Public Relations & 180-Degree Turns
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Public Relations is a pretty unforgiving field to participate in. Even those who are often called the king of spin have problems with it occasionally, as it is hard to be right all the time in an ever changing world of public perception and mass media incited hysteria.
So what do you do when something goes terribly wrong and you are in crisis mode? How can you back out of a public relations campaign, community goodwill program or direction of spin gracefully and do a 180-degree turn? It is not easy and often it involves some very creative thinking on the part of the main members of the team.
When a public relations campaign is not working right it needs to be shut down and terminated before it does any more damage. Sometimes, it pays to play up the controversy and then report that our customers have made up their minds and we are listening and therefore we are dumping this public relations campaign for something that our customers want and we are doing it now.
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Sometimes certain brands tend to confuse exclusivity for arrogance. Just because a brand is internationally recognized, it does not mean the people who work for it have the right to parade huge egos. The more I mulled over this, the more it got me thinking. Corporate arrogance that stems from a company emerging as an undisputed market leader affects various stakeholders differently, depending on factors too numerous to explore here...
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Another thing to do is to have a vote and let the customers decide what they like, this allows them to have by in and have a say in the public relations campaign. Then you can say as a company you trust your customers and you intend to give them what they want because you do it all for them. This is one of the easiest strategies for 180° turnaround's in a public relations campaign midstream. Please consider this in 2009.
In bad economic times, all companies make budget cuts, and some will indeed make the hasty decision to cut public relations budgets. In the PR industry this is called "going dark," an immediate elimination of exposure for your company and its products or services. This impulsive decision has multiple negative consequences- not only will lead generation dry up when you "go dark," but the lack of media exposure will undermine the confidence of your existing customers and investors concerned with your company's long-term viability and value. When you go dark the one thing people will notice about you is your absence!
When times are tough and business is slow, PR is the very last thing that ought to be cut. You must take the offensive - in a downturn, aggressive PR is key. |
When Outsourcing PR is More Effective
Outsourcing PR to a good agency is always more effective and more cost-efficient than trying to get the job done in house. The right PR agency partner brings objective, strategic value to your business, especially around message articulation and focus, analyst and media outreach methodologies, and an out-of-the box view of how your technology fits in the larger market ecosystem context.
Furthermore, companies sometimes think they can create and manage the entire PR process including:
1. Maintaining all the contact databases
2. Writing the pitches, press releases, and articles
3. Reaching out to analysts, media and conferences
But these tasks get de-prioritized when PR goes "in house" and the distractions of corporate duties become overwhelming. Opportunities are missed that your agency will be on top of with an independent perspective that can be a deeply competitive advantage for your company.
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Eight Free or Low Cost Business Success PR Ideas To Help Your Business Bloom
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PR, the common term for Public Relations is usually referring to the efforts of a company to obtain a favorable or increasingly positive view in the public's eye. It normally applies to big business but as a small business owner, I think it concerns small businesses too. I want my customers to have a good feeling about my company and me. This obviously could result in more business and more profits.
Here are some ideas of which many may be considered "free" or "low cost" types of marketing to gain good PR. Most are not anything new; some are as old as the hills, just based on good principles and real concern for other people. High cost conventional marketing and advertising does not take the place of most of these concepts and ideas. They are compatible. There may be sweat and effort involved, but that's business if it makes you a better business. Maybe one or more of these ideas will put you and your business on the map?
1. Contribute to the community. It could be something you do or produce already in your business and for little or no charge. Do some volunteer work.
2. Give a little extra when doing business; make sure they remember you in a good way. "Go the extra mile," they say. People will remember if they think they got charged too much. They will also remember if they think they got a great deal!
3. Be friendly (and smile once in a while). It makes a difference even when you're on the phone!
4. Have great service.
5. Have a great product.
6. Be honest, even when no one is looking.
7. Be a part of a group or organization or two so people can get to shake your hand, see your great smile, and know you exist! It may be around town or it may be on the Web.
8. Make some calls, or send out some nice letters or emails to your current customers. Thank them for their business. Ask if there is anything they might need and to give you a call if so. (They might be flattered!) One business sent me what looked like the nicest greeting card I had ever seen! I was impressed! (Even though it was an advertisement.) When you look at a lot of these you may think, "Oh yeah, I should've thought of that!" (That is if you don't use them already!) That is because they are simple, honest and basic ideas that can naturally be a part of everyone's business with a little practice and implementation.
So, wishing you the best on your success.
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