.

Function

Without have a clear idea of what you want to accomplish, it's difficult to gauge whether your communication efforts have been effective. This is why effective communication in PR usually refers to following--formally or intuitively--a communication plan that develops a strategy for targeting desired effects. Know what you want to achieve before you begin planning; examples include informing a key stakeholder, gaining support of a segment of the population or increasing the level of understanding a group has about your organization.

Effect

Begin with the desired outcome or effect. Exactly what do you want to accomplish? You should know this before you begin any PR communication efforts. Write it down. Be specific. Envision the effect and be sure it's the outcome you want to achieve. If you want to increase awareness of a new product, for example, you should know what the level of awareness is at the start, and what you would like it to be as a result of planning.

Audience

In general terms, public relations targets the public. However, an effective communication plan defines exactly which members of the public have direct impact or strong influence on making your desired outcome or effect happen. This group is referred to as the key audience. Your key audience might be a particular group who makes the most purchases of your product, such as teens and young adults buying mp3 players.

Messages

There is critical information that your key audience must know, understand or believe in order to impact or influence your desired effect. Decide what that information is and how it can be best explained, worded and generally communicated for each particular audience. Different audiences may need to hear different messages depending upon the action you wish them to take. Even if you want two audiences to receive the same message, you may use different words to express the message depending on their background or understanding. For example, congressmen may need to hear a different message than union workers who have more familiarity with the organization.

Methods of Delivery

If audiences equates to "Who," and messages are "What," then delivery describes "Where, When and How." Sometimes called the medium, delivery gets your critical messages to the right key audience. Examples include speeches, articles in the paper, fliers, websites, town hall meetings or charity events.

Summary

Effective communication means reaching the right audiences, with the right messages, at the best time and place, using the most effective communication method for each audience. In theory, it's simple and straightforward, but getting it right requires a strong understanding of and respect for your audience.

References

• Free Management Library: Public and Media Relations