Article: The Communications Cycle

This article by Rachel Meranus offers some excellent insight for business owners who want to get the most out of their PR program.

A few highlights:

- A good public relations strategy allows an organization to communicate effectively with its target audience.

Our view: a well-thought-out strategy is absolutely necessary. In our view, strategy is the true foundation of an effective public relations campaign.


- To achieve optimum value, business owners need a process for executing that strategy as effectively and efficiently as possible.

Our view: When it comes to public relations, true long-term effectiveness is generated by consistently doing the little things well over an extended period of time. This requires a campaign approach with attention to detail.


- Without the right framework, you may be faced with short-lived gains or unnecessary expense.

Our view: Again, this is right on point. A proper framework enables you to effectively evaluate opportunities and empowers you to stay focused for the long haul.


The article breaks the Communication Cycle down into five steps:
1. Messaging
2. Targeting
3. Distribution
4. Monitoring and measurement
5. Assessment
(The article describes these steps in greater detail).


The article offers the following observation in discussing the "targeting" step: "A common public relations misconception is viewing reporters as the primary audience. True, reporters will be your main communications conduit and a very important group for tailoring your messages, but the ultimate target of a PR campaign should be customers, investors and potential partners."

Our view: This is partially true. We agree whole-heartedly that your message must be aimed at and resonate with your customers, investors, potential partners and other key publics. However, it is also important to consider how reporters and editors perceive your potential news story. If it doesn't get their attention, chances are high that they will not pick up your story.


Our Closing Comments: While this is good article, we believe it takes an incomplete view of the public relations process. The article states that "A solid media list should be at the core of every public relations campaign." While a solid media list is certainly important, we believe that media relations is but one component of a truly comprehensive public relations program. Effective public relations campaigns utilize a variety of communication tools, including but by no means limited to media relations.