The True Foundation of Effective Public Relations

Many would tell you that communication is the foundation of an effective public relations effort. I must respectfully disagree. While communication is certainly important, it is not the foundation of an effective public relations effort.

In my view, strategy is the foundation of an effective public relations effort. Effective communication flows from a solid strategy.

In the absence of a well-thought-out strategy, a communication effort that appears on the surface to be effective might be nothing more than a waste of time, energy and resources. You may be very effectively communicating the wrong message to the wrong people at the wrong time.

In The 7 Habits of Highly Effective People, Stephen Covey described the difference between leadership and management as follows: management makes sure you are effectively climbing the ladder; leadership makes sure your ladder is leaning against the right wall.

To use Covey’s words, a well thought out public relations strategy makes sure your ladder is leaning against the right wall.

Frank Williams is president of Pioneer Strategies, a public relations agency he founded in 2001.