Public Relations Tips for Dealing with the Media

It behooves you to know and remember the names of reporters. Reporters know everybody. They talk to and interview people constantly. Because of their job, they usually size people up in a matter of minutes, sometimes without even meeting them face-to-face. If first impressions ever count, this is one first impression you don’t want to mess up. Be sincere, polite and try not to use slang.

A good reporter uses perfect grammatically structured sentences and flawless spelling when writing articles. Usually these skills transfer to many other facets of their persona therefore you should not be intimidated by an articulate and well-spoken reporter. It makes sense that they of all people might possess a perfect command of the English language. It goes with the territory. They are used to the fact that most people cannot keep up with their vocabulary. So don’t try to impress them with your speech. Any attempt to fake them out with words is sure to fail. Be yourself. It doesn’t mean they are smarter than you. On the contrary, if they were smarter they would be a freelance writer instead of a periodic journalist or perhaps own their own business like you. It pays better and you don’t have someone else editing your stories or asking you to rewrite something to change the slant or angle.

Most journalists are like artist. They are creative. Creative people don’t like to be put into structures, systems and absolutes. But periodic newspaper writers are forced into this through deadlines and space requirements. Many reporters like the type of work they do, writing, but they absolutely hate the structure. It’s stressful, hard work and not that much fun. A few reporters love the challenge of deadlines. These are the ones to watch out for. With these reporters, you should have your answers to questions pre-thought out. They will surely take most of what you say out of context. They are in a hurry. They are only concerned with finishing the story on time and then writing another. They will interview a few people instead of many to get to the bottom of the issue. They will use your name and insert a quote from you where it fits and when they need it. And then conveniently change, modify and delete parts of what you said or what they wanted to hear to fit nicely into a complete story. If, for some reason, they disagree with what you said or they just don’t like you, it’s all over. So this brings us back to our original thought. Be friendly to reporters. Be honest, truthful and sincere. Help them keep it short and sweet and help them save their valuable time.

When you see these reporters around town or at community events, be sure to acknowledge their presence. Even if you don’t have time to talk, a simple nod or good evening ‘Joe’ and a firm handshake will do.

"Lance Winslow" - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance here. Lance is an online writer in retirement.

Article Source.

Role of Public Relations | What is the Role of PR?

Public Relations has many roles within a business, but the most important may be that it serves as an outlet and tool for shaping an image, whether it be for a company or an individual. The most important thing to remember about public relations is that it is not advertising. Though PR may have a similar outcome or influence on the company as advertising, PR is less biased and self serving. It is information based, stating facts like a new product release, a recall has been put into effect, or that a new CEO has been brought into the company.

There are many benefits that an effective public relations plan can bring to a company, and while reading a book on public relations titled "Strategic Public Relations: 10 Principles to Harness the Power of PR", I came across a wonderful list of things that PR can do. Though some of these are ideas learned from other books, classes, and research, this list is compiled well and encompasses a lot of the key things that should be stressed when telling the benefits of PR.

Things PR can do for your company, firm, or self include the ability to:

• Grow Your Brand
• Heighten Demand of Your Product or Service
• Expand Your Customer Pool
• Establish Trust for the Company and its Products
• Form a Position of Leadership for the Company
• Change the Way Your Product is Perceived
• Generate Awareness for Your Products or Services
• Improve Employee Moral and Draw Top Quality Talent to Your Company
• Enhance the Perceived Value of Your Company
• Make Socially Responsible a Key Characteristic of Your Company

Thought most of the terms are self explanatory, the only one that may have a need for further explanation might be the fourth term, "Form a Position of Leadership for the Company". I think this is an important benefit and aspect of what PR can do for a company, and maybe one that seems a little out of reach for most companies. This is simply the idea that PR can help to push your company into the front position of your industry. An example the authors used was Starbucks, who spent less than 10 million dollars in advertising in their first 10 years of business, and with a powerful PR program, they became a leader in the coffee industry.

People tend to trust public relations more than advertising. Advertising seems more scripted (pun intended), which it often is. Public relations feels more credible; much of what comes from public relations comes from an external source, outside of the company itself. It also seems to be more effective than advertising, and perhaps largely due to the aforementioned characteristic. Advertising comes from the company and is used entirely to further business.

Public relations can also help create relationships between the community and your company, including the government, schools, and other non-profit organizations. It can also help you become more aware (or maybe just more informed) of your surroundings due to constant studying of the market required to tailor things such as press releases or press campaigns for the right audience.

Though perceived as an alternative to advertising, public relations really ought to be considered more important to a firm and its success. From the benefits listed above, public relations might need a larger role in the business.

Public Relations | Crisis Management Planning

When your company experiences a crisis there needs to be a plan that can easily be implemented. Planning is crucial for getting things right. After the planning process it really comes down to trial and error. Once implemented you can learn what went right and what went wrong, and can adjust your response accordingly when the next crisis arises. You can also look at companies who have gone through a similar crisis and learn from their mistakes, avoiding making them yourself.

