Community Relations and Philanthropy. Before choosing among the various tools marketers should begin by identifying their targeted audiences (e.g., target markets) and key messages they wish to send. These should align with the messages and audiences identified for the product being promoted or corporate goals for non-specific product promotions, such as corporate image promotions. The key messages are used in the development of public relations materials and supporting programs described below. The purpose of key messages is to provide a consistent point of view over time and across numerous PR methods that reinforce product positioning (i.e., customer’s perceptions) and reach the desired target audience. Company image sets the stage for how receptive a target audience is for your messages. For service businesses, your image takes on an even greater importance because you are essentially the company’s raw material, machinery, inventory and product all rolled into one. Therefore employees comprise company’s image. As an example, a wardrobe consultant that wears outdated clothes that don’t fit to a potential client meeting won’t create the image that attracts and retains clients. Some people confuse reputation with company image. Your reputation is only one component of an overall image. For example, you may have a reputation for always delivering quality products on time, but your company image also includes the quality of your presentation materials, your advertising, and pricing.
