As practice shows, everyone understands sense and need of PR-strategy differently.
Myth No. 1. PR-strategy can be written from scratch for several days!
Development of PR-strategy demands a deep analytical work. It is necessary to understand how does the organization treat, in what environment it should be developed, what opportunities and risks are there, what communication channels are most effective that this organization wants to tell to the audiences and what will it achieve as a result.
Actually PR-strategy is based on the basis of a reputational audit which is booked earlier and helps to find answers to the majority of these questions. Besides, it is necessary to hold a number of meetings with top managers of the company in order to understand what true values and problems are there and where will it want to come tomorrow. Certainly, such work demands the time, numerous of study, verification, coordination and, at last, the statement.
Myth No. 2. Sale will fly up thanks to the PR-strategy!
There are debates about is PR a part of marketing or, on the contrary, is it conducted for a long time. Nevertheless the concept of PR-strategy and the strategy of sales need to be divided accurately.
If the strategy of sales is directed first of all to increase in sale, then PR-strategy is directed to strengthening of communications, trust and mutual understanding between an organization and different parties, and it isn’t obligatory that it will be between not only with buyers of goods or service, but also with other numerous stakeholders: state agencies, branch associations, business partner, local communities and etc. It is quite obvious that if an increase of sales can be included in PR-strategy as one of the tasks, then it will be indirect and will be applied as a bonus.
Myth No. 3. If you accept PR-strategy, the reputation of the company will go uphill!
In order to that PR-strategy has begun to work, first of all, all the main employees of the company have to examine it. Secondly, each of them has to be involved personally in the process and take part in communications on a system basis.
At last, it is impossible to expect shifts in perception of the company only due to communications. PR-strategy has to be reported directly with a mission and tasks of the organization. And the organization has to not only declare, but also to carry out all declared initiatives.