The well accepted definition of public relations is: “The management function that develops a relationship between an organization and the stakeholders on whom its future depends. For effective public relations, focus on relationships.
Because two of my clients – 360 Advanced and Adsero Security – provide IT data breach auditing and remediation services, I was especially interested when I learned of how a major corporation had been so easily hacked recently.
The corporate communications team at the New York City headquarters of one of the world’s largest publicly-traded corporations learned the hard way recently the importance of having a well-tested crisis communications plan in place before disaster strikes.
Launching a social media campaign as a key component of your marketing and traditional media strategy can have valuable positive results.
If not well planned, however, with measurable objectives for your target audiences, your social media campaign will be an expensive, embarrassing flop.
Find out what others in your organization are saying, and be consistent with the organization’s views. Your Public Affairs Office or Marketing Department can help with clips and other background materials.
There have been numerous attempts in recent years within our profession to define or redefine public relations, and in fact, most people do not understand what “PR” is. However, in the marketing world, one truth is not in dispute: Mutually beneficial relationships with its key publics are vital to an organization’s success. There’s those words again – “relationships” and “publics.”
Roberto C. Goizueta, the late chairman and chief executive officer of the Coca-Cola Company, presided over an historic period of record growth in his company’s business, profits, stock price and geographic expansion. During his tenure at the helm of the beverage giant from 1980 to 1997, Coke became the best known brand in the world, and made legions of investors millionaires. Those were heady days at Coke, fondly remembered.
If it’s not managed effectively, the answer is clearly “yes.” As a CEO, that fact might be one of the concerns that keeps you awake at night. The chances are good you won’t even see the crisis coming unless you take steps now to assess your vulnerabilities. Where are the soft spots, the areas most likely to generate a corporate, product or organizational crisis? Just how vulnerable are you? The only way to answer those questions is to roll up your sleeves and start digging.
Owners considering sale or merger should be doing all they can to improve company book value – and increase profit. One established method of doing both is to plan and launch a well-crafted public relations campaign that drives positive visibility to multiply brand value. Here is some research that supports taking that action: Continue reading
