Think Strategy First

By Thomas Becher, APR

I just had the pleasure to join some fellow PR pros on a panel discussion about public relations and advertising. A record crowd attended the Technology & Toast breakfast hosted by the NewVa Corridor Technology Council.

Here are some points I shared with the audience:

The communication landscape is going through a shift-change never before seen in our lifetime. Today, when people read a newspaper, watch a newscast or listen to a broadcast it’s likely they’ve already seen much of that information online and chatted about it on social networking sites. That’s why we’ve seen traditional media adapt by providing analysis and coverage not found anywhere else.

At the same time, there are more niches than ever before. There’s at least one web site, trade publication and trade show for virtually any industry. There’s always a new print publication that seems to pop up. Not to mention bloggers – some good, some not so good -- on literally any topic on earth.

And while newsrooms in traditional media are scaling back staff they still have to fill pages and airwaves with stories and ads.

So how do you get the right message to the right audience at the right time?

Good PR and advertising always starts with strategy. Before you do anything, you should develop a strategic communications plan. Don’t waste your marketing dollars without having a plan in place first.

Only after you have a plan should you wade into this changing landscape.