First, define your organizations needs

 

Before you can begin to communicate effectively with others you need to know what you want to achieve and how that fits into your organizations strategic goals.

Too often companies and associations jump right in and want their story published in The New York Times, on the local news or told by others.   However, the first step is figuring out why an executive wants to be in The New York Times or on the local news. An experienced public relations professional can help your leadership team identify and prioritize your marketing goals and then will use those goals to wrap a strategic communications plan around it.

To better define your organizations marketing needs, it is helpful to look at:

  • The history of the organization
  • Its’ Mission and values
  • Key stakeholders or audience you want to reach and why you want to reach them
  • issues that you can talk about with credibility and authority
  • Current and past PR efforts, what worked and what didn't
  • Available research and data to support your efforts
  • Budget parameters
  • Priorities

Any experience with prior PR or marketing firms should not stand in the way of engaging new perspectives on your marketing needs that also match your marketing budget. However, your organizational priorities should dictate where you invest your marketing efforts and you should let you marketing team, including outside consultants step in to create and implement the strategy.

Daniel Cherrin

DANIEL CHERRIN |served the City of Detroit as its Communications Director and the Press Secretary to Detroit Mayor, Ken Cockrel, Jr. He is a public relations + affairs specialist who just happens to be a lawyer, with 20 years of experience providing senior public relations and government relations’ counsel to organizations on state and federal regulatory and legislative matters, as well as issues affecting corporate and individual reputation, crisis management and the media. Daniel is the founder of NORTH COAST STRATEGIES (Est. 2005) an independent public relations consultancy that combines the best of a big agency with hands-on executive-level experience and support. As a signatory company to the United Nations Global Compact, we are dedicated to addressing issues around human rights, labor, the environment, and anti-corruption. We are also focused on redefining your brand and changing the conversation to create an impact.