Same Goals, Different Priorities.

Prior to the execution of any campaign, communicators must solidify their understanding of management’s expectations and definitions of success.

PR News identified the following as management’s view of the purposes served by PR:
•Getting the organization’s name in the media (traditional, social or both): 23 percent.
• Maintaining or rebuilding the organization’s reputation: 22 percent.
• Conveying the organization’s essential story to the media: 21 percent.
• Generating sales leads, donations, etc.: 16 percent.

Then, when asked how PR practitioners would like management to view PR’s contributions, the following answers were identified:
• Maintaining or rebuilding the organization’s reputation: 22 percent
• Conveying the organization’s essential story to the media: 20 percent
• Offering strategic advice to senior leadership: 20 percent
• Getting the organization’s name in the media (traditional, social or both): 19 percent.

Clearly, the top priorities are similar, but the orders differ slightly. Therefore, it is critical to go into a communications program with a clear understanding of management’s perception of success relative to your own.

“Focus on the business of your organization,” said Johna Burke, VP at BurrellesLuce, “Make sure that your communications goals are explicitly aligned with the objectives of strengthening your organization’s position and influence.”

http://www.prnewsonline.com/news/Mainstream-to-Tweetstream-The-Future-of-Integrated-Measurement_13407.html