How a strong PR strategy can help you gain influence and achieve your goals

What are your goals for next month, next year, the next five years, and beyond?

Can you achieve them alone, or are other people key to meeting your objectives?

If what you want to do hinges on other people, there’s a good chance you need a public relations strategy that’s aligned to your goals.

What is public relations?

There are lots of different definitions of PR out there, but here at Rosebank Media we like to think of it as a variety of activities that is focussed on changing the behaviour of defined groups of people.

Maybe you want people to buy your products or services. Maybe you want them to vote for something or someone. Maybe you want them to start doing something or stop doing something.

Understanding who you’re talking to and what what behaviour change you want to bring about is vital.

Appeal to human nature

One you know ‘who’ and ‘what’ it’s time to think about the ‘how’.

How are you going to communicate with your audience? And how are you going to measure the impact of that communication?

There’s more to changing people’s behaviour than telling people what to do. True, there will be times when issuing instructions is the only option. But more often your PR activity will be more concerned with making your case, appealing to people on an emotional level, or finding ways of nudging them in the direction you want to go.

PR about more than public image. Being well-known isn’t an end in itself. What really makes a difference is gaining something more powerful than fame or popularity – influence.

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