Organizations must act to set themselves apart from their competitors in modern society. As industries grow more extensive and more competitive, it is increasingly harder to do so. However, organizations can do a few things to set themselves apart. These include positioning, setting unique goals, and creating specific objectives.
Brand Positioning. Photo by outsidetheboxgraphics.com
“Positioning is the process and result of managing how an organization distinguishes itself with a unique meaning in the mind of its publics” (Smith, 2021, p.133).
An organization must create a positioning statement that clearly explains how they want to be seen in relation to its competitors. It is crucial that the organization is specific in the statement and identifies its particular niche in a competitive environment. For example, in a small town with four burger restaurants, they must include what sets them apart—such as the lowest cost, using only 100% pure beef, or using the highest grade meat. Organizations can also reposition. This occurs when they want to change the target audience’s perception of their brand (Indeed Editorial Team, 2022). Positioning is a successful approach to strategic communication because it helps a brand identify what makes them different from its competitors. Once a company identifies this, it can build on it in its PR campaigns, advertising strategies, and marketing efforts.
After a company develops its positioning statement, it can create goals.
“A goal is a short, simple statement rooted in the organization’s mission or vision acknowledging the issue and sketches out how the organization hopes to see it settled” (Smith, 2021, p.137).
There are three different types of goals an organization may make. These are:
Reputation management goals
Relationship management goals
Task management goals
Reputation Management Goals
These goals deal with how an organization’s target audience perceives the brand or their general attitude toward a brand. According to Jody Roginson (2017), A few examples of these goals include:
Improve the company’s reputation within the industry
Reinforce the organization’s image with potential donors or investors
Strengthen the agency’s standing within the environmental movement
Relationship Management Goals
These goals focus on connecting and strengthening relationships with an organization’s public. Relationship management goals differ from reputation management goals because they do not try to change anything; they focus on strengthening those already established connections with the public. A few examples of these are (Roginson, 2017):
Promote better appreciation of the firm among potential clients
Enhance the relationship between the company and its customers
Maintain a favorable relationship with stakeholders amid social or organizational changes
Task Management Goals
Task management goals focus on accomplishing things, such as selling a certain number of tickets for an event or creating a more substantial social media presence for a brand.
Public relations professionals should consider the organization’s strategic plans and vision for the future when deciding which goals to implement. They may mix the various types of goals. They must “note how the organization defines success and then develop goals that grow out of this understanding (Smith, 2021, p.137). The goals depend on the organization.
Lastly, an objective is a statement that emerges from an organization’s goal that specifies an outcome (Smith, 2021, p.139). One goal may have a few objectives to go along with it. Objectives are more specific than goals. They are specific things an organization must do for a goal to be successful. For example, an organization may aim to increase overall brand awareness. The objectives could include
increasing Instagram followers by 20% by the end of the year,
increasing total social media engagement insights by 15%, and
increasing the number of customers subscribed to receive emails by 20%.
Objectives should be SMART. See the graphic below to learn what makes a SMART objective.
SMART acronym. Photo by Indeed.com
By creating a positioning statement, setting goals, and making goal-related objectives, organizations set themselves apart from competitors and work towards a successful future.
References:
Smith, R.D. (2021). Strategic planning for public relations (6th Ed.). Routledge.
Indeed Editorial Team. (2022). What is Repositioning? https://www.indeed.com/career-advice/career-development/what-is-repositioning
Roginson, J. (2017). Strategic Communication Goals and Objectives. http://jodyroginson.com/goals.html
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