Many companies -- big and small -- view public relations the same way a person suffering from a head cold views the curative potential of a bowl of hot chicken soup.
Will it help? Who knows? But it can't hurt.
Executives remain unclear of their organizations' PR effectiveness because they don't engage tools to measure PR program impact on desired audiences. But they soldier on anyway because they consider "getting good PR" a desirable objective.
Similar to a whirlpool that draws everything around it into its vortex, when Toyota announced two recalls to remedy safety problems associated with certain models' accelerator pedals, the big auto manufacturer pulled a bunch of unsuspecting companies into the turbulence.
The first recall addressed the possibility that an improperly fitted driver's-side floor mat could cause the accelerator pedal to stick in the wide-open position.
Many business people think the primary objective of public relations is to generate free advertising. That's why they pump out lots of press releases and hope the local newspapers print them.
However, any good public relations professional will tell you this concept of PR is false and wrongheaded for two main reasons:
Here's How You Can Publicize Your Organization With Executive Speakers
In today's economy, organizations must work extra hard at maintaining effective marketing and public relations programs to help sustain business growth. Regardless of your industry, it is imperative to stand out from the crowd.
But how do you do it?
An effective means to gain exceptional visibility and credibility for your organization and members of your leadership team is to have your executives periodically submit opinion pieces to major newspapers for publication on the papers' op-ed pages.
Of course, this is a great idea, but not the easiest to achieve.
Don't try to be all things to all clients when marketing your public relations and communications services. Your success depends upon determining
The key characteristics you want in an ideal client
Specific markets in which you'll seek clients
Specific services you'll offer your clients
Your marketing materials -- especially your website -- should reflect these choices.
