Positioning for Success
Just as its name implies, public relations is all about building relationships; an understanding of the ongoing relationship between an organization and its various publics is the cornerstone of effective public relations.
The process of two-way communication begins with awareness, both internal and external. So, in forging relationships it is important to clearly understand what drives and motivates the organization’s publics and influencers.
Equally important is determining how to position the organization or industry leader. Positioning is the process of managing how an organization distinguishes itself with a unique meaning in the mind of its publics: how it wants to be seen and known.
A position statement is the articulation of how an organization wants to be seen and known, its value proposition, emphasizing its distinction from its competition. When creating a position statement, make sure you don’t appear boastful or use it to put down another organization.
A compelling position statement can position an industry leader – either an executive or an organization -- so the name and message work their way into the collective subconscious of your key publics.
So, the positioning statement is what we want people to think about an organization. What we want to accomplish is the goal. It is a short, simple statement rooted in the organization’s mission or vision.
There are 3 types of communications goals:
- Reputation management goals deal with the identity and perception of the organization. An example would be enhancing an organization’s image in the industry.
- Relationship management goals focus on how the organization connects with its publics. An example would be promoting better appreciation of a firm among potential clients.
- Task management goals are concerned with getting certain things done. An example would be attracting a sell-out crowd to a fundraising event.
In order to achieve your communications goals, it’s important to understand what drives behavior. What doesn’t work is simply providing information. The keys to success are building relationships and positioning your organization in the mind of your prospects.
For more information on how to position your organization to build relationships and drive awareness, please contact the JPR Group.