To make it simple, public relations is all about communications, an over-used word but one whose importance should not be neglected. And there are three key elements to the communications process, as follows.

What do you want to say?
The message is crucial. There is no point in using PR techniques for the sake of it. Your message may be to inform customers about a new product, or shareholders about planned activities; to tell employees about a factory closure or suppliers about a change in distribution patterns. Before putting pen to paper, or calling on the services of the PRO, establish what message, what ‘angle’ you want to try to put across. Bear in mind that it should be ‘newsy’ or controversial to stand a reasonable chance of making any impression or being taken up by the media.

Who are you trying to reach?
Clearly this depends on the message you are trying to put across. But don’t forget that there are many distinct and separate target groups that you should seek to influence. There are obvious ones such as your customers, but even this target group needs to broken down into small targets: housewives on estates, to take one extreme, or customers for left-handed screwdrivers, to take another.
Then there are two not-so-obvious groups such as civil servants, MPs or local authorities, all of whom can make a major impact on your business.
Increasingly important is informing the financial community of what is happening. Good investor relations can help keep your share price up and be of crucial importance during takeover bids, either when you are on the defensive or the attack.

How can you get yout message across?
This is where good PR comes into its own. PROs who are professional know which medium to aim for: trade or national press, or radio and television. They can also suggest when it will be more effective to use sponsorship, exhibitions, direct mail, or a combination of several, to do the job.