public relations and strategic communications

JOHANNA MACDONALD & ASSOCIATES

Packing a PR Punch for Your Business

By Johanna MacDonald, APR
Principal, Senior Consultant

When working with small businesses I often come across clients with similar challenges - great business, great ideas, things are often going well, but something is missing. The problem shows up as inhibited business growth, missed media opportunities, or targeted audiences lacking in awareness of what the business has to offer; and the client can’t seem to put their finger on what is the cause. They have the web site, brochures and other products to promote their business but there is still something missing.

The answer is a strategic communications plan.

When it comes to practicing proactive public relations, a strategic communications plan is fundamental to pulling all of the elements together in a direct and targeted approach. It will help you to focus on your firm’s challenges and opportunities, align goals and objectives, identify your audience or clientele, decide how best to reach these people with your key messages and communications products or tools; and demonstrate how your actions are affecting the bottom line.

• based on an identified opportunity or challenge
• features well-defined key messages that are aligned with the business goals and objectives
• clearly identifies the target audience(s)
• uses a focused, specific, and targeted approach with measurable results

In addition, an effective strategic plan will not only address the current challenge or opportunity; but, by aligning directly into the long-term goals of your firm, it also provides the ground work that will position you to tackle future challenges as well.

By taking the time and energy at the beginning of your communications process to research and develop a solid communications strategy, you can guarantee the business results you desire. In building your presence with your target audience, create mutual trust, understanding, and commitment, a strategic plan is an indispensable tool.

Johanna MacDonald, APR will team up with Tracey Feist at the Women’s Business Blaster conference. In this session they will explore ways to build your presences with your audience through a variety of strategically chosen and placed messages, and mix of products and activities. You will learn how to identify your communications goals and objectives, select the right audience to target and choose a blend of communication tools that fulfill your needs and give you solid results.

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Johanna MacDonald, APR
Johanna MacDonald & Associates
Public Relations and Government Communications

For over 15 years, Johanna has developed refined skills, achieved accreditation (APR designation) through the Canadian Public Relations Society, and pursued specialized training ranging in all aspects of public relations and communications to ensure she offers a broad and innovative approach to your communications challenges. You can learn more about “Packing a PR Punch” for your business from Johanna at the 2007 Women’s Business Blaster. Visit Johanna/s website at www.macdonaldapr.com to learn more.