Fall 2001 - Marketing Dimensions from Traymore Marketing

	Fall 2001

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Public Relations Ensures Promising Future

by Hally Jackson
The term Public Relations has many different definitions. For myself, it's 'getting the word out.' That word is your name, image and your key message to your target audience.

The exact definition of public relations comes from Procter and Gamble.

"Public Relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics;

involves the management of problems or issues;

helps management to keep informed on and responsive to public opinion;

defines and emphasizes the responsibility of management to serve the public interest;

helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication techniques as its principal tools."

To summarize, public relations positions you as a leader in your industry.

In a troubled economy the organization that continually invests in fresh marketing materials, technology and employee and community relations is remembered and referred to. By having fresh, updated and professional marketing materials, potential clients get a feel for your overall organization and image. This may be a prospective client or an investor's first impression. You only have one chance to make a first impression. In addition, your goal, purpose and mission should be clear, concise and consistent. Combining these guidelines into your campaign attracts quality clients and gives your organization immediate market credibility.

Keeping abreast of marketing and technological trends is equally as important. A website is a very valuable marketing tool that is often referred to by clients and media. Make sure it is professional, up-to-date and correlates with your overall image. Pay attention to industry trends for appropriate links and news. Adding fresh ideas and current market events to your website continually draws repetitive clients and new visitors. An online newsletter that an organization publishes for the purpose of communicating directly to internal and external publics is a major communication tool. Newsletters are effective channels of continuous information about an organization. This communication is unfiltered by the media and allows for your name to repetitively appear before a target audience.

Effective employee and community relations are essential for a prosperous company. Remember that your internal audience is critical because they will carry the message to your external audience. They have credibility because they are insiders. Community relations equate to an overall positive image within your community and industry.

Giving to charities, foundations and societies along with company volunteering also exemplifies an organizations core values and beliefs. Adding community value to a product or service makes for a perfect marriage and a selling edge in your field. What an organization decides today will ultimately effect tomorrow. Following these principles will help ensure a successful today and a prosperous tomorrow.

Related success stories:

Magic Man-ny from SBN Magazine Cleveland

Voice for the Environment from Sun Newspapers

Hally Jackson is a public relations specialist with Traymore Marketing and can be reached at 330.963.3664 or HallyJackson@traymore.com.

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