That’s no surprise to you though, is it? In a new report released by the International Association of Business Communicators (IABC) Research Foundation, researchers Dixie Evatt, Crispin Ruiz and Jan Triplett, who spent four years researching the communication perceptions and practices of small organizations, found that the success of a small organization´s public relations often rests in the communication skills and perseverance of the top decision makers (that would be you!).
They discovered that the chief executive plays a central role in communication in a small organization, whether it is a for-profit, not-for-profit, trade association or government agency.
And it’s also no surprise that the key component of public relations for small organizations is the role of building relationships rather than getting publicity.
In addition to providing insights into the communication perceptions and practices in small organizations, the researchers also offer an excellence diagnostic tool that converts complex theory into an easily understood and administered test that can be used by small and large organizations to benchmark performance.
Some of the key findings of the study are:
- Small organizations approach public relations holistically from a variety of perspectives and view the function as both proactive and reactive.
- Small organizations practice public relations based more on instinct and personal feeling than on formal training, and tend to focus heavily on the use of personal and direct forms of communications, as opposed to mass media or large gatherings, to communicate messages.
Thinking Big, Staying Small contains the study results and is available now as a soft cover book. Retail price is $49.60US