The objective of a public relations strategy is to generate or modify the perception and image of a company or individual. To achieve this, public relations agencies try to get their clients’ presence in the media through tools such as press releases; press conferences, and conferences; approach opinion leaders, editors, and reporters, among different options.
In recent years some variables have changed dramatically thanks to technology. The use of social networks and the possibility of having them on them all the time through smartphones has made possible approaches never seen before.
According to the specialized website MERCA20.COM, there has been an increase in the number of public relations agencies, which possibly indicates a growing interest on the part of companies of all sizes to seek a position through this communication tool, which is at best is the ideal complement to an advertising and marketing strategy.
When public relations professionals most effectively achieve their strategic goals, they often apply the following practices that can get closer to perfection:
- They stay informed: knowing the details of the national agenda is essential to be a good PR. It is about taking advantage of the country’s situation and having the right timing because from that it is possible to generate the information that suits the client’s positioning and how opinion leaders and public opinion perceive that company or subject.
How do you get well informed? In this aspect there is no itch, you must see everything, read everything and know everything. It’s important to get in the habit of consuming as much news information as possible on multiple platforms. Not only is it important to know the landscape of the industry to which the client belongs, but the public relations officer must be aware of the issues from all possible sources.2. Know the media well: the essence of public relations focuses on a close relationship with the media, therefore, a good PR needs to know perfectly the media with which it works or intends to work and dominate their specifications (distribution, print run, format) and the data of the team members of each medium, their way of working. In this way you will know what is the most appropriate way to offer them information that really interests them.3. Read everything: although this point should be very important for professionals in all areas, for those who are dedicated to communication it must be a completely necessary habit. It is not a matter of reading only newspapers, magazines, portals, and news blogs, but rather opening the panorama to any type of publication that can generate enrichment and allow to do excellent quality work.
4. Offer quality information: one of the missions of public relations specialists is to offer interesting information to the media, worth taking up as a complement to their research and in many cases, with enough substance to be published with some adjustments. However, the reality is that one of the complaints of many journalists towards public relations agencies is that they offer little relevant information, which on repeated occasions seem more covert advertisements and even in some cases, data that has nothing to do with the kind of information those journalists cover. A good PR knows that it is important to fully know the journalists who cover the type of information you need.
5. Know your clients: a good public relations officer knows that he cannot sell an idea of something he does not know, so when getting a new client he must investigate about him, his environment, and what happens in that industry, and what he does your competition. You should focus on knowing your client better than the palm of your hand, as this is one of the keys to proper information management that can guarantee that the key messages of that client reach your target audience.
Public speaking, a key tool for every successful leader
The ability to communicate, to persuade, to convince the other is an art that not everyone handles. Being able to transmit a message to make it reach others clearly is an essential characteristic for any executive who wants to run a company.
According to specialists in this art of oratory, there are certain peculiarities that a good leader must possess and certain aspects that he cannot ignore.
Knowing how to communicate and communicate are two skills that no leader can do without. One of the keys to getting clear messages and persuading the interlocutors is found in public speaking.
According to José María Rodríguez Sarachaga, director of Oratoria Consulting:
“Communication is a fundamental tool for the leader of a company and everyone. It is essential to run a company. Handling good public speaking allows us to communicate effectively and at the same time avoids the generation of ‘noises'”.
According to the Infobae Professional publication, beyond the need to avoid misunderstandings or confusing messages, public speaking is a fundamental tool for negotiating with competitors, with suppliers, and even with the company’s own employees, as well as for persuasion of potential clients.
“Being a good speaker will make your communication optimal, and you will be able to better influence your clients,” says Jorge Fernández, director of JF Oral Communication.
Therefore, using the public speaking tool efficiently will allow executives to achieve greater empathy and identification with their staff in charge and to better manage groups.
Characteristics
Nowadays, negotiation spreads from practically all areas of life. Negotiating successfully means effectively getting what one is looking for and the greatest art of negotiation is based on the word, on the conversation, in the attempt to convince the other that what one offers is the best thing that can happen to him.
A successful speaker can be trained, that is, if one is not born with the gift of speech, one can practice, exercise, and improve outright. The communication that one learns must be not only the word but also the corporal attitude and the gestures.
Specialists agree that to be a successful speaker, the first and most important thing is to train and not leave anything to chance.
Confidence. The nerves, if they are there, should not be noticed. To be able to appease them, you have to practice, and a lot, in front of the mirror, in front of groups of known people, being clear about what is going to be exposed so that the nerves do not intrude on this side. Breathing exercises can also be practiced to lower the heart rate and decrease the nerves.
