Relationships key to effective PR

DAYTONA BEACH-- W. Kevin Hancock, M.B.A., vice president and co-owner of the Next-Level marketing agency, presented “Integrating Public Relations into your Normal Daily Activity” at the FPRA Volusia/Flagler’s March 10 meeting at the Aquarium Restaurant.

“Developing and maintaining relationships with your clients and customers and connecting them to one another is critical to effective public relations” said Hancock, who recommended a variety of strategies for blending marketing with public relations. “Identify and prioritize your publics and tailor your information and messages uniquely for them” he said. Several low or no cost strategies suggested for reaching your publics include: using social media such as twitter or linkedin, e-mailing as a way of disseminating information including attaching links to web-sites of interest, making presentations at meetings of local civic and community organizations and using contests to drive people to your web-site.

For building and maintaining relationships with your clients and customers Hancock recommended: encouraging and documenting employee involvement or certifications attained. “This shows the public that people within your organization are growing adding credibility and enhancing morale” said Hancock. Gathering information as it happens for annual reports, providing timely and accurate press releases, and associating yourself with community or civic involvements based on exposure and connection to your business. “The work of public relations professionals is really public relationship management” he emphasized.”

Ted Nikolla, V.P. of Public Relations

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Volusia/Flagler Chapter of the Florida Public Relations Association (FPRA)

P.O. Box 9748, Daytona Beach, FL 32120

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