Award: Improve Communication with Five PR Principles
As we turn the calendar to another year, new goals and resolutions spring to mind. Although 2021 brought change and uncertainty, it was also characterized by progress, moments of joy and hope.
Many of the principles we stand for in public relations can help us move towards 2022, and these five best practices ensure better days with goals to hit throughout the year.
Head with what’s important: Defining what’s important and prioritizing goals should be done from top to bottom in every organization. We emphasize this often at the forefront of public messages, in headlines and opening paragraphs. Taking the same approach with other aspects of our life, including at work, can yield positive results that underline what we value. Define what matters to you and use those priorities as an example day in and day out.
Listen and learn: Describing talking points, refining a message and telling the story are everyday tasks in our business. Listening intentionally is the least visible but the most important first step. Take the time to carefully consider other perspectives, then apply what you’ve learned to your internal and external communications. You will be surprised at how much stronger your message will be once it is built on a more inclusive foundation.
Be honest with customers and customers: The truth must be at the center of all business communications. Your credibility depends on honesty, integrity, and how you communicate the two. When in doubt, start with the facts. What are the positive things that are still true for your brand? The most powerful message reflects a truth your audience already believes in. Look at it.
Expand your main message and stick to it: Distill your company’s values into a central message, which should be the most important message when employees and the public think about your business. Establish your identity as a brand and structure communications with purpose. What do you want people to know about you? Say it again.
Have a clear communication strategy: Describe what you want to communicate and use consistent, simple language throughout your organization. Personally convey key company messages and make sure managers reinforce those messages. Find out from your employees. Encourage comments, direct them to additional resources, and tell them what to expect.
No matter what else you accomplish this year, the stocktaking process of wisely setting goals is in itself an accomplishment worth celebrating.
Charlie Price is a founding partner of Price Lang Public Relations, pricelang.com.