Effective Public Relations
An effective public relations campaign is comprised of strategies and tactics that help to communicate key messages and mission statements to the public and employees, respond both positive and negative events that may occur within the organization, create and develop publicity for special events and new products, programs, and services, and create and foster good relationships with the community and general public.
A winning and effective public relations campaign will aid in accomplishing the following, and much more:
- Increase and maintain visibility and public awareness of an organization, company, or event
- Help the public to see the organization as an industry leader
- Increase awareness of the organization's programs, products, and services throughout the community, state, country, or world
- Help enhance and maintain the organization's image
- Support and organize efforts with regards to fundraising
- Act as liaison and support in the event the organization experiences any negative publicity
- Boost employee morale and help to recruit and retain employees
Managing a Crisis
One important aspect of an effective public relations campaign is the ability to manage a crisis. The most successful crisis communications plan should contain the following:
1. Mini-plans
2. Media lists
3. Standard press kits
4. Process for getting the word out
5. List of cell-phone numbers for communications staff and other key logistical people in the organization
Remember, an effective crisis communications plan will not be useful if it is not planned well ahead. While you cannot know when a crisis will occur or what it will be, it is helpful to determine potential crises. Once you have determined potential crises that could tarnish the image and reputation of the company (for example, a rape on company premises or an executive arrested for driving drunk), you should then determine the ramifications of the event and how the company will respond to it.
Maintaining a Positive Image
An effective public relations campaign is constantly working to develop a positive image of the company or organization and keep them in the public's eye and to promote new services and products as they become available. Effective public relations will utilize all aspects of publicity, including:
- Newspaper. A newspaper is an excellent source of publicity for an event, business, or promotion. Newspapers are read by millions each day, either online or via that actual paper delivered to the doorstep. In addition, an added bonus is the fact that using the newspaper for publicity is free. Publicizing an organization and its services or events is done through writing and submitting effective press releases.
- Internet. The internet is an excellent tool for publicizing a business or event as it is so widely used today. These days, consumers will often first check out a business's website for information before even picking up the phone to call them directly. A website is also useful because it allows people to contact the business. For this reason, it is important for a successful and effective public relations committee to utilize the internet.
- Charity and community service. One way to establish an effective public relations campaign is to raise money or donate services to local charities and nonprofit organizations. Organizing a race for cystic fibrosis, volunteering as a company to work with Habitat for Humanity, or sponsoring a blood drive are all positive ways to promote an organization and leave a positive image with the public.
For more information about public relations and related topics, visit the following websites:
