The success of any company depends on its ability to cultivate, preserve and expand an active relationship with the public. The same is true of non-profit institutions and government agencies, even individuals. And the simple fact is this: the public’s perception of your organization is what drives new customer growth and retention.

If you’re reading this, you’re likely well aware of the typical obstacles that organizations small or large, public or private, niche or anywhere in between face every day. What you’re offering in the marketplace may be the best available option in your industry, but if people aren’t talking about it, then it may as well not even exist.

That’s where public relations and strategic communications come into play. Advertising and marketing are the standard avenues of public engagement, but paid ads and gimmicks can only take your company so far. Public relations, on the other hand, offers your organization a different method of engagement – which is what we at Media Theory, a Washington DC PR firm, practice.

By strategically communicating with the public, not only will your organization be able to engage with your intended audience, but the resulting relationship will also bear invaluable fruit for all involved parties in the future.

How to Engage Your Potential Stakeholders Through Strategic Communications

First of all, any organization’s relationship with the public is no different from any other conceivable interpersonal relationship. And every relationship is in some way subject to the new experiences, learned information and, of course, changing preferences of either party. And in order to maintain a healthy and mutually beneficial connection, the involved parties must adapt to these changes.

Public relations establishes definite channels of communicating information, channels in which an organization or their audience may relay to the other their changing preferences, knowledge or experiences. This way, the relationship can survive the dynamics of day-to-day life.

What this provides to both the organization and its audience is a chronically absent mutual sense of certainty, a sense of familiarity and responsibility to one another.

Public relations provides an organization with the capacity to be something more than a vendor. Conversely, it affords the public the space to be something more than a consumer.

Convince with Trust, Don’t Just Sell a Slogan

Indeed, the public’s understanding of your organization and its products can always be expanded by the default advertising and marketing tactics. But it’s only with public relations and strategic communicative processes can that advertising and marketing initiatives can have any lasting success.

Advertising and marketing initiatives are too often built on trends, presumptions. With public relations, these organizational tactics can be supplemented, even improved with authenticity.

Introducing strategic communications to the mix will inform your advertising and marketing, not to mention establish an authentic two-way dialogue in which you are able to articulate your expertise in your given field, and add value to the discussion.

An authentic relationship is the best kind of relationship, and with a calculated international PR strategy an authentic relationship is one that’s easy to build and nurture.

Once established, mutually assured authenticity can be more than a series of established channels of communication. Mutually assured authenticity makes available the necessary breathing room when crisis strikes.

Washignton DC PR is Different

Again, as is the reality in any other healthy interpersonal relationship, trust is of paramount importance. This is especially true in the Washington DC market, where journalists, hill staffers, and the media community have seen it all, and approach everything with much more skepticism than other cities. This means that organizations need not only earned trust but also authenticity. Sometimes even an authentic relationship can be damaged by the unforeseen catastrophe. And strategically communicating even the most unfortunate truths with your audience can preserve and actually strengthen the relationship.

Without an active and evolving public relations strategy, an organization is limited to a misinformed and disengaged audience.

But equipped with an expertly designed, meticulously assembled and strategically deployed communications mechanism, your organization’s potential for success can match your own ambitions.