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For a formal definition of public relations, we’ll let our respected industry association, PRSA, take the lead. They define PR as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

The key is knowing who those key audiences are and how to effectively communicate the brand’s value proposition to each one of them.

In practice, we look at it as effective, intentional messaging to key audiences through strategic communication channels. The key is knowing who those key audiences are and how to effectively communicate the brand’s value proposition to each one of them.

Who am I communicating to? 

Organizations exist for a variety of reasons, seemingly to be the best solution in the marketplace to solving some sort of problem or need. It should be spelled out in the vision and mission statements that serve as the guideposts for all organizational decisions (and if not, we can help you get there!).

The success comes though when others fully buy into what you’re doing and how you’re doing it. Nonprofits, for-profit companies, and governmental entities all have stakeholders and need their support to accomplish their goals. Donors, clients, customers, and voters, for example, but also internal stakeholders like employees and boards of directors need to understand why you do what you do and really feel invested in collective success.

Because you’re passionate about what you do, it’s likely you may initially want anyone and everyone to be your audience, but it’s likely not the case nor is it an effective and efficient approach.

How do I communicate with them? 

Public relations is a strategic approach to communicating your brand separate from paid marketing strategies. Once brand identity is established and key audiences are determined, it’s best practice to develop messaging for each stakeholder group as well as different, relevant channels in which to deliver them.

Sometimes that’s through earned media – news coverage that is not advertising or paid content, providing third-party validation, and exposing your brand to a large network of potential clients. Or it could be thought leadership positioning through speaking engagements, storytelling through content creation, or internal communications to make brand ambassadors out of your team.

Each communications channel requires a strategic approach and expertise in order to cut through the so-called clutter that we are all bombarded with on a daily basis, to deliver an impactful message that resonates.

How can a PR agency help? 

The PMG team loves helping brands, both new and established, affirm their brand identity, craft key messages, and deliver them to key audiences. Our collective 120+ years of experience as PR and marketing professionals bring experience, expertise, and insights to the table to elevate brands and increase brand awareness. You can find case studies on PMG client success hereConsider it done.

With 15 years of experience elevating brands through strategic marketing and communications, Lisa brings to PMG a passion for helping organizations do incredible work in their communities, tell their stories, and grow their impact. Outside of the office, you’ll find Lisa seeking adventures big and small with her husband and their three kids.

Author | Lisa Wallace

PR + Marketing Strategist


Let Pence Media Group’s team of experts build your brand and tell your story while you focus on your business.