Public relations and managing reputation

When answering the question, ‘why ex-journalists should not be ‘parachuted’ into the head of the organisational public relations function’, most responses were mainly defensive and could not tear themselves away from an obsession with media relations.

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.

One of the most interesting, thought provoking and humorous Australian public relations blogs is justanotherpr, the product of the wild, fearless and intelligent Karalee Evans. I say one of the best Australian PR blogs, but really it’s one of my fave blogs on a global level.

In a world of undifferentiated products, there is an easy point of difference that many organisations don’t, won’t or can’t deliver on: fixing mistakes. Managing mistakes is a way to demonstrate credibility and put some substance behind the hype. It is the equivalent of the friend who is there for the crisis. Do this well, and think of the positive public relations that will ensue.

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.

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.

Reasons why public relations such a professionally and personally rewarding business discipline to work in: it demands leadership and change management skills; it is full of nice people; the wide range of people we interact with; its collaborative dimension and getting to work in teams; getting to use social media.

Leadership is an inherent characteristic of public relations when it is practiced to its optimum level. This is analogous with two-way symmetrical communication. Here are ten elements of what makes for effective leadership in business/public relations.

A discussion of two-way symmetrical communication. It provides a model that works on both a practical and aspirational level. Organisations that apply the notion of two-way symmetrical communication will, I believe:
• enjoy more mutually beneficial , sustainable and commercially satisfying relationships with their stakeholders
• make a more significant and worthwhile contribution to society
• have more committed employees who are stronger organisational advocates.