Some types of crises include (but are most definitely not limited to):

• Natural Disasters
• Economic Disasters
• Managerial Mistakes
• Deception
• Technological Issues
• Slander / Rumors
• Legal Issues
• Errors in Judgement

Many crises can be found in each type, such as a bacterial outbreak in your product, outside tampering with your product, exposure to animals or insects, ethical issues within the firmsuch as stealing or dishonesty, or a breach in company security.

There are some things to consider when responding to a crisis and when creating a plan. While there is no set of rules for crisis management, the following might help you to create your own set and perhaps help you better respond to the crisis at hand:

Keep in mind that responsibility is a key component of any company's success.
An example of great crisis management can be seen in the mid 90s recall of Odwalla juices. There was a strain of E-Coli found in their apple and carrot juices which were present in a handful of juices. The source of the strain was unknown, and despite not knowing the source, Odwalla recalled all juices that contained the apple or orange juice. This cost millions of dollars but showed a great amount of responsibility and may have avoided future lawsuits and irreparable brand damage. Odwalla also changed how they did things, implementing a pasteurization of their juices to ensure that the E-Coli would not return. They created a website, made TV appearances, and paid for medical bills, showing consumers that they were doing everything they could.
A poor example of taking responsibility can be seen in the 1989 Exxon oil spill in the Prince William Sound off the coast of Alaska. Though some say the amount spilled was underreported, there was an estimate of ~10 - 40 million gallons spilled that day, with estimates of hundreds of thousands of wild life killed, including bald eagles, sea otters, and harbor seals, along with hundreds of thousands of dead seabirds and billions of eggs of salmon and herring. Exxon avoided responsibility, even at times putting the blame on the coast guard. Today the sound and the residents affected by the spill are still feeling the repercussions of interrupted salmon runs, the loss of the herring in the local ecosystem, and the some thousand gallons of oil still buried in the beaches. (Wikipedia)
In the midst of a crisis is not the time to avoid responsibility. Be honest and don't push responsibility on others if you were involved. Doing so can save the reputation and credibility of the company, as well as show the community you care. As a corporation you have responsibilities to the community and neighbors, and if something goes wrong, it is your duty to remedy the damage for the well being of your company and your consumers.
Give yourself time to gather evidence and consider the facts.
There was a crisis at Pepsi Co. when rumors started that syringes were being found in Diet Pepsi cans. Pepsi checked their facilities and came to the conclusion that there was no way any syringes could have been added to their cans while in their plants and factories.
Pepsi told the Public Relations Society of America that being quick with actions is important, but so is being accurate. Had Pepsi done a recall, they could have been out millions of dollars and made the situation worse. Additionally, it may have cost them their image; seeing Pepsi recall cans may have encouraged the rumor and consumers to think of the product in a negative light. Instead, Pepsi gathered the facts and decided against a recall. Though negative reports and consumer opinions spread after the decision was made, the rumor was proven to be just that, a rumor and a hoax.
Furthermore, timing is of the essence.
If your company comes across a product that needs to be recalled, timing is a critical aspect of responding to the crisis properly. A crisis management plan, or a crisis communication plan, can dramatically curb the damage done to your company, brand, or image. As with the Pepsi example, had they acted irrationally and put a recall into effect things may have gotten worse. For Odwalla, a swift recall was needed.
------------------------------------------------------------------------------------------------------------
Once your plan is established and you have decided which action to take, it is important to put together materials that will be needed. For example, your employees need to be informed, as well as the public. Prepare statements and scripts so that everyone knows what is being released and what the facts are. Create press releases to inform the public, and be available for questioning; don't avoid the situation and make sure you are truthful and up-front about the circumstances.
Additionally, after the crisis has occurred there needs to be more planning for future crises and corrective action ought to be taken to ensure that a similar crisis does not occur. In order to diffuse a crisis, action must be taken before it occurs. Keep your company informed, congruent in the information provided, and honest.

5 Tips for Creating Successful Marketing/Business & Public Relations Plans

When it comes time for you to create your own marketing, business, and public relations plans, there are a few things you can take to heart. Whether you're just starting out, or just now getting around to creating these resources, these plans will be the blueprints for your future success.

5 Tips for Creating Successful Marketing/Business & Public Relations Plans:

1. Be Smart. Though all three plans will have a different "formal" structure to them, they should all encompass similar items, and be created in a similar fashion: an educated, researched, and thoughtful one. When you create your plan, do so with care. This is for you, and your success, so don't see it as a chore. Much like driving to an unknown location, a map (your plan) can be helpful in finding and directing you to your desired destination, whatever it may be. This process will, of course, also help you to establish if your desired destination is completely unattainable and far-fetched, but don't be afraid to be ambitious.
   
