The Public Relations Blog

Learn the PR tools you can use to effectively manage any crisis

When not handled correctly, a crisis can shed a negative light on your entire company. Handled well, it provides an opportunity for your company to demonstrate that it can be tough under pressure.

According to a study Stanford Universityconducted, companies that provide quick, truthful responses and keep a steady grip during a crisis fare much better in terms of public image and profitability. Your company can learn something from these lessons on the right (and wrong) ways to manage a crisis.

Learn how to use your best commodity to capture media attention

We all know that getting positive press about your company can provide an instant boost to your name recognition and credibility. A lesser-known fact is how to actually get it.

The first thing you must do is to try not to be intimidated by the process. This becomes easier when you realize the basics about your relationship with journalists. You need exposure for your company, and that’s what they can give you. They need high-quality content, and you can provide it. In fact, that’s your best commodity.

Learn to walk a mile in the media’s shoes and increase your chances for major news coverage

When you’re developing a press release or crafting a pitch for journalists, you usually think about things like spelling everything correctly and making sure your CEO is prominently mentioned. However, it’s more important to think about what will happen after you hit “send.”

You must strongly consider how the journalist will feel when she sees your information. Being aware of her process in deciding what gets printed or aired – including her anxieties and stress level – will give you a better chance of making the perfect pitch and achieving positive news coverage for your company.

Use these reminders to increase your success

Rule No. 1:Remember PR in everything you say and do. Everyone, from the CEO to the secretary, is a representative of your company, and you can bet that people are watching and listening. This includes in-person contacts, telephone communication and online engagement.

Some companies have learned this the hard way with things like inappropriate tweets, misuse of hashtags and, our personal favorite, foot-in-mouth disorder. Concern about PR should not be just something you think about when you have newsworthy information to share or a crisis that needs managing. It should be a part of your company’s overall culture.

Don’t fall for cheap promises; turn to real professionals for your PR needs

Your company faced a potential public relations disaster, but with a comprehensive crisis communication strategy and smart tactics from your PR representatives, you got through it and saved your reputation. So, why is that a bad thing?

Learn how to leverage them for maximum gain and profitability

Misconception No. 1:Big PR agencies are better than independents. Some companies believe that PR has to be flashy and expensive in order to be good, but this is just not true. Often, what you’re really paying for is lots of style and little substance.

The fact that your PR agency is located in the biggest office building or boasts the most employees means nothing to journalists when it comes to media relations. All that matters is the quality of your pitch and the relationships you’ve built.

Classic tactics and futuristic tech fuel growth

The classic concepts still hold water when it comes to getting your name in front of the eyes and into the minds of your audiences. Wearable technology offers opportunities for connecting with your audiences on a brand new level. In order to get where you want to be, make sure you – and your strategic partners – are thinking ahead.

As millions of business’ daily routines begin, there sometimes comes a turning point – a piece of news, a call from an old friend, an unexpected email – that shifts the trajectory for the entire day. That day came in September for the Cincinnati Bengals organization, an NFL team that made the decision to do something right. Since then, the team, its fans, the nation as a whole and, most importantly, one family in particular have taken notice.

The Bengals selected Devon Still, a defensive tackle, for activation from its practice squad to the playing team several weeks ago. While he is an exemplary athlete, he was activated in an inspiring gesture supported not only by his teammates, but by the Bengals’ front office, as well. Devon Still’s 4-year-old daughter Leah is battling stage 4 cancer (neuroblastoma). Her treatments are expensive and the time she spends in the hospital is daunting. To support Still and his family, the Bengals organization released Devon Stilljerseys for retail at $100 each, and is donating all purchase proceeds, in honor of Leah,to pediatric cancer care and research at Cincinnati’s Children’s Hospital – a brilliant idea which someone inside the organization (likely an experienced PR professional) must have known would result in an uptick in positive public perceptions.

This is one story about PR and small businesses. Read How small companies do PR and what big companies can learn from them, 5 Things big companies know about PR that small businesses can learn from them, What do small businesses spend on PR, and Why small businesses struggle with PR firms for more.

Why PR firms may want to avoid startups

Let me begin by saying that I am a fan of Mark Cuban. He’s an edgy and technology-savvy entrepreneur and investor who calls it like he sees it. The outspoken owner of the Dallas Mavericks has invested in a diverse portfolio of businesses, demonstrating a vast and resourceful knowledge base. A few years ago, supported by both his participation in and the success of the popular, entrepreneurial ABC show Shark Tank, Mr. Cuban released an interview about his “12 Rules for Startups.” These rules have surfaced on social media several times over the years due to increasing interest in entrepreneurism. As an entrepreneur and investor myself, I support many of the common-sense rules he shares – all except one which states that “startups should not hire PR firms.” 

If you’re not seeing measurable results, you might need a new PR agency

If you had an employee who started turning in shoddy work, didn’t communicate well and caused you to lose trust in his abilities, you would fire him. So, why would you accept such behavior from your PR agency?