You’re a membership organisation (well, you work for a membership organisation) and are looking for public relations services, an extra resource or advice on how to best resonate with your members, get them to engage with you, take action, renew their membership, join you – you know the type of thing. How you achieve this will not be down to just one thing you do.
From my years working in public relations and marketing, at trade associations, professional bodies and for small businesses (who are likely your members or who your members work for), I have developed a range of skills which you can cherry-pick from depending on your need.
Public Relations Services
- Public Relations strategy
- Stakeholder mapping and engagement
- Content & message development
- Digital: web development, content, search engine optimisation (SEO)
- Social media
- Interim resource
- Non-executive director
Public Relations strategy
I work with Boards / Councils / Senior Management Teams to provide strategic PR support and services to protect and enhance relationships and reputation, always with an eye on achieving organisational success. Everything I do is focused on achieving your top-level organisational objectives. My many years of experience in PR and marketing have led me to develop the Bojangle Strategic Model which I apply to each client for a tailored strategic solution to their situation.
Stakeholder mapping and engagement
My definition of a stakeholder map is: “A visualisation and analysis of who an organisation needs to persuade to ‘do’ something. This can be direct persuasion or via others who influence those you need to persuade.”
A stakeholder mapping exercise will make your engagement strategy easier to write, and … dare I say it … more effective, because of the legwork you have put in to understand who you need to communicate with. Creating a map makes you examine your stakeholders to understand their motivations, concerns, interest and level of influence … all the factors you need for your PR / communications strategy to be successful. I will advise and develop an appropriate stakeholder engagement strategy and implement it if required.
Content & message development
The aim of PR and marketing is to prompt a reaction and effect a behaviour change. How you achieve this is down to what you say. I will work with you to determine what you need to say which will resonate with your audience / stakeholders, and then write the content (blog posts, web copy, newsletters, brochures, flyers, articles, news releases, etc) for you to communicate. As Maya Angelou famously said: “People will forget what you did, but people will never forget how you made them feel.”
Digital: web development, content, SEO
A website is the shop window for your organisation and also enables you to deliver a multitude of services. From online joining to event registration, and the curation of expert opinion to online CPD provision. I work with membership organisations on their website architecture ensuring visitors can easily navigate and find the information they need, plus write the content with top level SEO techniques.
Social Media has well and truly arrived as a bone fide communication tool. Platforms come and go, but to dismiss social media out of hand will be at your peril. Conversely, social media is not right for all organisations and should not be used just for the sake of it, but should at least be considered. I have created and implemented strategies, as well as trained staff to create content and manage updates, as part of integrated campaigns.
Interim PRs are generally engaged for a fixed period on specific one-off projects, to maintain business as usual, for example, maternity or paternity cover, or to fill a resource gap whilst the recruitment process runs its course. I provide a senior-level interim service which is available on a part-time basis (if you have a full-time requirement, please ask as my availability is dependent on client commitments and may be possible).
Effective non-executive directors act as a ‘critical friend’ to a Board or senior management team and provide specialist counsel. Public Relations is most effective when involved at the heart of decision-making and is an integral part of the business. I offer a service to be a non-executive director and a sounding board for decisions with an eye on how they will impact your organisational reputation and relationships.
In the simplest terms, I am called upon in one of three roles:
I parachute in, audit your PR activity and either formulate a bespoke strategy or make recommendations to move forward, to get your organisation in the best position to get results.
To get results
I implement the strategy I devised for you and/or or manage your team. Think of me as your PR Director, Head of PR / Communications, or whatever senior PR staff member you have.
Mentor / Trainer
I ‘helicopter’ in to get your staff to the level they need to be to get the results you need by either mentoring or training them to fill skills gaps.