Proactive public relations should play a vital role in any organization's business and marketing plan as an opportunity to highlight achievements, personnel and news that will engage the public and ultimately result in increased public awareness, positive perception and profits.
- According to the Public Relations Society of America, public relations helps an organization and its public adapt mutually to each other. In the case of proactive public relations, organizations must anticipate and interpret public opinion and continually adjust their plans while infiltrating the public arena with positive news.
- While public relations is a useful and necessary tool to handle crisis situations, it also is a tool that can be used to proactively promote the positive highlights of an organization.
- Long-term business strategies require time. Proactive public relations also requires persistence along with awareness and consideration of the cluttered desks of busy reporters. Organizational news should be shared with the news media in a concise and timely manner.
- Proactive public relations is one of the most inexpensive marketing tools an organization can use to promote itself. By investing time and patience into a public relations strategy, an organization can impact its bottom line by increasing positive perception of the organization, its leadership and its products.
- Whether it is an expanded product line, a new staff hire, a pro bono account or an industry award, organizations should capitalize on opportunities for proactive public relations to inject their name into the media and public arena.
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