Business to Business
Marketing
Public
Relations
As a starting
point, Ken MacKenzie will prepare a cost-effective
proposal suited to the client’s
specific requirements.In some cases, this may
mean a complete communication strategy, in others a
short-term
outline.
Five Key Steps
The more strategic approach
should be to look upon Public Relations as a complement to your
business plan. Public Relations should be used as a
real planning tool broken down into five
steps:
Step 1 –
Audit
Where are we? The first step is to use research to
establish your organisation’s present position in terms of the
way it is seen and
understood
by those who
matter?What are the
attitudes of customers, prospects, key influencers, and
staff?
Step 2 –
Objectives
Where do you need to be?
The second step is to map out where the brand or organisation
needs to be, in terms of its visibility and the
perceptions that are held of it. Define your objectives. Are they clear,
realistic, measurable and time
specific?Define the messages that need to be
communicated, the key targets and desired
response.Pre-test these messages if possible. Are your
messages credible? Does anyone care? Set these objectives, target audiences and
messages into the context of an activities plan – which
could be media contact, key influencer
programs or even
events.
Step 3 – Plan
How do we get there? A critical step is to
select the right type of plan. What messages are getting
out and their impact, exposure and audience
reach ? Of course, this is not just limited to
media relations and it can include the volume of
literature requested for instance. Is the message
coming through? To what extent
are the key audiences receiving, understanding and
retaining messages? What are their impressions and
feelings? This can only be assessed by surveys and focus
groups comparing the earlier benchmark with the new
position, unless it is evident in the final
measure – the positive degree of change in
attitudes and behavior. If the campaign has really
worked, this is often very obvious. People just
talk. Sales figures climb. The sales force faces less
resistance.
Step 4 – Taking
Stock
Are we getting there? Why leave it to the end of
the campaign? The ideal approach is to assess
achievements at least half-way through the
campaign and
measure the degree to which targets are being
reached. Assess
the shape of media coverage and influence being achieved
and map achievements against the benchmark
set in Stage 1.Try to isolate PR effect from
advertising.
Step 5 – Results &
Evaluation
How did we do?
This is the time to measure achievements.
Take out the original benchmark and objectives and compare
results and isolate the PR
contribution.
Business to
Business Market Intelligence:
Ken MacKenzie can gather
market intelligence and background information, which will help
your business
decision-making.
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Affiliate
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Copyright www.TheMarketingUpdate.com
Business to business
marketing.
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