Local professionals Mark Holoweiko, APR, president of Stony Point Communications; Kelly Rossman-McKinney, APR, CEO of The Rossman Group; and Katie Donovan, president of Donovan & Smith Marketing and Media, Inc., recently offered their insights into defining public relations, its importance, its implementation, and how to choose an appropriate practitioner.

“It’s actually pretty simple,” stated Rossman-McKinney. “Public relations says what it is, it’s right in the name, and that is doing things in a way that builds, strengthens and enhances your relationships with the publics that matter to you. If you are a retailer, it’s your customers and your potential customers, but it’s also your internal audiences, your employees and vendors. Ideally, you’ve got a strategic public relations plan that is ongoing and encompasses all aspects of communications.”

“We see public relations in the context of a complete marketing and media plan,” added Donovan. “When we bring public relations out in a plan, we’re really concerned about what the message is to that end user—the consumer of the media that we would like to target—to touch them in some way. We consider ourselves storytellers, reaching people in a way that is persuasive, effective, and helps the receiver of that information understand our client better.”

“Advertising and public relations are both components of marketing,” said Rossman-McKinney. “Advertising is the paid side. Public relations is all of the things you do to earn the respect and support of your target audience or your publics, the people who matter most to you.”

“You often hear people cast aspersions on the public relations profession as spin doctors,” noted Holoweiko. “It is a misunderstood profession. At our national organization, the Public Relations Society of America [PRSA], we’re guided by pretty strict ethical codes. One of the most important components is adhering to the highest standard of truth in communications. Public relations is just as vital to democracy as the free press. We act as responsible advocates to serve the public interest by achieving the flow of accurate information. That function is essential to informed decision-making in a democracy. In a society where people have a voice, where decisions are going to affect their lives, it is critical that professionals put them in touch with organizations, issues and leaders for constructive participation. That’s what PR is all about.”

Rossman-McKinney and Donovan are also PRSA members, and both Holoweiko and Rossman-McKinney have earned accreditation for public relations (APR) status from the organization.

As to how public relations works, Holoweiko explained, “A campaign starts with a good deal of research, with in-depth interviews, opinion polls, telephone surveys, Internet research and background research. You have strategic planning. You have goals in mind and the objectives you want to achieve; and with the research that we’ve done, what steps are we going to take to reach that strategy; and within that strategy, we’ll figure out what tactics we’re going to use. Then any good PR practitioner is going to go through the steps to measure and evaluate how the campaign worked, to track returns on the investment for the client. An agency is able to implement different levels and combinations of communication, coordinated together for one purpose.”

As a former minority shareholder in the Michigan Radio Network, Donovan saw organizations only focusing on paid advertising while missing out on other promotional options. “There are so many lost opportunities because nobody was assigned to regularly think about how to tell the story and [to take advantage] of when there are newsworthy opportunities,” she stated. “[At Donovan & Smith] we’ve been able to merge a paid media plan with an earned media plan. We’re generally helping them positively position their organization or activity or products.”

When an organization is looking for a public relations consultant, all three practitioners agreed that finding a compatible fit is most important.

“[Organizations] have to have an understanding of their own needs before they embark on a ‘shopping tour’ of PR firms,” said Donovan. “What stories are not being told that they wish were being told? Who are the experts in their industry? I think PR professionals are really good at planning and becoming good students of an industry, so what types of public relations activities may make sense in a related field? The firm has to demonstrate a lot of different kinds of PR activities, including crafting communications, coordinating events, creating media relations opportunities, and getting published in industry publications.”

“They should look for skills and expertise,” added Rossman-McKinney. “Skill matters more than expertise. They should never shy away from someone who knows nothing about their industry. We’ve worked on all kinds of complex issues. You certainly want to know what someone’s reputation is, but you should always be willing to take a risk on someone who is new because you’ll get eagerness and enthusiasm at a lower rate. Ultimately, does the person fit? Do you feel you can talk to them and does the firm really understand your needs and have the same core values that you do? Some fits don’t work particularly well.”

“For organizations that haven’t worked with PR, it’s important to understand that campaigns are gradual,” noted Holoweiko. “The payoff is long term. It can take a month or over a year. You have to have realistic expectations. It takes time to build a relationship to reach your goal. Find an organization you can work with as a partner and not just a vendor.”

Holoweiko started his professional career in 1973, working with the healthcare industry. Stony Point Communications was founded in 1994. The company manages full-scale media campaigns, specializing in healthcare, insurance, law, and education.

“We have decades of experience in managing full-time media campaigns that range from several thousand dollars to multimillions,” he said. “We have national accreditation in PR, and we are very results oriented. We’re very focused on operating within the code of ethics of the Public Relations Society of America, and, overall, our approach is very client oriented. Also, we will take an issue, as opposed to a candidate, and work to promote that. In the last couple of years, we’ve worked with the Michigan Association of Secondary School Principals to advocate the raising of high school graduation requirements across the state.”

Originally formed as Donovan & Co., Donovan established the firm in 1991, while she was still working at the Michigan Radio Network. “It was about 1998 when I realized I was much happier providing direct services to my clients as a consultant and was spending more time on that than my other work,” she said. Recently adding partner Lisa Smith, the company focuses on helping clients with positive placement and messages, and does a lot of work on affordable housing and homelessness for organizations like the Michigan State Housing Development Authority and Habitat for Humanity.

Following years of work for the State of Michigan, including serving on Gov. James Blanchard’s staff, Rossman-McKinney started her own company in 1988, focusing on issues management. “Our job is to maximize support and minimize opposition for our client’s side of an issue,” she said. “We really don’t specialize in any one particular issue, but almost all of the issues we’re involved with are legislatively driven. We’re currently doing millage campaigns for Potter Park and the Genesee Health Plan. We only do nonpartisan work.”

Rossman-McKinney, Donovan, and Holoweiko all still see plenty of potential in the market.

“There are many practitioners, and quite a few are tried and true,” noted Holoweiko, “but I don’t think that there really is that much competition because there is plenty of work to go around.”

“If you look across this marketplace, there are businesses and organizations that all could profit from good marketing and public relations strategies,” added Donovan.

“Frankly, the more [work] that’s done, the more people realize they need to hire someone,” said Rossman-McKinney.