No matter what type of organization you are part of, your publics play an important role. For example, you may depend on them directly for business as you sell a product or service. With this direct relationship, it is easy to see why it is important to keep this public informed: you want to keep them or recruit them as customers.
However, some publics are key to an organization’s success because they have an indirect relationship with the business. They may be influential to the organization’s customers or they may be public figures that can play a role in the direction a company takes.
Whether you are targeting a directly or indirectly-related public, keeping them informed about the latest happenings at your organization will benefit you.
Here are five reasons to keep your public informed:
1. They directly influence the bottom line.
As mentioned earlier, if you have a direct customer-business relationship with your public, keeping them informed of new products, new locations and things that make your product attractive to consumers is vital. Even if your relationship isn’t direct, word of mouth spreads quickly and influential publics can ruin a customer base.
2. They have the power to decrease your company’s value.
Some publics, such as customers, volunteers and employees, may have the power to harm your organization. If they are not informed, or feel that they are left out of the loop, their actions can be devastating. From boycotting products to starting an employee strike, their actions can be harmful to your organization.
3. They have the power to open doors for your business.
Valuable publics, like influentials and city officials, often hold the future of your company in the palm of their hand. They may be the ones to approve new buildings or they may have direct control of city ordinances that affect how your company is allowed to do business. Keeping these people informed makes it more likely that you will have a stronger relationship with your other publics and be able to grow into a successful business.
4. They are direct donors to your organization.
Donors are an important public to keep informed because doing so helps them feel more empowered, which in turn encourages more donations. Informing your donors of new developments, how your organization plans to use donations and upcoming events will increase the likelihood that you will maintain your donor base.
5. They influence your key public.
It is important to keep the people your key public depends on informed. If these people are aware of the advances in your organization, they will be more likely to have a positive influence on your key public. It is also possible that they may become members of your key public as they learn more about your organization and become more involved.
Your public may be the ones that keep your organization running, or they may be the ones that influence your key public. Either way, keeping them informed will benefit your organization.