Proactive Strategies
What is a proactive strategy?
In public relations, proactive strategies are crucial to maintaining your organization’s reputation and creating and supporting existing relationships with the publics (Smith, 2017). Examples of proactive strategies include action strategy (hosting a special event, creating ways for your public to engage and provide feedback, forming an alliance or coalition, etc.) and communication strategy (generating news, third-party endorsements, presenting newsworthy information, etc.) (Smith, 2017).
Public relations practitioners are often working on scouting out opportunities to implement proactive strategies (Fulton, 2021).
Audience Engagement
A proactive strategy that could benefit the organization is audience engagement. This means opening up channels for key publics to engage in two-way conversation (Smith, 2017). By using tools such as online surveys and social media, key publics have the opportunities to voice their thoughts and opinions and be heard. Not only are your existing key publics interacting with your organization, but their interactions raise awareness of the organization as well (Pata, 2017).
By giving publics a voice, your organization is not only given the opportunity to fix any issues or strengthen relationships but the organization is also being circulated around the Internet more and given more exposure.
Photo by Jason Goodman via Unsplash
Volunteerism
Volunteerism, a business encouraging and rewarding employees to contribute to the community, is a form of corporate social responsibility that has countless benefits (Smith, 2017). Not only does it satisfy the employees, but it also can generate positive publicity for a business as well as boost its image and awareness (Smith, 2017).
Generating News
One of the most obvious ways for an organization to gain publicity is by being featured on the news. However, it is not as easy as it may seem to earn this publicity. Organizations have to work to ensure that their information is newsworthy. Examples of things to do to generate news include giving an award, launching a campaign, and commenting on a local need or problem (Smith, 2017).
Sources
Fulton, F. (2021, February 22). Understanding PR strategy: Proactive vs reactive media relations. Richmond Virginia Commonwealth Public Relations. Retrieved March 23, 2022, from https://commonwealth-pr.com/understanding-pr-strategy-proactive-vs-reactive-media-relations/
Kollasch, S. (2011, October 25). Volunteerism: an excellent way to enhance company image. Corridor Business Journal. Retrieved March 23, 2022, from https://corridorbusiness.com/volunteerism-an-excellent-way-to-enhance-company-imag
OG&E – Community Stewardship. OG&E – Outreach & Volunteerism. (n.d.). Retrieved March 23, 2022, from https://www.oge.com/wps/portal/ord/stewardship/community-stewardship/outreach-volunteerism/!ut/p/z1/lZHLDoJADEW_xQVLaXUQjTt8hIdGgjqK3RgwOJAgYxAl_r0krhSf3bU5t7e5BQIfKAsuiQiKRGZBWvUb0rdta6Rbjomua88G6A26c8cyly2XI6yfAM3RK2DaGw35ki28DtBfetObdNBjODZWmsYQ2W96fFMG_ulfB-jz-jXQRwsTa0A9okfgRQbfrnCARCrD-8OMLGQ9AZRH-yiPcvWcV-O4KI6nvoIKlmWpCilFGqk7eVDwlSSWpwL8RxKOB865j4ndpPBaGo0bnZGeaQ!!/dz/d5/L2dBISEvZ0FBIS9nQSEh/
Pata, G. (2017, December 18). What mediums do PR pros use to communicate to audiences? Retrieved March 23, 2022, from https://www.axiapr.com/blog/what-mediums-do-pr-pros-use-to-communicate-to-audiences
Smith, R. D. (2017). Strategic Planning for Public Relations. Lawrence Erlbaum Associates.
