2. Who Needs to Know About Your Organization?

Now that you know what you want to do, the second step is to determine who you need to talk to.

The best way to gain insight into this question is to look from the other side of the communications channel: Of all the people that your organization deals with, who do you need to tell about new programs and products? Often your most important contacts will be your current and future partners, IT professionals in your local area, human resource managers, training and development personnel, and organizations offering competing products.

To reach your organization's public relations goals, there are many key audiences and stakeholders that your organization should regularly communicate with to gain higher visibility. The following list details a few of the most important audiences: