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How can public relations help you reach business goals?

Writer's picture: Alexson CalahanAlexson Calahan

Public relations is the strategic building of mutually beneficial relationships between your organization and those that can help you reach your goals. So, before you get all jazzed on media interviews or launch events, you need to be sure you are getting extra crystal clear on what you are really looking to do.


A serene winter scene at an outdoor hockey rink, with the focus on a red goalpost standing silently on the glossy, frozen surface, framed by bare trees against a cloudy sky.
A serene winter scene at an outdoor hockey rink, with the focus on a red goalpost standing silently on the glossy, frozen surface, framed by bare trees against a cloudy sky.

At Small Adventures Communications, we work with nonprofit leaders, community organizers, and small business owners who have a range of goals. Commonly, we see goals such as:

  • Grow donor/volunteer/prospect list



  • Connect with more folks in a specific role who can act as referral partners

  • Increase grassroots advocacy

  • Change policy by building relationships and educating policymakers

  • Increase sales

  • Fill the sales pipeline with qualified leads


The more fully your organization can build out exactly what is needed to be successful, the more likely you are to be able to strategically build a public relations plan that is efficient and moves you toward your goals. Without a well-defined goal, it is easy to get lost in the sea of PR tactics. With a strong goal, it helps drive focus when drafting a plan and also can boost morale when slogging through tedious projects (ever build out a two-month long toolkit full of social posts for three different audiences? That kind of tedious).


Public relations can bring benefits that do take a while to harvest. But the only way to benefit is to start smart and name what you are aiming to claim.

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