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John Jay Daly’s
“A Truly Effective PR Program Can Add Synergistic Sock to Solve Problems.”
When well executed, an effective PR program can help work wonders to enhance the success of almost any program. But be sure it is effective so that it will increase the public awareness of your product or service.
A key goal is to “brand” what you do so it’s essential that as many people as possible know exactly what it is that you offer.
You simply can’t afford to contact all of your “publics, “so it’s prudent to allocate an appropriate portion of your budget to developing a broad, creative PR program.
One key to success in Public Relations is creativity, to which I devote a separate seminar. Your PR program must always be founded on total truth.
Make sure there is not a hint of a lie or any undue exaggeration involved.
Caution: when solving problems be sure that the problem is correctly defined and clearly delineated. Don’t solve “wrong” problem.
Be aware of this mnemonic: PR should remind you that you can’t paint over rust (PR).
It also can mean: Performance Recognized. Note P stands for Performance, not Promise.
It’s also essential that planners of PR programs carefully strategize so as to develop a clear, meaningful message that is appropriate to the product or service offered.
Among others, be sure to carefully and completely answer these key questions -- and do so in writing after discussion with colleagues:
“What is essential message you are trying to convey?” Why? Who are my “publics?” (List and prioritize them and explain importance and how you will reach them and tell why?
What public good is served by this program? (List as many elements as you can.) Tell why and how?
Have I developed and allocated funds for a realistic budget?
How can I capitalize on what is happening in society of major interest. Are there groups I can coordinate or partner with in this effort? Can you develop a natural ally? What about a spokesperson? Do you
have a memorable theme? Etc etc.
I would be delighted to provide professional counsel to assist with your efforts.
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John Jay Daly is a former President of National Capital Chapter of the Public Relations Society of America (PRSA’s largest) and is a member of that Chapter’s “PR Hall of Fame.” He also was named “Professional
of Year” for the Direct Marketing
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