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What
is one of the biggest PR blunders a company can make?
Failing to live up to promises has to rank near the top
of the list. When companies try to stand out from the
pack, they must fight the urge to take a little
"license" -- as later events can place you in
dire circumstances.
It
is easy to make a casual remark to a journalist, to
promise something to a shareholder, or to
"leak" expected news that you can't verify or
substantiate. With all of the pressures on executives to
perform, optimism can turn quickly into irrational
exuberance. That's when your company's reputation can
take a hit.
What
is the easiest way to keep your name from being sullied?
It's a major plus if your internal corporate
communications are clear and everyone is on the same
page. How many times has a marketing person said
something to the media, and then asked the company's IT
person if what was just said could even be possible?
When all your executives share common goals and
objectives, a more cohesive story can be circulated.
Many
companies delegate all media inquiries to a single staff
member or outside agency. By keeping all correspondence
and external communications originating from a single
point, the possibility of issuing compromising
statements is reduced substantially. Take a good look at
your PR structure and be sure that all employees are
trained to refer outside inquiries to the appropriate
parties.
Professional
public relations executives at an agency make sure they
verify statements and stories before contacting the
media. Because they are not a part of the company, they
can be more objective about information and how it is
presented. The goal is always the same - to receive
attention in the media - but the path followed can be
different, with differing results! |