   
2. Be S.M.A.R.T. You may have read this online elsewhere, and even earlier on this blog, but it's worth repeating. When it comes time to create your objectives and strategies, really employ this point of view. (Avoiding this step will make the plan useless in and of itself, so if you don't plan on really taking the time to develop and create you strategies and tactics, I would highly recommend you hire a professional.) This acronym stands for Specific, Measurable, Achievable, Realistic, and Time Bound. This follows from #1, in that you can create goals that are semi-lofty and hard to reach, but still within reach if you can find the right items to leverage yourself. Be aware of your limitations, and those of the universe, when creating your plans. Also be respectful of others that you plan depends on.
   
3. Be Comprehensive. Take a look at all areas of the plan that need to be created. When you create a plan for the first time, you need to go through the motions to ensure your plan is built for success. For example, if you create your budget first, you may find most of what you want to do in your plan far surpassing what you'd estimated. Similarly, if you create tactics without first creating strategies, you're drawing your own directions on your map that may or may not lead to your destination. (It's like following traffic, not knowing why, and hoping they're going where you need to go; try to avoid that.)
   
4. Get Feedback. If you need assistance in getting these created, then get some! There is a plethora of advice online, and even more available persons to come to your rescue! Find someone who knows PR and marketing; the two are very similar online, and when creating a marketing/business plan and PR plan, their advice can come in handy.
   
5. Maintain and Manage. There's nothing more detrimental to your success than leaving your PR/Marketing plans to fend for themselves. Coming back around to the car analogy, this is like beginning your journey and never filling the tank or checking the map to ensure you are still headed in the right direction. If you've gone through the trouble of creating your plan, take the time to monitor what's happening with the tactics/activities you've created. This can be most helpful when it comes time to create a new plan or revamp your existing one. Much like a vehicle, these plans do need to be replaced or repaired. Also similar to choosing a vehicle based on your needs, your PR plan can change dramatically based upon your goals and needs presently.

Lastly, be sure that you're paying attention! I can guess that driving with your eyes closed doesn't work out too well, so be aware of what's going on internally and externally in your environment. Your plans are the backbones of your activities; they help get the rest of the team on board, and they make sure you know why you're doing what you're doing. Really invest some time here, and talk with someone who knows a lot (or a little) about each area; some advice or feedback is better than none, especially when you've completed the plans.

PR Definitions | Public Relations, Marketing, & Customer Service

Public relations is becoming a catch-all term. In talking with customer service/loyalty experts over this past week, I've learned that what I advocate for people to do in PR, they advocate for their clients to do in the customer service activities. It's also what I've heard marketing professionals tell their clients to do, and there are countless books and posts on why marketing and PR are more and more related today than they've ever been.

Is there a reason the three areas of a business are still divided in most companies? Wouldn't things work better if they were more integrated, if customer service talked to the PR team, and if the marketing team saw what the customer service department was up to? I think so.

"What are you hearing," you ask, "that makes you think PR=Customer Service=Marketing?" The strategies are all the same. The end goals are the same. And the road to which they reach these goals (the tactics) are also the same.

1. The Goal. To increase awareness, mind-share, and overall buy-in for what the company is offering, advocating, selling, etc.
2. The Strategies. To make their brand easily identified, to make their cause easily accepted and identified with, and to create a loyal customer base.
3. The Tactics. Connect with customers on a personal level, offer a two-way line of communication, answer questions, offer solutions, just be there.

The tactics usually include the following:

1. Using social networking platforms. Twitter, Facebook, LinkedIn, foursquare, etc. These are all online tools companies can use to get more in touch with their customers, create a more personified brand image, and share information about the firm.
2. Sending press releases. Though tied to PR for the past few decades, this is also used in marketing. Press releases are great ways to alert people of new things happening, and great ways to pitch the media.
3. Having a blog. If companies would rather not pitch the media and communicate with their customers through this and social networking, blogs can be a great outlet for information sharing.
4. Hosting forums, chats, chatrooms, etc. This is a way to provide a way for customers to contact you with complaints, concerns, questions, etc. Customers will talk about you anyways, and with the availability of places for them to do so, they have no reason not to. Why not provide the space for them, so you can more easily monitor and respond to potential crises?
5. Being more personable. This can be hard to fake, so it takes actual effort, time, and energy. The company needs to utilize the tools above and actually be available and accessible.
6. Going above and beyond expectations. This is something used in customer service, but in PR, you can do the same thing. If you use social media, don't just use it as a way to share your new product, use it to offer great customer service to change the minds of upset customers, creating loyal advocates. Customers are used to companies doing the minimum to satisfy our needs, but satisfying and creating loyal customers are very different tasks.

Do these not all sound like solid ways to reach your PR goals? What about your customer service goals? And your marketing goals? Why, then, are we making the distinctions?