10 Point Power PR Plan

By implementing the simple strategies and suggestions offered in this plan, you should be able to visibly evidence the results and measure the success of the Public Relations (PR) strategies you implement.

Public relations (PR) is the practice of promoting your business, yourself, your products or services to a specific audience or to the broader business community. PR is the art of creating a perceived reality in the minds of your key stakeholders or target audience.

PR is all about appearances and presenting a particular image of an individual, issue, project or product to the general community. This image may be created in a boardroom by a client and their PR Manager, or it may in fact be an accurate reflection of the values represented by the individual or product.

PR strategies are employed everyday across the globe in a multitude of industries and for dozens of reasons, including product launches, product promotion, brand awareness, issues management, combating negative publicity, marketing, building CEO profile and even to boost the popularity of royals, actors, sportsmen and other celebrities.

Every contact that you have with any of your key stakeholders is vital to the development of a successful future relationship. The essentials of making a powerful first impression and then sustaining that through the duration of the relationship is important for the longevity of the relationship. The ability to make a memorable impression, while considering the components for effective presentation shouldn't be left to chance.

1. Customer service
   
   The importance of first impressions cannot be discounted. People form an impression in the first 30 seconds that often lasts a lifetime. So talk to your staff and advise them to put their best foot forward, quite literally, when dealing with your clients and with each other.
   
   Be polite when talking to clients and other stakeholders - with no exceptions. Make decisions if you can and offer immediate solutions to queries/issues wherever possible. If you can't respond to a query on the spot, give clients a timeframe within which you will respond - and abide by it. Adopt a "can do" and "happy to do" attitude.
   
   Good customer service demands that you do your utmost to ensure that your clients are always satisfied and have a positive experience whenever they deal with a member of your team. Happy clients will be a source of client referrals for you, which are often the best form of marketing your business.
   
   
2. Corporate communication
   
   All of your corporate communication should reflect the vision, values and branding of your business. Review important aspects of communication like the medium, the method and the message. If sending a letter, check to see that the stationery is appropriate - letterhead with the company logo, etc. If using e-mail, ensure the appropriate auto signature is attached.
   
   Ensure at the very least that your communication is accurate, error free, clear and consistent.
   
   
3. Action items
   
   Always follow up on outstanding issues for clients or potential clients. This is really important, because so few people do it. You can truly make a difference and have a positive impact on your client. Deliver results or respond to queries or action items within 24 hours. If you offer to pass on a phone message, send an e-mail, issue a letter, respond to an inquiry, then always respond at the earliest opportunity, but definitely within 24 hours.
   
   Give clients a time frame within which you will complete the task or send them the required information.
   
   
4. Professionalism
   
   If you find yourself or your staff in a situation which is causing distress, then distance yourself from that situation until you are calmer. Make your staff aware that "losing it" with clients or other staff is not acceptable behaviour. Often we are expected to multi-task and "juggle" responsibilities with several items competing for our attention. Have systems in place to support staff who feel the pressure of work and strive for a better work-life balance. Encourage staff to ask for support and assistance.
   
   The reputation of your business is promoted through yourself and your staff through every contact with clients and other stakeholders. Putting your best foot forward at all times should become a habit, one that is not easily broken.
   
   
5. Effective networking
   
   Initial impressions are important because they set the tone for the rest of the relationship. To make a powerful first impression while networking, consider in advance what you will say about yourself and the business which you represent. Practice your ‘spiel' and visualise different circumstances in which you will exchange business cards.
   
   Equally important to how you present yourself is the interest you show in the people you are speaking to. Act interested in what your companions are saying. Remember their names. Treat everyone like an important client. And follow-up conversations with an e-mail - sent within 24 hours of the meeting.
   
   
6. Personal presentation
   
   Every contact that you have with clients, staff, media and business associates is vital to the development of a successful future relationship with them. Learn how to maximise your potential through developing effective presentation skills and greater awareness of the impact of your own personal presentation.
   
   Consider yourself the CEO of your own brand. The components of your own personal "brand" include:
   
   
   • Your identity
     
     
   • Personal appearance
     
     
   • Communication skills
     
     
   • Networking and presentation skills
     
     

   How you present yourself influences other people's perceptions of you. So make a memorable impression on those you approach.
   
   

7. Dress for success
   
   Regardless of the age old debate, appearance does matter. If you are well groomed, you will project an image of being successful and more confident. Because first impressions count, take special care with your appearance when you attend an important meeting or a networking event.
   
   Adapt your wardrobe for the occasion. Update your wardrobe annually. Choose colours and styles that flatter your figure and skin color. Be comfortable with what you are wearing. Your hair should be well cut and styled.
   
   If you project an image of success and confidence, people will be more inclined to believe that you are successful and confident.
   
   
8. Delivering presentations
   
   The key to delivering powerful presentations is preparation. When planning and preparing for a presentation or meeting it's important for you to identify your key messages and be concise, yet get your message across clearly. And leave your audience with something to think about. The time you invested in preparation will hold you in good stead when you are delivering your presentation. Be confident that you have done your research, know your facts and are familiar with the content/material.
   
   
9. Client care
   
   People like to feel special and this is especially true of clients. They spend their corporate dollars or hard earned personal income with you, and in return they want to feel valued and respected. If you can, add that personal touch and make them feel special! If clients offer you a suggestion for improvement or action - respond to them within 24 hours. Thank them for their feedback and give them a likely course of action.
   
   Always give clients a realistic timeframe within which you will respond or give them the information they are seeking. Stick to the timeframe which you have set. To do this, your timeframe needs to be realistic and achievable for you. Be helpful - provide clients with the information that they need in a timely manner.
   
   
10. Brand awareness
    
    There are dozens of ways in which to successfully generate brand awareness. And you can do it without spending thousands of dollars.
    
    When generating brand awareness, clearly identify your target market. You have broadly two groups on which to focus a brand awareness campaign. One group consists of your existing clients from a variety of industries and varying financial status. The second group consists of your target clients. Be specific about who your target clients are - stipulate the industries represented, annual turnover, geographic location, etc.
    
    Then focus on the existing tools which you have to promote your brand. These might include the company website, stationary, newsletter or networking events.

Rebecca Laskary, Director, Profile Public Relations. Rebecca is a communications specialist whose career has developed rapidly through a number of positions in the corporate, non-for-profit and public sectors, in Australia and overseas. For further information please Email: contact@profilepublicrelations.com.au or visit the Web site: www.ProfilePublicRelations.com.au
First published: 28 February 2008.
Last updated: 28 February 2008.