Google Search Site search Web search  
Jobs in PR
Career Guides
Toolkit: How to PR
Desk References
Media Relations
Crisis Management
Basics of PR
International PR
Professional Orgs
Wired PR
Steven R. Van Hook
All Subjects

Successful Company Communications
Finding your program legs.
 More of this Feature
 Part 1: Delivering Value
 Part 2: Wasted PR Efforts
 Related Resources
 The Weakest PR Link
 Create a Wired Newsroom
 More 'How-To' Articles
 Elsewhere on the Web
 Marken Communications

by G.A. "Andy" Marken
Marken Communications


When a PR program is based on clearly defined anchor values, customer values and positioning, the PR tactics are easier to manage and carry out. Or to put it in the vernacular of the day, it's a program with legs or a program with traction. 

Suddenly it becomes easier to establish and manage the relationship with the company's many audiences. Not slam-dunk easy but easier.

The most difficult aspect of the program will be the internal management issue. We increasingly live and operate in an environment of instant results, instant gratification.  No part of a public relations or communications program is instant. It requires consistency and continuity. 

Too frequently management is willing to approve a given tactic or activity, but immediately expects positive results -- sales, favorable legislation, increased stock valuation, or a similar ripple in the time/space continuum.

The effort or activity may build awareness but awareness seldom develops an initial relationship and certainly doesn't develop a long-term relationship.  That only comes with a consistent and continuous program. 

At the same time public relations people have to continuously manage, monitor and question every tactical aspect of their programs and the individual messages.  Internal and external forces are in a constant state of flux.  What was effective last month or yesterday can be totally ineffective -- or worse, counterproductive -- today.

That's one of the key reasons that applied common sense delivers value in your organization's public relations and communications program.

  First Page > It's All About Delivering Value > Page 1, 2, 3

Prior to forming Marken Communications in mid-1977, Andy Marken was vice president of Bozell & Jacobs and its predecessor agencies.  Marken Communications is a full-service agency that concentrates on business-to-business market planning, positioning, development, and communications. For more information, visit or write

More Articles  |  Submit Your Article  |  PR Subjects

About Public Relations Homepage

Contact Us