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Everyone
talks about how fast things move now. Public
relations professionals need to be more organized and
able to handle crises in minutes, when before they may
have had hours or even days.
We
have gone from a time when reports were sent via telex
and phone (the early sixties Cuban missile crisis is a
good example) to real time reporting direct from the
center of the action via satellite. Think of how
short the lead time was for the public relations people
who were trying to handle the Enron mess.
In
fact, we can be blindsided by information we didn't know
existed! How would you like to meet with a
reporter only to find out that they knew more about what
was happening than you did - through no fault of your
own.
More
than ever, a PR pro or even a spokesperson within the
company needs to be kept fully informed of all
developments and events. Staying ahead of the
media in a crisis situation is crucial to being able to
bring the client's message home.
How
quickly can you access important files? When
trouble starts brewing, how fast can you form a disaster
team to assemble and disseminate information? How
quickly can you reach the media - and how well can you
communicate with them?
Using
technology to increase efficiency can go a long way to
help cope with a forming crisis. E-mail, wireless,
and instant messaging can provide instant contact with
the important players. Retrieving files
electronically and disseminating the information via the
Internet can save precious time and speed response.
Placing pertinent information on a website for
interested parties to view can increase information
distribution substantially.
The
strongest strengths a public relations professional
brings to the table will never be mitigated by
technological advances. Relationships with the
media, analytical ability, and common sense can't be
replaced by the latest gadget. However, adapting
to technology to speed response and increase efficiency
is a must for any professional regardless of industry.
We now must conduct PR at the speed of light.
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