Patterson/Bach Communications, Inc.

I often hear people refer to public relations (PR) professionals as “spin doctors,” meaning they ‘spin’ or manipulate information to persuade public opinion for or against something or someone. It’s also a common misconception that PR pros always have an agenda and are rarely truthful. Therefore, journalists, and the public in general, are weary of trusting PR practitioners.

In reality, the role and responsibility of PR professionals is to guide an organization or individual to make ethical decisions and attempt two-way communication to develop and maintain mutually beneficial relationships with each key public. PR pros are actually accountable for all of our actions and decisions made for our organization(s) and ourselves. PR pros strive to practice public relations in an ethical manner, following the Public Relations Society of America’s Code of Ethics. PRSA, the industry’s overseeing association, can revoke practitioners’ memberships if a professional does not adhere to its Code of Ethics. Although a PR pro may practice PR without being a PRSA member, membership is important and one of a list of credentials people should look for when choosing a PR counselor.

PR professionals have specific education and experience to strategically manage many communications challenges. Most PR pros have studied and graduated with a degree in public relations from communication colleges across the U.S. It’s important to remember that these professionals have been taught the appropriate way to communicate a message to a diverse list of target audiences, as well as how and when the message should be delivered.

As professionals, we endeavor to educate the public about PRSA’s fundamental values, including, “…advocacy, honesty, loyalty, professional development, and objectivity…”  Helping people understand the many disciplines within public relations (i.e., charitable giving, community relations, and employee communications, to name a few), and see us as communication facilitators, not barriers, contributes to increased trust and respect for our industry.

Patterson/Bach’s public relations team believes in encouraging organizations to establish and maintain a comprehensive public relations program. Many times, our team receives only one request from an organization or business in regard to what it wants to achieve through a public relations campaign: proactive media relations.

While we understand the importance and value of media relations, it’s also our job to educate clients on other public relations disciplines, including, crisis communications, community relations, internal relations, and social media, among others.

As public relations counselors, we have a responsibility to inform clients of all available resources when we develop and implement a comprehensive public relations program tailored to help achieve an organization’s goals and objectives.

With so much emphasis on media relations, it’s easy to forget the positive impact of having (or the consequences of not having) a comprehensive public relations program in place, so we’ve decided to take this opportunity to remind you of a few key benefits:

• Research key publics’ (customers, members, employees, media, etc.) current perceptions using metric-based measurement tools to ensure overall objectives are met and strategies are supported
• Develop key messages and talking points to share with stakeholders to ensure consistent inbound/outbound communication touchpoints
• Engage and influence key publics to change misconceptions and build trust
• Position organization as a community and industry leader
• Provide ongoing environmental scanning for proactive issues management to uphold an organization’s reputation during a crisis

Now, more than ever, organizations should consider implementing a comprehensive public relations program that prioritizes key initiatives to consistently meet the needs of internal and external publics, ultimately strengthening the core business and producing long-lasting results.

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.

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.

Social Media, also known as User-Generated Content (UGC), allows organizations to connect with key publics in Web-based communities. These communities, which usually require registration from each user, allow for real-time interaction among organizations and their current and potential clients.

There are universal benefits to participating in social networks and increasing your brand’s online presence: it’s free and provides 24/7 access to your brand, real-time information dissemination, exposure to unlimited potential customers, and an ability to deliver prompt customer service to clients while managing relationship expectations.

Prior to charging forward with a social media campaign, an organization must first understand the minimum commitment necessary to deliver success. Like most efforts, you get out of it what you put into it, and it’s better to have no social media presence than a poor one.

It’s important to recognize and use social media tools for your specific organizations or risk losing profitable business opportunities. A crucial, initial step for any organization wanting positive ROI from social media is taking time to research and evaluate Internet-centric media applications against its mission, vision, core values, target audiences, goals, and product or service. It may be difficult to choose appropriate online networks and tools for conducting business and increasing brand awareness. A simple, effective way to begin your research is to survey your target audiences regarding which networks and tools they use.

Once your organization commits to actively participating in a social media community and has identified which tools to utilize, you must set guidelines for all employees who are participating in your social media effort.

Last, but certainly not least, it is critical to provide valuable, relevant information about your organization and industry on a consistent basis in any online network. Understand how to engage users and develop trust and credibility.

Patterson/Bach can help you determine your minimum commitment, research your audiences to identify the most appropriate and effective tools and applications, develop employee guidelines, and generate valuable, consistent content. If your organization needs help getting started or increasing your social media efforts, contact Patterson/Bach.