Today’s goal is to establish, engender and build up goodwill…Your PR efforts not only have to include building your powerful niche profile in your arena, but just as importantly you have to make every effort to establish and foster goodwill amongst your customers, your partners, the business community as a whole and with the press.
Goodwill is defined by the Merriam-Webster’s dictionary as “good intention” or “kindly feeling”, what that means in terms of PR is you want to define yourself and your company’s efforts by its good intentions toward its community of consumers.
If you have an in-house PR rep or one outside your company, one of their main tasks should be to not only foster goodwill but to consistently measure the efforts made to boost it. This is one of the best reasons to have an internal or external PR rep that you can count on to consistently reach out to your target audience and the writers and editors who cover them.
Tweaking your goodwill efforts to fit the different groups you need to engage is one of the keys to expanding your coverage.
As my Mom used to say, “Rome wasn’t built in a day,” and neither will your goodwill efforts be built in one day. But you have to start from somewhere, so why not start today?