Page 22 - 2016 July voices

PUBLIC RELATIONS

Who is YOUR Public?

by Phyllis Harmon, DTM—District 7 Public Relations Manager

To a s t m a s t e r s Several years ago, a budding author asked me
International’s latest statistics proudly state that for my help in letting the world know he had just
there are now 15,400 clubs in 135 countries. We been published, to find him paid speaking gigs,
are growing, expanding, and widening our foot- and to generate media coverage.
print—providing leadership and communication
skills to 332,000 people, who ultimately will use One of my first questions was “who is your
the skills they hone to improve their lives and audience?” The answer? “Everyone.”
those within their spheres of influence. Good
for us, right? Certainly laudable accomplish- Hmmmm. . .no target audience—no focused
ments and worthy of the international publicity message to said audience—just “Everyone.” My
received! task just became unmanageable.

But let me play devil’s advocate a minute. How What? Did you just ask me WHY it became
does this knowledge help you to spread the word unmanageable? Because to effectively publicze
about YOUR club and what you have to offer? anything—whether it be a new author, service
I suggest the answer to my rhetorical question activity, or your Toastmasters club—you need
is “not much!” Statistics make a great backdrop to target your message.
to whatever else is going on, but they aren’t the
reason you are publicizing your club. First, ask yourself, who do you want to act
on your message (and for goodness sakes, don’t
In case you haven’t heard this before—public answer “everyone”)? Here is a simple rule of
relations is about building relationships with your thumb for defining your target market: who would
public—which circles back to the topic of this be most interested in what you have to offer? Think
month’s column. (Rather clever, wouldn’t you about it. Stick your head out your proverbial door
say?) and look around. Really pay attention. What’s
happening out there? Write it down.

But don’t stop there. Do some web research
(well, do LOTS of web
research) to determine the
demongraphics of your
community.
Next, ask yourself:
Does what you’re offering
solve a need, soothe a pain,
or provide a service that
is being overlooked by
the competition? Can it
help skyrocket someone’s
career, or help someone
find a new job opportunity,
or help someone ease into
retirement? Find out and
write it down.
Okay, let’s bring this
back to the club level. Part
of your research is deter-
mining what makes your
club unique. What does

22 Volume 3 Issue 1 - JULY 2016