Illustrating the indispensable role seaports play in the global economy is one of the greatest communications challenges facing the American Association of Port Authorities and its members.
We all know that, for centuries, seaports have served as a vital economic lifeline by importing and exporting life's necessities and luxuries, including food, clothing and medicine, as well as consumer electronics and toys, throughout the world. However, most people do not think about where their morning coffee or their shoes come from or how these items got to the grocery or sporting goods store.
One way to enhance perceptions about the value of seaports is through a strategic public relations campaign. Though this may sound complicated, informing key audiences can be easily accomplished by large and small ports alike by following five steps outlined below.
Before engaging in a public relations campaign, it is important to understand what public relations is and what it isn't. Public relations should not be mistaken for advertising, marketing or event planning -- though all could be components of a public relations campaign.
By definition, according to the seventh edition of the Effective Public Relations textbook by Glen M. Broom, Allen H. Center and Scott M. Cutlip, "Public relations ... maintains a mutually beneficial relationship between an organization and the publics on whom its success or failure depends."
Simply put, public relations allows one to establish an open dialogue with target audiences -- so one can interact with and inform them about certain issues.
Effectively reaching target audiences has become increasingly difficult. We live in an era of the seven-second sound bite and the 24-hour news cycle. As there is steep competition for time and attention among crucial audiences, emphasis must be placed on not only efficiently delivering clear, concise, unambiguous, jargon-free messages, but also getting the attention of the people one wants to reach and making them understand why it deserves their attention. Successful public relations programs are those that communicate the smartest, not the loudest.
For example, on behalf of the Panama Canal Authority, or ACP, worldwide public relations firm Edelman undertook an education campaign to position the organization as a market-oriented business, run by a world-class management team that is committed to making the Canal a safe, reliable and efficient operation. This is a great example of how the core principles of a successful communications campaign -- a sound strategy, bolstered by strong messages and smart tactical components -- remain the same regardless of the issue, audience or the communications vehicle used.
Ports are likely already communicating in some way to government officials, community groups and media outlets. To most effectively reach these groups, we recommend five guidelines (those we used on behalf of the ACP) for developing and implementing a strategic public relations campaign:
1. Establish realistic objectives
To set the stage for success, it is essential to establish clearly defined and measurable objectives. Think about the goal result, such as a change in awareness or attitude about seaports or passage of seaport-related legislation. It is also equally important to consider what can be reasonably accomplished based on time, budget and staffing.
The ACP and Edelman set four objectives for the Canal's campaign. First, generate awareness of the ACP, its management and its achievements. Second, communicate the Panama Canal's value and services to world trade. Third, address the critical need for expansion of the Panama Canal. Fourth, ensure a successful referendum in Panama to expand the Canal.
2. Define the audience
Before beginning any outreach, one needs to determine the target audiences -- that is, any audience that matters to the central mission. It would be easy to say that the audience is the general public, but it is far more effective to specifically define audiences, thus facilitating identification of more measurable results and tailoring of messages as needed for each group.
Edelman defined the ACP's target audiences as influential national and international media, maritime and shipping communities, nongovernmental organizations, trade associations and the financial community.
3. Create clear, concise messages
Messages should define competitive advantages and should be incorporated in all written and oral communication. This language must be informative, topical, relevant and focused on the most important facts, trends, opportunities and challenges. Successful public relations programs are based on messages that resonate with the target audiences -- and, in the era of the seven-second sound bite, messages must be delivered with the utmost efficiency.
Edelman organized meetings with ACP executives to develop campaign messages -- "safe, reliable and efficient" -- as well as to review and analyze major issues and perceptions surrounding expansion and identify key stakeholders. Before launching the campaign, Edelman tested these messages to ensure they would have the intended impact. To do so, Edelman developed and administered a survey of 47 close-ended questions that measured target audiences' awareness and sentiment regarding the ACP.
4. Find effective ways to reach defined audiences
Once target audiences are defined, one must consider the best ways to communicate key messages to those audiences. Typical channels of communication include traditional media such as newspapers and television news, but technology has drastically increased the number of ways to reach target audiences. Today, we can communicate through Web casts, social media and outreach to bloggers, among other channels.
Edelman determined that the best ways to reach the ACP's target audiences were through a variety of channels, including traditional media outreach, direct mail, advertising, online advocacy and a blog-monitoring campaign. Additionally, Edelman and the ACP organized educational media familiarization trips, bringing journalists to Panama.
5. Establish methods for evaluation
To measure success or failure of a public relations campaign, one should establish a series of evaluation criteria. This will help determine if one is reaching set objectives and outcomes. Tools for evaluation can include surveying awareness and attitudes before, during and after the campaign, as well as counting the number of articles about the seaport and analyzing their content.
Edelman began its ACP campaign with a qualitative benchmark image study that consisted of 204 interviews with international senior executives in shipping, finance, government and nongovernmental organizations. The survey assessed perceptions, opinions and attitudes toward the ACP's image and reputation. It also served as a measurement tool to evaluate the final campaign and whether or not its objectives were met. The Panama Canal campaign helped achieve overwhelming passage of the national referendum to expand the Canal -- the largest project since its original construction -- and the Canal was extensively covered worldwide by top media outlets. Today, the Panama Canal is recognized by shippers, retail chains, the maritime community and governments as being unquestionably well-run by Panama.
Following these five steps can help virtually any seaport develop a strategic communications campaign that will enhance public perceptions and awareness among target audiences.
Edelman is the American Association of Port Authorities' public relations consultant.
