From the course: Public Relations Foundations

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Using an eight-step PR approach

Using an eight-step PR approach

From the course: Public Relations Foundations

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Using an eight-step PR approach

- Does your company's communication workflow start when messages are handed down from executives in the board room? If so, that's not the right strategy to move your audience to action. Let me share a better communications approach. First, start by simply observing. Every community, whether physical or office has a culture. Scan online communities to observe how audiences behave, evaluate how people participate and answer questions about whatever subject they're talking about. Your goal in this first step is to answer two questions. How does my audience interact and what are the community values? Second, perfect the art of listening. When you know what people care about you can develop messaging in content that's meaningful to them. Listening, just listening, takes out all the development guesswork. One way you can do this is add social media intelligence to your research to uncover key conversations. Selecting and tracking keywords in online communities, the words people use to…

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