Phone: 450.370.8357

Fax: 450.264.8284

E-mail: april@albapr.ca

Alba Public Relations

P.O. Box 1983

Huntingdon, Quebec

J0S 1H0

KEYS TO SUCCESS

It seems too good to be true: that something as simple as initiating a basic communications plan can help

your business or organization grow. But honest, open and timely communications can create just the ‘face’ you

want on your business. And if it doesn’t yet have a face, well it’s a good way to get yourself known!

We like to remind people of the American Airlines story: by removing just one olive from every on-flight meal,

they were able to save millions of dollars. It’s the small things that often make the biggest difference, creating the

base from which all other elements can take off from.

A strategic communications plan doesn’t have to be a 100 page book. It does, however, need to clearly

elaborate on the following: a situation analysis, a problem statement, a communication audit, objectives and

goals, target audiences (sometimes there are secondary and tertiary audiences to consider as well), key mes-

sages, an action plan including a timeline and budget, and an evaluation. A plan will make your communication

efforts more efficient, effective, and lasting. It focuses on following the steps needed to achieve your ultimate

goal.

Communications enable ideas and information to be transmitted throughout the community. Considering

which communications tools to use and how best to get your messages out there should be part of your plan. For

example, holding a press conference when a news release would do or holding a launch party if there’s really

nothing to launch wouldn’t make much sense.

How will people know you exist? Generate tools and materials that will attract positive media attention to

your business. The key words to remember are ‘public relations’. You want to create, generate and sustain posi-

tive relations with your publics.

© 2009—Alba Public Relations

The best plan is to plan. Enlisting the help of a public relations consult-

ant will help you streamline the whole communications planning process sav-

ing you both time and money in the end. A PR consultant will know who to

speak to and when and which tools will be appropriate and why. They are

practiced at creating news releases, communications plans and managing

events among many other things. Their success hinges on the success they

bring to your business!