In 2016-2017, the Navajo Agricultural Products Industry (NAPI) recognized the need to improve its public relations efforts. As a leading agricultural organization, NAPI faced several challenges, including a general lack of awareness about its mission and long-term goals among key audiences. To address these concerns, a Public Relations Strategy for NAPI was developed. This strategic roadmap focuses on enhancing NAPI’s image and building stronger relationships with target communities.
NAPI’s Key Public Relations Challenges
The primary public relations challenges for NAPI stemmed from three key issues:
- Limited Awareness: Many community members and stakeholders lacked basic knowledge about NAPI’s operations and goals.
- Unclear Long-Term Vision: NAPI’s long-term objectives were not well-communicated, creating confusion among its audiences.
- Resource Limitations: There was a shortage of resources dedicated to delivering important information to the right audiences.
This plan aims to resolve these challenges by creating clear, targeted messaging and fostering a more connected relationship with the public.
Strategic Planning Process
The public relations strategy development involved multiple tasks designed to create a comprehensive plan for NAPI’s future success. Below is a breakdown of the approach:
Pre-Planning
The ETD and NST teams met with NAPI executives in Farmington, NM, to discuss expectations and solidify processes for a successful strategic planning process. This meeting set the groundwork for collaboration between all parties.
NAPI Community Research
To gauge the community’s perception of NAPI, ETD led a research effort that included surveys, interviews, and focus groups. This information played a crucial role in shaping the Public Relations Strategy for NAPI by identifying the organization’s image within the community.
Public Relations Strategic Planning
Internal phone interviews were conducted with key NAPI team members to gain insight into their perception of the organization’s core competencies and strategic direction. These findings helped shape the public relations strategy.
First Client Meeting with NAPI
The team facilitated a two-day planning meeting with NAPI, covering topics such as:
- Corporate Character: Reviewing the organization’s mission, vision, and values.
- Marketplace Assessment: Analyzing key audiences and the competitive landscape.
- Brand Assessment: Exploring current and desired brand perceptions.
Positioning Platform Development
Using insights from the community research and client discussions, the team developed a positioning platform. This platform includes a brand positioning statement and key messages tailored to specific target audiences.
NAPI’s Communications/Outreach Plan Development
ETD and NST collaborated to create a detailed Communications and Outreach Plan. This plan outlines strategies for engaging with key audiences through press releases, social media, public events, and other communication channels. A budget and timeline were also included to ensure successful implementation.
Key Messaging Development
NST took the lead in identifying 3-5 focus areas for NAPI’s long-term success. These areas were designed to align with NAPI’s strategic direction and set clear, measurable objectives.
Message/Media Training
A draft of the Public Relations Strategy for NAPI was presented during a second client meeting. ETD and NST provided media training to help NAPI’s team communicate their messages effectively.
Final Presentation to NAPI Board
The strategy culminated in a high-level presentation to the NAPI Board of Directors, explaining the development process and key findings from the research and interviews. This presentation highlighted the Public Relations Strategy for NAPI and its long-term benefits for the organization.
Learn more about ETD’s Public Relations Services!