PRSA's Modern Definition of PR

Several weeks ago, the Public Relations Society of America (PRSA) presented their new official definition of public relations. Personally, I am thrilled about the redefinition decision, and can't wait to see the accompanying positive results. The question being asked by everyone is...what should this mean to me?

For the past thirty years, public relations helps an organization and its publics adapt mutually to each other was the definition that businessmen and nonprofit executives developed their PR needs around. Old school public relations practitioners and a large segment of the public have long viewed PR as media relations or community relations, and nothing more.

But isn't the maintenance of stakeholder relationships something much bigger? I'm glad you asked. The PRSA, the United States' largest public relations organization and PR opinion leader, along with their thousands of members, set out to redefine public relations to just what it means in the 21st century. The new definition, voted on by members and approved by the board in early 2012, is that public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Yes, public relations is much more than media relations and community relations.

As I've buzzed around my office and my circle of non-PR friends, many have given me the "so what" response. "What does that mean?" Here's what the new definition tells us, both public relations practitioners as well as business enterprises and nonprofit organizations, about PR:

• PR is a management function that should be directed by a public relations practitioner. How can executives manage PR when they don't know PR? As a management function, PR directors have a seat at the director's table and are a part of the executive team.
• PR is a strategy, not just pumping out press releases and giving statements to the media. Campaigns include research, planning, implementation, and evaluation. 
• PR is a process...ie, it is continual, it is ongoing, and it involves steps and evolution. It is not, however, a tool to pull out of your bag once in a while and otherwise forget.
• PR is an ongoing proactive process of relationship building, not an occasional reactive process only used in a crisis. 
• PR develops mutually beneficial relationships between organizations and their publics. Relationships are long-term, not transactional short-term. If we [effectively] show loyalty to our audiences, they'll react appropriately. Can't have one without the other. 
• PR serves their publics. That's right, plural. Public relations efforts serve an organization's public-at-large as well as narrowing down to serve specific segments of the public. PR should focus on relationships and engagement, and that connection is successfully made when communications and strategies recognize audience specifics. This is done by narrowing your focus on particular segments. 
• PR is a cohesive concern within an organization, not a separate concern. While public relations practitoners and their offices create and execute PR strategies and campaigns, every member of an organization plays a role in stakeholder relationships. Good customer service and professionalism are more than common courtesy. 
• PR is a credible means of communication, especially in comparison to advertising. (Check out this article for a little more insight). 
• PR utilizes all media, from traditional media (ie newspapers, television, radio, etc) and new media (social media, blogs, websites, cell technology, etc). PR efforts should include multiple channels of communication with publics rather than just one. (In other words, this is my hint to saying that Facebook is no longer optional...). 
• PR should be a priority in your organization. Hire knowledgeable staff, afford them time and energy, and give their strategies needed priority. 

So what does this mean for your organization? Ask yourself a few questions...how do you manage your organization's relationships with the public? Do you have a PR strategy in place? How do you view PR? Start there, and make changes accordingly. 

I say this quite often to every client and colleague, and I write it quite often here...because it's so true: today's actions determine tomorrow's successes and failures. Simple as that. Spend some time today to focus on and build a relationship with your stakeholders that will payoff tomorrow and in the years to come. Need some help? BOLD PR is standing by...email us your dilemma today. 

PS...don't forget to like the BOLD PR Facebook page for daily PR tips, marketing hints, and resources. (In case you didn't see the hyperlink, that's www.facebook.com/boldpr. 

Subscriber Retention: It's All About Relationships

Welcome to the twenty-first century where consumers have more power than ever before. The term 'the customer is always right' is more true today than I can remember. But what does this mean for newspaper retention and acquisition programs? It's all about relationships.

I know exactly what you're thinking..."Relationships for subscriptions worth only $49 a year?" That's the first thing circulation directors and publishers say to me. But what does this affordably priced newspaper subscription represent to the subscriber? It's not just a daily paper; it's their community connection, it's information, and it's a local institution. This relationship I speak of isn't between your retention clerk and the subscriber, but between your newspaper (and everything it represents) and your subscriber base (current and potential subscribers).

Let's talk a little bit about your retention program. You probably start about two or three weeks prior to expiration when you send a few notices. Your staff then makes a few calls encouraging autopay methods or collecting advance payments. These calls and notices, no doubt, are covered with the red words "expired" or "about to expire." You might even mention to them that their subscription will end delivery if they don't pay.

To those of us on the inside, that makes perfect sense. The system (don't we love always referring to our subscriber databases as the ultimate authority?) automatically shuts subscriptions off when their account runs out of money (or when their grace period ends). Cut and dry, plain and simple, isn't it? To us, yes; but not to our subscribers.

To our subscribers - to our community - they see it a different way...and I'm sure you've heard everything that I have. "I paid my bill last week...how dare you call me asking for money over the phone when I've never made a payment over the phone" or "I never received a notice - each month someone calls me telling me that I'm past due, but I never get a notice!"

These subscribers, like a large segment of yours, view themselves as lifelong supporters of our products, and the one simple phone call saying that we need their money or we're cutting them off makes them feel like we just don't appreciate their business. And given the many community news outlets sprouting out online regularly, disgruntled subscribers really do have more options today than they did when I was a newsie paper boy way back in the day.

So what's are retention programs supposed to do? Here's the BOLD PR recommendation: treat them like the million dollar customer, even if they're on the most discounted rate you offer. Building a relationship with subscribers as a whole means that you don't view them as an on/off switch, but as people who individually matter. Here are some quick tips for your retention staff:

• Take a look at each subscriber's account, and reference their history. At some point during retention calls, say, "Mrs Jones, you've been a subscriber for many years, I want you to know just how much we, the Anytown Journal, really appreciate your business." When you mention their affiliation with you, they notice a genuine approach...which subscribers appreciate. 
• We want as many subscribers as possible to utilize autopay or 12 month payments. Take a look at the customer's account. Chances are they've been offered this before. If they've never utilized this option, make your first initial offer something they've done in the past. 
• Offer payment solutions that successfully align with the subscriber's history. If they are always on autopay, but their card declines each month, this isn't an option that you should pursue, or even offer. Know their payment history before you make a call or any kind of offer.
• Treat each payment call as primarily a service call. Ask how their service is, what you (ie the newspaper itself) can do to improve, and reference specifics. For example, if a customer just moved, ask how they're new carrier's service is. 
• When you speak to subscribers, you aren't representing just the retention efforts of the paper, but everyone at the newspaper from janitor to publisher, and all elements, including advertising, editorial, and billing. When subscribers make a suggestion or complaint, don't tell them that you're powerless or can't help them. Take copious notes about what's bothering them, ask if they have a suggestion of how to make the circumstance better, and assure them that their concerns will be addressed and that someone will follow up. Then relay the complaint to the proper individual with appropriate follow up contact info. When anyone complains, it's usually not to be a nuisance, but because they care. Always remember that. 
• Most importantly, remember that most customers don't purposefully ignore their renewals...they just don't get around to renewing (or stopping). If you use phrases like "your account ran out of money" or "your account has expired and will stop," subscribers take it personally and don't understand why. Instead, say, "I sent you a renewal notice two weeks ago, but haven't heard back - I just want to make sure that you received it so that your service isn't interrupted." In my experience, they'll respond saying, "Oh dear, I totally forgot! Thanks for reminding me...can I make a payment over the phone?"

These might seem like small and simple tactics. With the many newspapers I've worked with, it's the simple principles that are the first to be forgotten. Subscribers might not bring in the revenue that advertisers do, but they still deserve the respect of genuine service to ensure long-term satisfaction. Does your newspaper need some help? Email BOLD PR today!