Strategising to succeed
Strategy is a crucial aspect of the public relations planning process and should certainly not be overlooked. It is important that a public relations practitioner does not happen to confuse the term “strategy” with the term “tactic”. Strategy is a militaristic term that can be defined in terms of business as “a long term plan of action designed to achieve a particular goal or set of goals or objectives”. A public relations practitioner will structure its strategy around the way it wants to achieve the desired goals and without a strategy any plan will lack direction (www.rapid-business-intelligence-success.com,).
When looking upon creating a strategy as a public relations consultant it is important to address the three key concepts that are: Contested space, intentional representation and intended meaning (James, 2009). In my opinion if the better that these three concepts are understood in relation to the organisation the larger the chance will be for success.
In terms of contested space this is the area that the organisation’s target publics will construct, deconstruct and reconstruct the meaning of the message being disseminated by the organisation (James, 2009). The intentional representation is the decision made by the organisation that will determine how they want the target publics to view the organisation (James, 2009). The combination of these two concepts will result in how the organisation is realistically viewed amongst the target publics after they have received and understood the message; this is known as the Intended Meaning which is usually a difficult stage to succeed in.
So with all these terms in mind I think it is necessary that we look at a practical example of how an organisation has actually progressed through these three concepts of strategising in public relations and how they have succeeded.
The first thing that comes to mind in such a case is the car company Toyota. With all the contemporary environmental issues surrounding us such as global warming, an intelligent decision was made by Toyota to “go green” with their cars and endeavour to build an environmentally friendly hybrid car. The green image that Toyota has established themselves with has been done through a model called the “Toyota Prius”. Relating back to the key concepts of public relations the organisation has developed an Intentional representation of being environmentally friendly, identified and targeted their publics of people who care for the environment and then resulted in actually being taken by the community as an environmentally friendly organisation which can be determined as a successful Intended meaning.
I think that there are endless examples of organisations that have succeeded through the implementation of a strong strategy and It would be rare to find a public relations consultant that does not place a high value on the use of strategising.
References
James, M 2009, Strategies to Proactively Manage Activity An Introduction to Public Relations From Theory to Practice (pp. 54-90). South Melbourne: Oxford.
http://www.msnbc.msn.com/id/24230209/
http://www.rapid-business-intelligence-success.com/definition-of-business-strategy.html