Public relations and managing reputation

Setting public relations objectives that are directly related to an organisation’s mission and operating or business plan is, so it seems, one of PR’s great challenges. It simply does not occur with any consistently applied methodology. But there are ways to create objectives – or KPIs – that are inherently and profoundly relevant to what an organisation is actually trying to achieve – let’s learn some ’secrets’…with internationally renowned public relations exponent and a passionate advocate for the setting of objectives, Angela Sinickas.

Along with eye-rolling, can-you-believe-it dumb marketing and/or PR moments in 2009 (think loser marketers, the GFC and social media) there have, thankfully, been plenty of inspirational examples of best practice professional communication too. Most importantly, what have we learnt during the year and how will it make us better communicators?

Marketers are often much better than public relations professionals at thinking, and acting, laterally about the range of weapons in the communication professional ‘arsenal’ that can be used to achieve objectives. Their activity can be more business relevant; use evaluation more effectively; use databases to greater effect and more.

Market research is a no-brainer for best practice communication, as it contributes to the production of the most informed and best possible communication strategy, enabling organisations to expend valuable resources in a manner deliver best possible ROI.

Market research is one of the most fundamental and important aspects of public relations and marketing. Without undertaking market research, it is impossible to know target audience: knowledge, perceptions, behaviour, issues of concern, influences on their behaviour and most relevant communication modes.

Evaluation is a critical and fundamental element of the public relations’ practice, as it helps in the process of enhancing the quality of relationships between an organisation and its stakeholders.

The strategic dimensions of public relations.

In a nutshell, public relations is about creating, enhancing and/or maintaining mutually beneficial relationships between an organisation and its stakeholders. When operating at its optimum level it is less about control than facilitating dialogue and understanding.