Business

The Difference between Public Relations and Marketing

By Darrell L. Browning

Many people confuse public relations and marketing, yet they are two very distinct things. Marketing connects products or services to a particular group or audience. This allows tailored approaches and makes it easier to measure results.

Public Relations are about building and maintaining relationships–truthful, honest connections between your organization’s internal and external stakeholders. Public relations should help set the tone of your company. Public Relations, like marketing, should be managed communication. At BrowningLaFrankie, we describe Public Relations as the art of identifying, establishing and maintaining mutually beneficial relationships with the media, the community, your customers, employees and others.

Ironically, Public Relations suffer from its own public relations image.

Although public relations professionals are often seen as simple party planners, Public Relations can–and should–play a central role in any organization. Public Relations should not simply be viewed as a tool to promote good things about the company–bad things happen too. The key is honesty.

Your company’s image should stem from reality. From that, develop powerful messages that resonate with all audiences. In today’s information age, organizations need to recognize Public Relations should be on the leadership team–not simply relegated to plan a ribbon cutting, write a press release or respond to a crisis when they haven’t been in the Boardroom.

Public relations professionals should also serve as opinion leaders when it comes to corporate communication–helping identify, create and direct strategic messages. Ideally, public relations professionals serve as a liaison between your company and those with a stake in your organization.

Tragically, many companies take an axe to Public Relations staff when budget problems arise. Big mistake. Studies have repeatedly shown that successful companies prepare to emerge from economic downturns—and Public Relations are an integral part of that process.  We recommend enhanced communication between company leaders and public relations personnel who will–you’ll see– earn the support of the leadership team.

For more information see http://www.browninglafrankie.com.

©BrowningLaFrankie 2009

 

Strategic planning only helps organizations when they are kept active and implemented. The strategic plan defines the business direction. That direction is based on the future, the vision of the company. Before an effective strategic plan can be developed a clear and compelling vision is needed. Visions are optimistic, the ideal picture of the future. The strategic plan that results from the leadership team’s strategic planning is the map to that vision and then it is only effective if it is implemented.

 

Strategic plans can sound intimidating and overwhelming to many small business owners. The most effective strategic plans are those that are simple, completed with the leadership team and key people in the company. Complex documents that consume excessive amounts of time to create don’t guarantee success. In fact, the large and cumbersome strategic plan can be so overwhelming that it just doesn’t work. Strategic planning sessions that go on and on for months also fail because so much time is consumed in the planning and the implementation, which is the key, is pushed aside. The goal to have the perfect strategic plan doesn’t produce results. Instead, the team that engages in strategic planning and produces a good working document is more likely to succeed.

 

To create your strategic plan:

 

Start with vision. Write down what you envision for the future. What does the future of your business look like? What do you want for the future? Vision stories are inspiring, it’s your dream. Once you have created your vision you can begin building strategies.

 

The vision is the destination, where you are going. The strategies are the map that gets you to the vision. Company values are the guide or the “compass” in our map metaphor for making decisions along the way. Values keep you oriented and in alignment. When values are out of alignment the company is off track; not moving in the direction of the vision.

 

Strategic goals can be limited to the top 6-10. By having fewer goals the plan is able to stay alive and in front of you and the team. By alive, it means that the plan is always where you can see it, use it and keep working on it. It means that the team is focused on the strategic goals at all times, talking about them, brainstorming on them and reporting to each other their successes and challenges.

 

To set strategies for your business first look at the vision, the different aspects of the vision. Brainstorm all of the goals, all of the strategies for each aspect of the vision. With brainstorming it is important to get all of the ideas out and write them down without judging them or editing them. Often the best idea comes from an idea that at first look seemed too wild or crazy. Ideas jump off of other ideas.

 

Once you have brainstormed all of the possible goals, prioritize them. Often strategic goals can be grouped with similar strategies. This can help in the prioritization process. The goal is to narrow the list down to the top 6-10 strategies. What are the goals or strategies that will give your business the future you envision, that will create a breakthrough that will produce the results that you want? Those are the goals that you should be selecting as top priorities.

 

Creating a powerful strategic plan is just one of the first steps. Many organizations have strategic plans that are well thought out and crafted. Where they fall short is in the implementation of that plan. Implementation is the key. If you fail to implement, the results will not be what you set out to achieve.

 

Implementation is the result of focused and continuous action. Strategic plans don’t just happen on their own: they require your attention. By keeping the plan in front of you and the team responsible for the plan, focus is maintained. Regular meetings about the plan also keep the plan moving in the right direction. Check-in meetings hold people accountable. When teams don’t meet and don’t keep their eye on the plan, the day to day interferes and the status quo remains. In order to make changes in the results that you achieve there has to be intention and commitment on the part of the team. The check-in meeting gives the team the opportunity to review what is happening, what is interfering with the results they want and need and make the changes necessary to change the outcomes. Through the intention of the leadership, the plan and the team, the culture of the workplace can shift from one of non-performance to one of performance focused.

 

Performance focused companies are companies that are thriving. The energy of high performing teams shifts the energy of the whole organization. It becomes more positive and contagious. People become excited about the vision, the plan and their implementation of the plan. Results create energy and excitement that keeps the plan moving, it propels the plan and the ultimate results of the company.

 

Organizations that produce results have a clear vision of the future; have a plan that is simple and strategic; and they work on the plan all the time. Their actions are designed to move that plan forward. They don’t let themselves or others get in the way. Through effective strategic planning and by implementing the strategic plan organizations achieve results.

 

 

 

1.Do you think there are prospects for grasscutter farming in Nigeria?

Yes,there are more prospectsts for grasscutter farming in Nigeria because is a new emerging market yet to be known to a lot of people,so the investors that start now will reap good return on their investments.

Grasscutter farming is a business that does not require electricity or fuel for successful operation and feeds of  grasscutters are very local and cheap.

2.What is the minimum capital required to start grasscutter farming business?

You can start grasscutter farming business with minimum capital of N50,000 (Fifty thousand naira).You will buy a family of grasscutters of 1 male and 4 females for the sum of N30,000 (Thirty thousand naira) and use the remaining N20,000 for other preliminary expenses like cage,transport box,trappling equipment,feeders and drinkers.

3.What kind of trainings exist and which one do you offer?

In our organisation,The Thy Consulting,will offer pratical on the farm training,so that people can learn it practically.We also provide the trainees with comprehensive manuals,VCDs and after training/sales follow up.

4.Can you compare snail farming commercial viability with grasscutter farming?

The viability of snail farming is almost the same as that of grasscutter farming.And the two projects are compatible and complement each other.In that the left over feeds of grasscutters such as maize,cassava,PKC,GNC can sill be re-compounded and served to snails.The grasscutters` feceas can also be used as organic fertilizer to improve the soil for snail farming.The same buyers also buy them.

5.How many times in a year does a female grasscutter give birth and how many?

 

A female grasscutter gives birth two times in a year.It can litter between 4 and 8 kits at once,but usually 5 kits,so a female grasscutter can litter up to 10 animals in a year.

By

Ismail AbdulAzeez

The Managing Consultant

The Thy Consulting.

Websites:  http://www.thethyconsulting.com     and   http://www.thethyconsulting.com/forum