The public relations (PR) messaging for PH is overall very positive, yet lacks cohesion. The brand, mission, and strategy of PH are not clearly articulated and are not consistent throughout press releases and profiles on partner sites. The PR materials serve as an information base for all publicity and advertising. Whether PH is sending the information themselves or a partner or consumer is deriving it from their website, social media, etc–it is important that the same message is conveyed.
We have identified the strengths and weaknesses of PH’s existing PR:
Strengths
- PH has received an impressive amount of public mentions and partnerships, especially considering the size of the organization.
- PR has been of excellent quality. PH partners include well-trusted and well-known organizations and companies, which enable the public to trust PH.
- PH’s PR has been positive. (They say there’s no such thing as bad publicity, but that’s not true with NPOs.)
- PH’s PR materials that are featured on the website have been used and shared by many partners.
- PH has a logo and has many potential taglines to work with.
Opportunities for Improvement
- PH’s logo does not convey a strong message about the organization’s goals. Although the imagery is feminine, the logo doesn’t communicate females, empowerment, or education.
- PH uses a variety of taglines, and some are stronger than others, however, there is not one concrete tagline that provides a concise picture of what PH does.
- PR lacks stories and experiences from consumers and partners.
- PR has evolved to include not only press mentions, but also personal mentions and reviews. Consumers sharing their experiences are a new but very important element to ultimately earning the trust of new consumers.
- PR has little focus on stories (with the exception of Ana) such as successes and experiences of the program (the girls)
- PR lacks consistency.
- PH, Peruvian Promise, and Ana are the three main components/focuses of PH and the organization’s PR. However, it is not clear what makes each unique and what the relationship is amongst the three.
- PR lacks information regarding PH’s socially and environmentally conscious practices and contributions
- PH can utilize a lot of the supplemental projects to appeal to a more diverse audience, send new messaging to existing audience, and develop a more well-rounded corporate profile.
Situational Analysis Components