P.R.: SEPARATE FACT FROM FICTION
by Michael Maynard
Public relations is often improperly or ineffectively used, giving businesspeople, as well as the public, a warped view of P.R. In this document, Michael Maynard separates fact from fiction to better explain the role of public relations and clear up misconceptions about this vital profession.
Fiction: We’ll take care of the public relations after we complete the program.
Fact: To build an effective program, you must incorporate a P.R. component into the plan, not tack it on as an afterthought. Why? Because P.R. communicates your message, program, or product to its intended audience. Only by building this communication strategy into each element of your program can you be sure that it’ll get across.
Fiction: Only the CEO or president should speak for our company.
Fact: The top person in the organization should be a presence in stories on your company. But not every story. After all, they’re not the only ones who can build your brand. Look at stories from different angles. That’s what the media seeks. What are others doing in your company? Members of the media can mine these people for current and future stories. Make sure you have a company policy about who should speak to the media — and then give those people media training.
Fiction: If we avoid the media, we can survive this crisis.
Fact: Failing to talk to the media means that you won’t get your company’s message out. If there have been problems, explain how you’ll solve them. Develop a step-by-step plan to tell your story. If you’re advised to say nothing for legal reasons, work with your lawyer to craft some type of announcement. Be sure someone within the company makes the statement, not the lawyer. Having a person from the company speak publicly demonstrates that you’re not hiding. At times, however, you might want to concentrate on communicating directly to those affected by the crisis.
Fiction: We’ll release our negative story when the public is less engaged in the news — for example, on a Friday or before a holiday.
Fact: This might have worked 15 years ago, but not in today’s 24/7 news environment. Even if the public doesn’t hear about negative news immediately, stories often develop a life of their own on the Web. By then, the matter will be out of your control and your company might be forced to clarify and repeat the story. It’s better to get the story out once when you’ve put all of the pieces together. Take the hit and move on.
Fiction: Public relations is all about wining and dining the media. Sounds easy.
Fact: Public relations means making connections with the target, usually through members of the media — reporters, editors, or producers. In today’s world, nobody has time for 'wining and dining.' Newspeople care about information that’ll make their jobs easier. They’re looking for interesting stories and innovative ways in which to tell them. Staying in touch with them by telephone and e-mail is the most effective way of doing this.
Fiction: Our company is holding a press conference to make an important announcement. This will guarantee us press coverage.
Fact: Another press conference? That’s what television news producers and newspaper editors will say when they get your announcement. Use press conferences only to announce a truly significant development or breaking news event. If you’re going to hold such an event, make sure that you can provide interesting visuals or an intriguing speaker who has something relevant to say. There are no guarantees on press coverage. Even if your company is coming out with a product that’ll change the world, a spectacular building fire across town will be far more interesting to television news crews. They’ll take the fire over your press conference any day.
Michael Maynard is public relations manager for Graham Communications, a marketing services and sales consulting firm in Quincy, MA. He can be contacted at 40 Oval Rd., Quincy, MA 02170, (617) 328-0069, fax (617) 471-1504, or e-mail [email protected].