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The ‘R’ in public relations is a card you can play to win
When you mention that you are a public relations professional, most minds swiftly run to Press Release distribution, a funny irony that both share the exact acronym.
Shirley Birungi.
By: Admin ., Journalist @New Vision
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OPINION
By Shirley Birungi
Of late, there is a great appreciation of what public relations professionals bring to the table. This is because organisations continue to face a critical need to communicate strategically with their publics or audiences; simply call them stakeholders.
When you mention that you are a public relations professional, most minds swiftly run to Press Release distribution, a funny irony that both share the exact acronym.
Gone are the days when the profession was just about media relations and blasting out press statements. Today, it is about mapping who your stakeholders are and aligning your strategic communication to mirror exactly what the organisation seeks to convey.
Publics or audiences are both internal and external, thus, success depends on knowing when to communicate, how to communicate, which channels to use and what tone to strike. To see how much tone matters, imagine this scenario in an office setting. Someone says: Shirley, kindly pass me the cup, or you, in the blue dress, the cup is there, pass it to me. And finally, Shirley, give me that cup.
The goal in each line is identical, but the delivery changes completely. Shirley might respond with a smile or a frown based entirely on how she was approached.
The communication cycle always centres on the sender and the receiver. How a recipient interprets any message is deeply anchored in the rapport built between both parties over time.
We spend hours mapping out audiences and perfecting the message, but we often invest little in actual relationships.
Gone are the days when the profession was just about media relations and blasting out press statements. Today, it is about mapping who your stakeholders are and aligning your strategic communication to mirror exactly what the organisation seeks to convey.
Publics or audiences are both internal and external, thus, success depends on knowing when to communicate, how to communicate, which channels to use and what tone to strike. To see how much tone matters, imagine this scenario in an office setting. Someone says: Shirley, kindly pass me the cup, or you, in the blue dress, the cup is there, pass it to me. And finally, Shirley, give me that cup.
The goal in each line is identical, but the delivery changes completely. Shirley might respond with a smile or a frown based entirely on how she was approached.
The communication cycle always centres on the sender and the receiver. How a recipient interprets any message is deeply anchored in the rapport built between both parties over time.
We spend hours mapping out audiences and perfecting the message, but we often invest little in actual relationships.
Investing in relationships facilitates genuine dialogue with policymakers, journalists and industry leaders.
Imagine a key editor with over 25 years of experience who is celebrating a 15th wedding anniversary. Think about what you could get them. Years ago, they might have helped feature a client on a segment that truly transformed a business. A cake for the anniversary celebration, a dinner voucher for the couple and a few pastries for their children will go an incredibly long way.
Or consider a sports journalist celebrating a 30th birthday. It would be incredibly easy to stay home and rest off the week’s fatigue, but you show up anyway because the media are your friends.
No one is an island, and the power of investing time in people cannot be overstated. A simple call, a brief message, a birthday breakfast, or small pleasantries keep a bond alive.
The writer is the director PR at The Public Relations Association of Uganda
Imagine a key editor with over 25 years of experience who is celebrating a 15th wedding anniversary. Think about what you could get them. Years ago, they might have helped feature a client on a segment that truly transformed a business. A cake for the anniversary celebration, a dinner voucher for the couple and a few pastries for their children will go an incredibly long way.
Or consider a sports journalist celebrating a 30th birthday. It would be incredibly easy to stay home and rest off the week’s fatigue, but you show up anyway because the media are your friends.
No one is an island, and the power of investing time in people cannot be overstated. A simple call, a brief message, a birthday breakfast, or small pleasantries keep a bond alive.
The writer is the director PR at The Public Relations Association of Uganda