What’s the purpose? That’s a question that we often ask when working with clients to plan proactive, positive PR campaigns, in delivering issues or crisis communication, and in creating any type of content – articles, online, web or social media copy, video, news releases, speeches, presentations, media pitches, brochures, ads and so much more. And it’s one we ask clients over and over again because it’s easy to get sidetracked with what you can do – and the reason for doing it can take a backseat.
The challenge that we, as communicators, face in today’s world is that we have so much opportunity to connect. There are hundreds (maybe even thousands) of channels and mediums compared to the limited few that existed back in the pre-social media days. There is always going to be a shiny new social media network or channel being promoted, a website being refreshed, or an idea to run a contest in order to build followers, fans or supporters. But before any of these ideas pass beyond the brainstorming session, it’s crucial to ask the question: What’s the purpose?
Clearly defining what you want to achieve is the first step. It allows you to better understand exactly who you want to engage or build a relationship with, identify the channel and/or medium that will work best to reach your stakeholders or target audience, develop effective messaging and positioning, and to set your objectives and campaign goals so that you can measure your success or ascertain what you need to shift or revise, if you aren’t hitting your targets.
Here at AHA, for example, our main purpose in creating content for this blog is to showcase our knowledge, expertise and experience in the areas of strategic communications, such as proactive PR, issues and crisis communication, content creation, speechwriting, brand journalism, social media, media relations, event management, etc. Our secondary purpose is for search engine optimization so that someone searching online for our expertise can find us. When we are writing the blog posts or producing Fast Take Friday video blogs, we always keep our purpose in mind. Our clients tend to come to us through referral, finding us via an online search, or they see us on social media – and want to know more about us. Our website and this blog give them the information they need to drive them to action – to pick up the phone and call us to discuss their needs and find out whether we might be a good fit.
For example, we work with several clients that produce consumer goods. When working with them on publicity, events, social media engagement and content creation, our focus is on engaging potential customers to purchase their products. We use storytelling, brand journalism and great writing and editing to engage potential customers with a call to action to purchase.
Another example of this is when an organization engages directly with potential customers using tools like Facebook contests. They can promote their products in a manner that brings more people to like their Facebook page, they get to provide information about their products in the context of the contest, they help to raise awareness of those products and their company, and it helps them to build relationships with their target market. Contests work for them. But they don’t work for everyone. If we, at AHA, ran a contest – we might get new likes for our Facebook page, but how many of those likes would ever turn into a new client? Not many… The people who may decide to hire us aren’t going to choose us because they might win something. They want an agency that is experienced, skilled and smart. Creating content for this blog helps to showcase this to potential clients.
Asking, “What’s the purpose?” is a big question that can help you to become more effective in your communications efforts. It’s an easy-to-use and important question that should be asked daily.