Sales and Marketing: Everything You Need to Know About Public Relations
In his book Public Relations: The Complete Guide, South-Western Educational Publishing, author Joe Marconi describes how to create and manage the most profitable and productive public relations programs possible.
For instances, in the chapter dealing with crisis management, Marconi explains the three main stages of crisis management are before, during and after a crisis occurs.
To avoid problems, it is essential to know what is important to customers, prospects, investors, regulators, employees and media. Listen, be available, be responsive and create a “reservoir of goodwill that can be tapped if or when times get tough,” suggested Marconi. In addition, invite comments, build trust, be honest, and look for any problems before they come looking for you.
Once a crisis becomes apparent, designate a spokesperson, get “out in front” of the problem and tell the public your side of the story first.
Keep the team organized, together, honest and responsive, and present the organization in a larger context than the crisis, providing information about its history and positive contributions over the years.
Once the worst of the crisis is over, repeat the suggestions outlined above. “By maintaining a public profile, being visible, accessible, involved in industry and community matters and not being known only for having experienced a crisis, the company or organization has the best chance or regaining any ground lost during the crisis and winning respect from its industry and community,” summarized Marconi.
For more information, visit www.swlearning.com.