How surveys can help target your strategic communications
Before launching headfirst into a public relations campaign, it’s important to know what media our key constituents are reading and following, what issues or topics appeal to them, and how they react to different messaging. But we don’t know that until we ask. And way too often, we fail to ask.
The answers we get may be different for different key segments of our audience, whether based on demographics such as age or gender or based on group affiliation.
The results showed that when it comes to pro bono work, North Carolina attorneys are most interested in learning about time-limited pro bono activities such as clinics, projects in need of volunteers, continuing legal education opportunities, and the impact of pro bono efforts in North Carolina.
In addition, the resource center now knows what publications and social media accounts the majority of North Carolina attorneys read and follow, what professional organizations they belong to and more. All of this information can potentially be analyzed by judicial district, number of years in practice, and professional affiliation because the survey included those questions.
The survey also yielded data on the reputation of the resource center that can be used as a baseline for measuring the effectiveness of its strategic communications over time.
If you have questions about your target audience, whether that be your organization’s membership or donors, Relatable Communications Group can help.
We can design a survey that will help you find out what your audience thinks about your organization, which will give you an idea of where the gaps are between your true reputation and what you want it to be. This in turn will inform your messaging.
We can also help you understand what interests them, where they get their information and other key pieces of information to ensure your messaging will reach its target.
Contact us for more information.
As we seek to get our messages out through the media, the focus is often on writing press releases and pitching stories, but an often-overlooked solution is as close as our own keyboards: the op-ed. An opinion piece by someone not associated with the news outlet in which it appears, an op-ed offers an opportunity to educate and inform a large audience about an issue that is vitally important to your organization and its constituents.
One of the hardest things about media relations today is keeping up with the constant turnover among reporters and editors at major news outlets. That’s where Relatable Communications Group comes in. We’ll not only write a great press release, but we’ll also devise a targeted media list and do the critical but often overlooked, up-to-the-minute research before sending it out to make sure that list is current.
Social media should have a carefully constructed strategy behind it, and it should be integrated with an organization’s overall communications plan, its website and its messaging.