by Michael B. Perini, ABC
perini & associates
You go to the doctor, right?
You change the oil in your car. Â Yes?
You have someone review your taxes. Â Hopefully so!
Well then, why not have a PR — public relations checkup?
Look, we know it is a tough time but now more than ever there is a need to manage conversations and we have a lot to offer to help you reach new levels.
The recession coupled with falling readership of traditional media, the rise of online resources and the emergence of digital networks have lead to dramatic changes in the PR industry. Â More than ever it is time to have a professional practitioner conduct an “exam” or better worded an ASSESSMENT.
The Communication Assessment Tool (CAT)© developed by Perini & Associates is a useful process to analyze the communications environment within an organization.  The tool can assist with a special event activity or even issue advocacy.  The tool works for start-ups, non-profits and businesses of all sizes.
The purpose of the tool is to accurately provide a business owner, CEO or organizational leader with a roadmap to integrate public relations strategies, tactics and procedure to  build brand awareness and credibility. Connecting with target audiences through various tools/outlets is an organic method of communication. Doing so enhances brand loyalty and influence to create a demand for your product/service/support or event attendance.  However, you need help in establishing a solid baseline.  In other words, finding out the health of the “patient” before a road to recovery is chartered.  I often tell folks I am trying to find out if we need “two aspirins or open-heart surgery! ”
It is important when going through the assessment to be honest in responding to the five areas listed:
- Environment
- Reputation Management
- Business Development
- Public Affairs
- Access Services
Below is a list of important areas or “Practices†that need to be analyzed. All must connect or converge to be effective in driving success and jumpstarting PR.
- Strategic Communications Services
- Reputation/Relationship Management
- Access Services
- Business Development
- Branding/Sponsorship
- Government Affairs
- Public Affairs
- Minority/Multicultural Relations
- Message Development
- Direct Marketing
- Event and Seminars
- Social Media
- Issue/Crisis Communications
- Media Relations
- Executive Media Training
- Writing Services
- Community Relations/Sponsors
- Speeches and Presentations
- Employee Relations
- Internet-based strategies
- Website Design/Search/Assessment
- Video Production
- Graphic Design/Photo Services
- Legal Support
By taking full advantage of every available channel, working with the client and understanding the target audience a business can achieve outcomes that are transformative.
The results of the assessment are analyzed, a report is prepared and recommendations with a realistic timeline are included.
Are you ready for your PR checkup? Â If so, contact us. Â We can conduct the assessment in person, phone or internet connection.
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