Properly building relations with business partners, based on respect for needs and cooperation standards, also does not require a revolution in how an organisation works. The opinions and experiences of partners are often time the main source of knowledge not only for potential counterparties but also for the media. In cases of disputes or a shaken-up media perception of the organisation independent voices are sometimes crucial. With the ability to earlier analyse points of contact between the organisation and its environment it is possible to secure the relationship without the pressure that emerges in unexpected situations – often not leaving any possibility to act effectively. In such case the job of the PR manager should be to define the formal and informal communication channels, which will allow often underestimated opportunities to be put to good use.
Employees form an equally important action platform. Both current as well as former ones are like a litmus test. Not only do they affect productivity but are also the most heeded source of information about it. A mistake along this line will open many areas of risk, such as: uncontrolled flow of information; reduction of effectiveness of the organisation or loss of valuable talents. Internal communication is strongly defined by the organisation’s culture; however information needs of employees are rather uniform. The key area for searching for new opportunities will first of all be verification of areas of concerted action between HR and communication specialists. A valuable direction for sure will be the use of bi-directional tools as opposed to one-way cascade-type communication.
An almost mandatory trend became the growing pressure on pursuing social policy. Supporting chain-of-supply partners, focusing on security or getting involved in a partnership with science is all a valuable contribution to the policy of an organisation. It is worth considering the departure from philanthropic involvement in initiatives towards systemic solutions. Moreover partnerships abroad should also be sought – looking for areas, which permit many groups of stakeholders to be involved. A grant to a local community will contribute a much greater value if it involves not only the local inhabitants but also the creation of a think tank engaging local authorities, representatives of the organisation as well as those directly concerned. In result of a multifaceted commitment of the organisation far greater benefits can be generated.
Products and services are quite unique in their own right. We frequently evaluate them only through the optic of attributes identified with their manufacturer. We do not make an actual analysis of manufacturers of cars or computers; often relying on a yes-no conviction about the potential of a corporate brand – omitting here the statistical ability of a consumer to make a merits-based analysis of features of the product they are buying.
Building systemic solutions, which will permit the potential of an organisation to be used to its full extent, should actually be the key area of engagement of PR specialists. Communication is a unique area, which draws on commitment in all areas of activity of the organisation. This is why when contemplating activity from the grassroots – irrespective of its nature it is worth remembering that the Pareto rule eighty per cent efficiency will be gained by using the entire spectrum of instruments in order to create appropriate recommendations.