Time to pull back for a minute and hold a brief review of a key PR topic, indeed starting point – the aim of any communication effort. Only now you’re likely to find “aim” being called something like “the PR point of view.” Bryan Evans discusses this concept in a post on Scribewise, and it’s an invaluable one. Aim follows from an informed vision of any communication iniitiative.
“Essentially,” Bryan writes, “the PR POV is an organization’s viewpoint on where the industry is headed or a statement about a unique approach or vision. It’s not really a mission statement – it’s a short, broad declaration that encompasses strategy, thought leadership and direction.”
Without an estimable point of view, a PR effort will be largely rudderless and possibly wasted – focused on the wrong things or the wrong era. Read through Bryan’s post to be sure you’re current on an important evolution, in PR terms, of taking aim – or having a vision of what you want to accomplish. Indeed, key questions are "What are we trying to accomplish and why?"
Ready, fire, but take aim first.