The True Foundation of Effective Public Relations
Many would tell you that communication is the foundation of an effective public relations effort. I must respectfully disagree. While communication is certainly important, it is not the foundation of an effective public relations effort. Instead, I believe effective communication is built on the true foundation of public relations.
In my view, strategy is the foundation of an effective public relations effort. Effective communication flows from a solid strategy.
In the absence of a well-thought-out strategy, a communication effort that appears on the surface to be effective might be nothing more than a waste of time, energy and resources. You may be very effectively communicating the wrong message to the wrong people at the wrong time.
Quote that Sums Up the Role of Public Relations
Several weeks ago I had the opportunity to speak at “PR Day,” an annual event sponsored by the N.C. State University chapter of the Public Relations Student Society of America. After my talk I sat in on a presentation given by Megan Henderson, owner of Raleigh-based Looking Glass Communications.
In her presentation to the students, Megan made a statement that I believe accurately sums up the role of public relations: “Public relations is the foundation upon which every other aspect of communication is built.”
Making Your Marketing Meaningful
At a recent Chamber of Commerce function I had the opportunity to hear Carolyn Rhinebarger, owner of Strategic Guru, give a speech entitled “Making Your Marketing Meaningful.” Here are a few tidbits from her talk, along with a few comments of my own:
Marketing opens the door for sales to close the deal.
Our view: This is true. I would add that Public Relations paves the way for marketing to be more effective. Think about it: if you receive otherwise identical marketing pieces from two similar companies, you will likely pay more attention to the piece from the company that has already established credibility in your eyes.
Gary Davis: Networking in the South
On Wednesday, May 9 I had the opportunity to hear a speech delivered by my good friend Gary Davis of American Home Mortgage. Gary, who recently authored a book entitled “Networking in the South,” gave a speech with the same title. I just finished Gary’s book; he hits on some important, fundamental points that all who wish to build longstanding relationships in the South need to understand. I encourage you to make it a point to read Gary’s book or hear him speak.
One humorous quote from his speech: “When you pass D.C., as soon as you can get a bowl of grits you’re in the South.”
Chrysler Ad Campaign Designed to Change Perception of its Vehicles
According to this article from the Indianapolis Star, Chrysler is launching an ad campaign designed the alter the public perception of its vehicles.
The problem
The article identifies the problem Chrysler is trying to solve: a perception that its vehicles look great, but lag competitors in technology and quality. A Chrysler spokesman indicated that while Chrysler ranks among the top 10 brands in the J.D. Power and Associates initial quality rankings, 11 brands with lower quality rank above the Chrysler in perceived quality. The spokesman adds that while the company has made great strides in quality and technology, negative consumer perception persists.
Equal, Splenda makers settle lawsuit over advertising claims
This is an interesting read about a high-stakes legal battle over advertising for sugar substitutes. According to the article, Splenda owned about 60 percent of the consumer artificial sweetener market last year, a strong market share to say the least.
Pioneering Quotes
The following quotes were included in today’s “Pioneering Quotes” e-mail:
“In prosperity, our friends know us; in adversity, we know our friends.”
- John Churton Collins
“Success is only another form of failure if we forget what our priorities should be.”
- Harry Lloyd
Click here if you would like to receive future quotes via e-mail.
The Importance of Maintaining Perspective
It is often all too easy to get so caught up in business — in the “rat race” — that we forget what is truly important. I just found out this morning that my family is facing the kind of situation that puts it all back into perspective: a loved one was diagnosed with stage 3 cancer.
I write this entry to encourage all of us to remember what is all too real to me at this moment: we should never allow ourselves to become so consumed with work that we neglect the things that truly matter — our families and loved ones.
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