Public relations and managing reputation

Whilst ex-journalists are not qualified and do not have the relevant experience to suddenly become the head of the organisational public relations function, they also have the potential to be great PR function heads, for a number of very valid reasons.

Ex-journalists are not qualified and do not have the relevant experience to be ‘parachuted’ into the head of the organisational public relations function. When this occurs, “it is a disaster waiting to happen”.

Ex-journalists should not be ‘parachuted’ into the head of the organisational public relations function. Discussions on this topic in a few LinkedIn groups. The responses were mainly defensive in character and most could not tear themselves away from a seeming obsession with media relations.

Aspects to be considered when considering the strategic power of round tables and white papers for public relations professionals include: getting potential participants to attend and extracting the best out of participants. Let’s also look laterally at a ‘different way’ of approaching round tables.

Round tables help public relations professionals achieve positive media coverage, enhance relationships with important organisational stakeholders and strengthen organisational positioning. The white paper, produced from a round table, resources issues-driven media campaigns (of which opinion pieces are likely to play a leading role), direct mail and online communication campaigns.

A crisis communication plan that does not include social media is incomplete and seriously flawed. This was the overarching key message to come from Frocomm’s 2nd Annual Crisis Communication & Social Media Summit 2009. A free report summarising the summit content is available here [link].

Social media allows for issues to be identified, monitored and managed extremely quickly, as well as real-time stakeholder interaction and relationship enhancement. But it also facilitates bad news spreading like wildfire. These fiery themes were all-pervasive at the recent Frocomm crisis communication and social media summit and are discussed here.

There are multiple benefits to being a member of an industry association, both on a personal and altruistic level. Being a member of an industry association is at least partially a selfless, sharing, positive act. It says you care about your profession, value continuing professional education and are in touch with contemporary developments in your field.

Public relations is both a positive social force and a facilitator for helping positive social forces take place. Climate change is a perfect example of how public relations can make, and help make, a positive difference to the world. This post discusses how this can occur at both a strategic and tactical level.

Who has responsibility for educating public relations professionals so that they maximise the profession’s strategic and/or functional potential? Candidates include: universities, industry associations, leaders of public relations within organisations, PR consultancy leaders.