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by G.A.
"Andy" Marken
Marken
Communications
(Continued)
When
a PR program is based on clearly
defined anchor values, customer
values and positioning, the PR
tactics are easier to manage and
carry out. Or to put it in the
vernacular of the day, it's a
program with legs or a program
with traction.
Suddenly it becomes easier to
establish and manage the
relationship with the company's
many audiences. Not slam-dunk
easy but easier.
The most difficult aspect of the
program will be the internal
management issue. We
increasingly live and operate in
an environment of instant results,
instant gratification. No
part of a public relations or
communications program is instant. It
requires consistency and
continuity.
Too frequently management is
willing to approve a given tactic
or activity, but immediately
expects positive results -- sales,
favorable legislation, increased
stock valuation, or a similar
ripple in the time/space
continuum.
The effort or activity may build
awareness but awareness seldom
develops an initial relationship
and certainly doesn't develop a
long-term relationship. That
only comes with a consistent and
continuous program.
At the same time public relations
people have to continuously
manage, monitor and question every
tactical aspect of their programs
and the individual messages.
Internal and external forces are
in a constant state of flux.
What was effective last month or
yesterday can be totally
ineffective -- or worse,
counterproductive -- today.
That's one of the key reasons that
applied common sense delivers
value in your organization's
public relations and
communications program.
First Page > It's
All About Delivering Value
> Page 1,
2, 3
Prior
to forming Marken Communications
in mid-1977, Andy Marken was vice
president of Bozell & Jacobs
and its predecessor agencies.
Marken Communications is a
full-service agency that
concentrates on
business-to-business market
planning, positioning,
development, and communications.
For more information, visit www.markencom.com
or write Andy@markencom.com
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