Wow, how an image and reputation can be destroyed overnight! If you’ve had your head in the sand, thinking it can’t happen to you, the recent events that have tarnished confidence in the financial industry, celebrity images, company reputations, and brand trust should be enough to make everyone sit up and take notice.

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So, you think the economy is making times tough…  Have you considered what a crisis would do to your organization?  In better times, we’re so busy keeping up with in-your-face daily demands that we rarely think proactively about planning for the unexpected.  I relate crisis communications planning to insurance; you may not need it, and let’s hope that you don’t, but when you do, it’s invaluable.  Many organizations are experiencing a slow-down in daily operations during this challenging economic climate.  Why not use the small amount of extra time you now have to commit to a complete communications audit and development of a crisis plan?  Some of you may be thinking, “I already pay enough to our attorneys, let them handle it.”  Allow me to suggest to you now that he or she will only be valuable behind the scenes of a crisis.  Do not make the mistake others have made of having your attorney be your spokesperson or even the words behind the face of your organization.  This is an area where an experienced public relations counselor really shines.  We’re able to step away from the “business side” of the situation, see the entire picture, and determine how the crisis may affect every one of your publics, then create channels of communication that speak to each of them.  Different audiences have specific concerns during a crisis, and they need to be heard and responded to appropriately.  Public relations can provide 1) a thorough review of what processes you already have in place, 2) recommendations for what should be modified or newly created, 3) ongoing environmental scanning to identify pain points early, and 4) proactive issues management, so that a problem doesn’t become a crisis.  Don’t take this quiet time for granted, engage a public relations professional today to get you prepared for the worst, while helping your organization strive to be the best.

With the economy in a tailspin and anyone’s guess where it will take us in the new year, the implications affecting media relations are many.

First, it’s no surprise that the media landscape is rapidly changing. Nearly gone are the days of fully staffed newsrooms and specialty writers eagerly waiting your feature pitch. Many traditional media outlets are struggling to survive and are down to overworked skeleton crews that are challenged with juggling priorities and often only have time for hard news. What’s that mean for us public relations professionals? Well, the matte release is back in fashion, as journalists need well-written, “plug-n-play” news from experts, even if it comes with a product or service “plug.”  Also, some old-school PR practitioners are having to come to terms with bloggers being taken seriously; although it certainly helps that many are now credentialed, educated, out-of-work journalists. This new dynamic also places increased importance on not wasting any form of media’s time – as if we needed to be reminded that all pitches must be newsworthy, but sadly, yes, some do.  Additionally, we can’t overlook social media. You may be tired of hearing about the social media craze, but it’s probably here to stay. Although the current myriad tools may come and go, the fact remains that people will use Web-based and mobile devices to get their news and communicate with others. If you haven’t developed a social media plan for what makes sense for your organization, or you’re wondering how to successfully navigate the changing media landscape, call Patterson/Bach to help you stay the course and not waste time, money or resources.

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I’m passionate about public relations being practiced correctly; so, please allow me a moment on my soapbox – public relations does not equal publicity. If you or your organizational leadership believe when times are tough that all you need is some public relations, or your name in the news, I respectfully disagree. The one aspect of public relations I enjoy so much is its multiple applications and ability to affect so many different audiences. So, why would one choose to limit a message to the media only, and why would that be the first audience to whom you communicate?

Ok, I’m off my soapbox now and ready to focus on the reason I’m writing this blog post – the importance of internal public relations. Rarely, do organizations look inward. They choose a message, announcement, promotion, etc. and immediately want to “get the word out.” Well, quite frankly, many times, they’ve clearly skipped over the first crucial step: getting the word in! Ever asked a sales person about a promo offer you read and received a blank stare, or been the first to tell an employee of an announcement that was already in the newspaper, or asked a company representative a question and received an answer completely out of sync with the mission statement hung in the lobby reception area? I can answer yes to all three of these, and they are the consequences of overlooking your internal publics.

Organizations have multiple internal publics who are crucial in the success of developing and delivering messages externally. From employees and members to shareholders and Boards of Directors. These internal audiences have the ability to become brand ambassadors and help a message succeed or be left out of the communication loop and unknowingly contribute to its failure. Even if you have achieved getting your message out to 30 million consumers via the media, but the message is not properly imbedded internally, it’s bound to not only fail, but it could more than backfire as consumers expect your organization to deliver on its message.

My professional counsel is to take the time and place important emphasis on internal roll-out and the imbedment process prior to the launch of any external communication, whether it is a significant campaign or a small announcement – I assure you it will be time well spent. An organization’s entire dynamic and culture is changed for the better when internal publics are made to feel important and integral to success.