Public relations has been around as long as civilisations have existed. It has informed and influenced consumers – changing attitudes, making personal lives public and informing us of the latest trends. Today, we have a range of tools to disseminate information, including blogs, social media, news releases, and hosting events. The methods may have changed over the centuries but the core purpose has remained the same. To influence choice.
How do we influence choice? Through engaging our audience, by enlightening the public and by sharing your thoughts and fostering discussions. The idea is to influence the reader’s choice and take some action. Yet, as Toastmasters, we often forget that we are publicly relating to a vast number of potential members. Each with their own needs and interests. How do we influence their choice to join our club and not another? Can we “relate” to them efficiently via certain social media outlets? Does it further our brand conversation?
By focusing on our end goal, we look at why we are engaging in public relations and what are we trying to achieve. However, we cannot improve our strategies if we don’t measure the results. One of the best ways to measure results is by using data. Consider researching consumer sentiment to understand how the public feels about the company. What we measure will drive success. In Toastmasters, we have a 10 goal system to drive club success based on our individual members success. These goals define the characteristics of a quality club. How does this affect our brand? By gaining an understanding of members and their experiences we can use these insights to create better choices, better marketing campaigns and better strategies.
How do we support the Toastmasters brand? Firstly, use the art of storytelling to engage your target audience, and the influencers that reach them. Who is your ideal audience? Who influences them? How can you influence them? Use this information and the strategic combination of technology, data, processes and analysis to drive your club’s marketing campaigns.
The best way to accomplish this is to build a relationship first, so that the potential for influence is based on understanding a guest’s needs. Next, demonstrate how you (the Toastmaster) can make the guest the hero or heroine in his or her story. Build trust, be transparent, learn about your guests needs and goals, maintain rapport and demonstrate how your club supports its members. The way to influence your guests choice to join your club is to greet the guest warmly, introduce them to the members, acknowledge them formally, find out what their needs are and explain how your Toastmasters club can help them achieve their goals.
Contact Picnic Point Toastmasters to learn more. Drop in at Club Picnic Point – 124 Lambeth Street, Picnic Point, NSW 2213 on the 1st and 3rd Tuesday of the month at 7pm. You’ll be glad you made the choice!
Picnic Point Toastmasters Blog 
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