Communications

They say: “timing is everything.” It’s true. And perspective is right there beside it.



We have a fun, interesting looking clock in the AHA kitchen. I am sure it was inspired by the works of Salvador Dali. It is kind of melting and surreal, and when a person first sees it, they are unsure how to tell what time it is. It’s been hanging in the kitchen for about a year now. It seems perfectly normal to those of us who spend any time in the room.



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I had the opportunity to speak to communications students at Capilano University earlier this week. They are smart, engaged and are going to bring some great, new energy to the PR world. Connecting with students always inspires me, it makes me realize how fortunate I am to work in PR and it reminds me how valuable PR is to an organization.



There are many, many functions of PR. At the foundation, we help our clients to build positive relationships with their “publics.” (You can replace the word publics with the noun that works for you: stakeholders, audience, target market, employees, government, media, community—the list goes on and on.)



One of the questions that came up when I was speaking to the students was around engagement and the best way to approach it. That depends on the community and the organization’s objectives, but it brought home the fact that PR is about engagement and that you don’t engage by just putting up a Facebook page or opening a Twitter account.



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For some reason, we are experiencing an increase in those time-wasting, frustrating, painful calls from telemarketers that try to sell you something that you don’t want and you don’t need. We’re also getting companies that want us to send business their way because “we’re good” and “your clients would be happy using our services.” (Really? Is that why I get up in the morning? To introduce you, someone I don’t know, to the clients we have built strong relationships with over many years???)



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Technology makes it easy to share content. Your website, blog, Facebook, Twitter and other social networking sites provide the ability to publish your content. Where you publish depends on where your stakeholder group spends time and it is important to identify how they want to interact with your organization. But how do you create engaging, relevant, timely content?



Create an Editorial Schedule

Do you have a schedule of the content you will upload? A little forethought goes a long way when you are busy and need content or an idea in a hurry.



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