Public Relations Podcasts

Our public relations podcasts in “The Strategic Minute” series help business leaders improve communications strategies and functions by sharing insights on specific topics within our firm’s areas of expertise: Public Relations, Media Relations, Employee Communications and Community Relations.

You can also subscribe to the Strategic Minute in iTunes. Just search for “Strategic Communications” or “Strategic Minute” under Podcasts.


Take Charge of Your Internal Communications

As an executive of an organization, who do you believe your key stakeholders are? Who would be number one on that list?

In any organization, employees should be the number one audience.

The most successful organizations are those with engaged employees who are involved in frequent two-way dialogue with leadership throughout the organization and given the chance to provide their own feedback and ideas.

Good internal communications will not only make your organization stronger, but it will also come in handy if any changes or crises come along.

Employees need to be the first ones informed of any change with the organization – before your external audiences. One of the worst things to happen would be to have your employees find out that there will be layoffs – or even new jobs being added – by watching the evening news.

When you communicate with employees first, the support of an internal community can help keep your organization’s reputation on track. Their engagement directly affects company morale, productivity and customer experience.

Equally as important, internal communications needs a strategy of its own. It should be more than a simple plan of tactical message deliveries about business activities. This needs to be tied in with a business goal.

Ask yourself: how well do your employees understand your business strategy and how connected are they to the organization?

You should also think about: Who do your employees influence when they are in and outside of the office? They could have more of an impact than you know.

Your organization’s reputation depends so much on user experience, which is impacted by their direct communication with your employees.

So don’t put this on the back burner. Take charge of your internal communications and mobilize the army inside your organization.

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Strategic Minute: Always Begin With Research

Organizations spend a lot of money each year to develop their image, brand reputation and messaging for their key audiences.

But there comes a point when leadership wonders if what they are communicating is actually being received as intended by their audiences.

Achieving success by re-enforcing your brand begins with research.

We often conduct qualitative research to help our clients address their concerns about developing the right messages to convey their brand. This is typically done through focus groups and one-on-one interviews.

We then evaluate if their communications strategies are successfully getting across, and ultimately producing, a return on investment.

First, it’s critical to understand what the organization is known for now, and what they are trying to become, before it tries to move the needle.

During focus groups with a cross section of audience representatives, collect opinions and perspectives on the brand, which often result in discovering branding opportunities for the future.

What the target audiences perceive, need, or would like to see from the brand should then used to inform the strategy.

This is done by actually listening to the audiences… and not trying to convince them that your communications approach is the right one.

Comprehensive rebranding and reputation research can yield good results, but it’s what an organization does with that data that is critical. Remember: Data drives direction.

Effective branding means giving your services or products a profile in the minds of current and prospective customers that distinguishes it from others and encourages people to want to support it.

How do you do that?

Take time to understand what motivates your customers to choose your brand and how it matches their priorities in terms of relevance, credibility, and sustainability.

And take a look at how your competition performs against those needs, too. That will help you differentiate yourself from them with a unique brand.

It sounds like a lot of work, but once this research is complete, a more thorough communications strategy can be developed with specific messages, mediums and measurements to achieve greater success.

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The Impact of Media Coverage on Your Reputation

As public relations professionals, a lot of what we do involves managing an organization’s reputation.

For the most part, the more media attention your organization receives, the more your stakeholders will recognize you.

But visibility isn’t enough. It’s the content of news stories that determines whether your audiences will have a favorable impression of you.

So how do you know whether the content was good or bad? And what do you DO with that information?

We conduct in-depth analyses of our clients’ media coverage, including the positive, neutral or negative tone of the stories, on a regular basis.

This helps us not only measure the success of our public relations initiatives, but also provide well-informed advice for real-time decisions the organization can make.

Both the quantity and quality of media coverage for an organization are directly correlated to how much the public trusts, likes and supports you – and can even determine the characteristics that are associated with your organization as opinions are formed.

A large amount of media clips doesn’t mean a positive reputation. You should always ask if your messages are getting across.

If you’re going to go back and evaluate the existing news coverage about your organization, also pay attention which reporters lead the conversations in your industry – and then strengthen your relationship with these individuals.

You can also subscribe to the Strategic Minute in iTunes. Just search for “Strategic Communications” or “Strategic Minute” under Podcasts. We’d love your feedback, so please consider leaving a review on iTunes or contacting us through our website.

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