| Ask a successful agent for the three most important | | | | activities -- news on hires, promotions, product success |
| words in real estate, and you'll get the answer: | | | | stories, executive speeches, community initiatives, etc. |
| "location, location and location." | | | | help build reputation and educate audiences about an |
| Ask a successful communicator for the three most | | | | organization's values and commitments, as well as the |
| important words in public relations, and you should get | | | | benefits of its products or services. |
| the answer: "repetition, repetition and repetition." | | | | 4. Don't take my word for it, ask Oprah. Our skeptical |
| Just as the geographic landscape is littered with | | | | culture is not only cluttered with information, but |
| properties that suffer for their poor location, the | | | | burdened by a complete breakdown in the old means |
| communication landscape is littered with public relations | | | | of determining which information is important. We need |
| efforts that fail to leverage repetition to engage | | | | guides to help us cut through the morass of |
| important audiences successfully. | | | | messages. That's why credible, respected figures such |
| Whether the goal is to sell products, mobilize | | | | as Oprah Winfrey carry such clout. Though many |
| employees or build a reputation, the need for repetition | | | | seem to think reading is on the decline in this country, |
| is constant. | | | | the truth is we are publishing and reading more books |
| Yet even smart communicators who understand | | | | than ever before. But it's impossible to figure out which |
| "location, location, location" fail to appreciate the | | | | books deserve our attention. That's why Oprah's book |
| benefits of consistent (and repetitive) communication. | | | | club is so successful -- we hunger for guidance we |
| Here are five reasons why repetition is the key | | | | can trust and we look to opinion leaders we respect |
| element to successful public relations: | | | | to provide it. Successful public relations engages |
| 1. It's noisy in here! Whether you are trying to engage a | | | | trusted opinion leaders as advocates, to lend credibility |
| dozen employees, or a public of hundreds of millions, | | | | to important communications. |
| cultural "noise" bombards us. Chirping cell phones, | | | | 5. The weight of the evidence is compelling. In our |
| chiming e-mail, traffic, billboards, street noise, and | | | | cluttered culture, with competition for attention and a |
| hundreds of other demands on our attention act as | | | | skeptical distrust of many messengers, audiences |
| communication speed bumps for your message. | | | | intuitively seek confirmation of what they hear and see |
| Without sophisticated repetition, your message may be | | | | from multiple sources. If a CEO says he's committed |
| heard only in part, if at all. You can't share it just once. | | | | his company to the environment, that's not good |
| 2. That's why they call it public relations! Just as a | | | | enough for most audiences (including employees). But |
| personal relationship begins with a mutual dialogue, a | | | | if the company wins an environmental award, is |
| trying-out period in which the participants build trust, so | | | | praised by the leader of an independent environmental |
| it is with successful public relations. Whether the | | | | group, and is the subject of a fair but positive profile in |
| audience is employees, skeptical journalists, or | | | | a national magazine, the audience is much more likely |
| consumers, a relationship is built through a series of | | | | to believe what the CEO says -- the claim can easily |
| interactions that establish for all parties involved that it's | | | | be evaluated because there is plenty of evidence that |
| OK to continue the conversation. Successful public | | | | the statement is accurate. |
| relations cannot be achieved through a series of | | | | Is repetition the only important concept for successful |
| one-night "message" stands or press conference | | | | public relations? Of course not. But just as breathing is |
| "drive-bys." | | | | essential to life, repetition is an essential element in |
| 3. We shall honor no reputation before its time. For a | | | | successful public relations. Is it possible to enjoy |
| company and its products, a reputation is built over | | | | long-term PR success without repetition? Maybe. But I |
| time, not in a week or a month. That's why regular PR | | | | wouldn't hold my breath. |