A Prescription From The PR Doctor To Prevent Unhealthy Public Relations

The public’s perceptions of the health and well being of a company can be formed by the publicity the company and its leaders receive in the media. And certainly no business or individual wants negative publicity that will taint the current “state of the business” or images of the company and its leaders. Positive public relations are very important to all businesses and require a dedicated strategic thinking effort to achieve the desired results.

The impact of media coverage and positive media headlines can mean an enhancement of your company and your individual image in the communities and the markets where you do business. Yet, there are so many times and so many examples of public relations efforts being done in an unhealthy manner. The PR Doctor has developed a prescription for you to use to prevent unhealthy public relations. The prescription includes the following ten (10) prescribed strategies actions.

#1: Develop a clearly defined strategic integrated marketing communications plan with a well-defined strategic action plan for the public relations element.

#2: Develop a clearly defined identity or brand for your business and consistently reinforce that brand.

#3: Develop a clearly defined target market.

#4: Develop a realistic budget for your public relations efforts and make sure your expectations are matched by an appropriate budget.

#5: Differentiate your company by avoiding the use of buzzwords from your industry or business sector. Tell why your company is different from what is already out there.

#6: Be realistic in your expectations for media coverage. Be cautious not to expect Fortune 500 coverage just because you sent a news release to the media.

#7: Write news releases that add personality and energy so it will stand out from all the other news releases being sent to the media. Develop great sound bites and quotes and avoid those blatantly self-serving statements about you and your company.

#8: Provide verifiable evidence for whatever claims you make in a news release. The media will want proof.

#9: Review the final news release or media communication to ensure it communicates what you want to say. Avoid having the attorneys and engineers be the final decision maker on the writing piece.

#10: Develop strategic media lists and always keep them up to date.

The PR Doctor encourages you to develop a plan to prevent unhealthy and damaging public relations for you and your business.

Myriad of Services Offered by Public Relations Consultancy

A Public relations (PR) consultancy in Sussex plays a significant role in building the company public image. A PR consultancy amalgamates high standards of creativity, planning and implementation to achieve great results for the clients.

The role of media relations consultancy in Sussex can vary. PR is a broad domain and involves writing, organizing events, public speaking and using different mediums to reach the target audience. The PR consultancies are responsible for making the public aware of news relating to a company, product, service in such a way as to create interest and acceptance.

The services offered by a PR consultancy in Sussex include:

• Event Management: Special Events and Promotions
• Strategic media counsel
• Public relations strategy and execution
• Issues and reputation management
• Professional writing services, including annual reports, corporate brochures and website copy, press release
• Speech writing
• Copy writing
• Editing services
• Media Relations and Publicity
• Media training and presentation advice
• Investor Communications

Nowadays, various tools are used in the practice of PR. Traditional tools include press releases and media kits which are sent out to generate positive press on behalf of the organization. Brochures, newsletters and annual reports are the other online tools that are used. Companies are utilizing interactive social media outlets, such as blogs, Twitter and Facebook, as tools in their public relations campaigns to engage in two-way communication, and receive immediate feedback from their various takeholders and public.

A public relations consultancy in Sussex can influence how businesses, governments, and institutions make decisions. These firms advise and implement public exposure strategies. In case of a sudden public crisis, a public relations consultancy design strategies to help clients attain a positive public image. These consultancies are responsible for establishing relationships with the media, writing speeches, issuing press releases and organizing client-sponsored publicity events to enhance the brand image of the company. Fully integrated multidisciplinary marketing services are offered to build awareness and sales for the clients. A public relations element is the most integral part of strategic marketing service.

Public Relations Or Advertising – Which is Best For Your Business?

On Tuesday night, I caught a couple minutes of my favorite television show – The Big Idea. Hosted by Donny Deutsch, a long-time advertising executive, The Big Idea is an excellent source for getting daily advice from a wide range of entrepreneurs.

Tuesday’s topic was how to make your company a household name. Included on the panel were professionals from the public relations and advertising industries.

Donny is always eager to create a little controversy (one reason why the show is so entertaining), so I wasn’t surprised when he presented the following question to his guests:

If you’re a business owner on a limited budget and you could pick only one area to concentrate on, would you focus on advertising or public relations?

Without hesitation, I blurted out my response.

Ask this question to a random set of business owners and it’s likely many will tell you there’s little difference between the two. But the truth is these industries are completely different, especially when it comes to print.

While advertising requires payment for space in a publication, effective public relations results in free exposure (assuming you don’t hire an agency) for your product or service.

What’s more, readers realize you’re trying to sell them something when your information is presented in an advertisement. As a result, they’re naturally cautious. With public relations, you get a third-party endorsement from the media – a factor that boosts your credibility.

An issue some people have with public relations is that you have limited control over the way the media portrays your company, but I think that’s a risk worth taking.

If you’ve read to this point, my answer to Donny’s question is pretty obvious. But there’s one big reason why I believe in public relations … and it has the potential to impact your business on a grand scale.

You can multiply your message with public relations.

Here’s what I mean: When you’re featured or your product/service is mentioned in some type of print media, there’s a strong possibility your news will be seen by more than just that publication’s audience.

Most media these days have an online presence. Thanks to social bookmarking sites such as Digg, StumbleUpon and reddit, information – including news articles – is shared more than any other time in history. Regardless of your industry, social media makes it possible for you to reach a global audience without spending big bucks.

Also, the popularity of blogging has turned anyone with Internet access and an opinion into a reporter. Underestimating the blogging community’s publicity power is a huge mistake.

And, remember, writers and editors don’t just read their own publications. Fresh news comes from many sources, including competing publications. This is one reason why you sometimes see similar features in multiple publications.

So now that you know public relations is a cost-effective tool for your business, how do you use it?

As a regular contributor to several publications, here are my suggestions:

o Learn which writers cover your industry. This task is as simple as studying the publications you want coverage in and watching to see who writes about topics related to your industry.

o Volunteer yourself as a source. As a writer, it’s not easy finding qualified sources for articles. Once you learn the writers covering your industry, contact them and offer to answer questions for future articles.

o Request editorial calendars. Most trade journals determine themes for future issues months in advance. Editorial calendars are a great way to find out planned topics so you can offer your knowledge or, in some cases, submit your own article.

o Send out press releases. I don’t think enough companies send out press releases. Newsworthy events happen all the time. You just might not realize it because you’re too close to daily operations. Start asking yourself the following question: Would what we’re doing today interest someone outside of our company?

o Pitch article ideas to writers/editors. This is a challenging task for many people, but it’s worth the effort. When you pitch an idea, grab the writer/editor’s attention by describing why your topic is unique. Also, explain why it will benefit the publication’s readers.