by Frank Williams

The Principle of Coordination

Those of you who know me know that I am a die-hard fan of the N.C. State University Wolfpack. With that being said, I must tip my hat to our arch-rival, the University of North Carolina Tar Heels.

The 2004-05 UNC men's basketball team was a well-oiled machine. Their coach did an outstanding job of molding a diverse group of players, each with their own agendas, ambitions and egos, into a cohesive team with a common focus. Their team truly played as one, and their cohesiveness paid dividends: the Tar Heels are the national champions.

As small businesspeople, we would be wise to heed the example set by this year's NCAA champions. Our business plan should be our game plan, our playbook. Our overall business plan should lay out a strategy which drives sales, marketing and Public Relations programs. Every component of our overall business development strategy should be on the same page, working together as one.

Unfortunately, the marketing communications landscape in many businesses looks more like a Tug-of-War competition than a well-oiled, cohesive machine. Senior management -- the people who develop your business' overall strategy -- are pulling in one direction, marketing in another, and public relations / corporate communications in yet another. The sales force is caught in the crossfire, and their productivity suffers as a result. In this kind of situation, everyone loses (except your competitors). This Tug-of-War scenario can even develop in a one-person business, if the proprietor fails to ensure that their sales, marketing and public relations efforts are on the same page.

In order to be truly effective, your marketing communications and sales programs must be closely coordinated with your overall business strategy and with each other. Your business plan should be the engine that drives your sales and marketing communications activities. Your Marketing and Public Relations activities should be derived from the same playbook, and they should complement each other.

Your company's leadership must understand and buy into your Public Relations program if it is to have the impact you desire. They must demonstrate the commitment and exercise the patience to give it time to work. Sadly, far too many well-meaning executives pull the plug just as their Public Relations activities are beginning to gain traction.

If you want to take your business to the next level, it is critical that your marketing, sales and communications efforts be on the same page. If these three important components of your business are working together, the results can be astounding. If they are pulling against each other, the results can be disheartening.

Challenge: Make Public Relations an integral part of your company's strategic decision-making process. Make Public Relations a priority, not an afterthought. Develop a Public Relations plan that complements your business plan and marketing plan. A well thought out, written plan will help ensure coordination and consistency. Finally, execute your plan and give it time to work. Public Relations is a long-term process, not a quick-fix. Commit to your plan and see it through!

Frank Williams is president of Pioneer Strategies, a Raleigh-based Public Relations agency. Williams is a 1993 graduate of the N. C. State University Department of Communication and currently serves as Vice President of the Raleigh Public Relations Society. For more information please visit
www.pioneerstrategies.com.