Tweet

MOST PR EFFORTS ARE A WASTE OF TIME ... MONEY ... ENERGY

Written by: Andy Marken

Article Overview: Public relations can be one of the most powerful tools available to organizations to position themselves and their products/services. It is also the most effective and efficient means of launching and sustaining products. Doing it wrong isn't worth the time...money...energy.

MOST PR EFFORTS ARE A WASTE OF TIME ... MONEY ... ENERGY

It's too bad that so many firms
waste so much money on public relations activities that have
little or no impact on the press or, more importantly, on their
prospective customers.
One of the key reasons these activities fail is that
management lets their in-house staff or an outside agency handle
the company's PR without management's direct involvement.
Another reason most efforts are a wasteful is that too often, the
people doing the writing of the releases and/or articles would
have a hard time writing a ransom note, let alone something an
editor and/or his or her readers would want to spend any time
reading.

Most heads of companies feel that they can "assign" their
public relations activities to someone. Then, when they are
completed, the managers wonder why the PR activities don't
reflect their views and directions.

Public relations starts with management, and it ends with
management. The people who "do things in between" merely
facilitate management's messages. The PR person's job is to take
a few statements and thoughts and put them into a form that makes
the corporate managers sound knowledgeable and professional. As
far as the company's public is concerned, the visible activities
are all a direct reflection on management.

We once told a company president that we would be happy to
help him carry out his public relations program, but that since
he was responsible for directing, guiding and projecting the
company to the outside world, the success or failure of the program
was really up to him. No public relations staff or agency can assume that
Responsibility. They can only make it easier for management to
communicate internally and externally--which aids in achieving
the company's goals.

Today's Images
Lee Iacocca did something in the automotive industry
that hasn't been done since Henry Ford. He humanized Chrysler
Corporation. Very few people can put a name and face with
General Motors, Ford, Toyota or Honda. But you could put a
name and face with Chrysler.
Bill Gates (despite current problems) knows one of his key jobs is the proper projection,
internally and externally, at Microsoft. Lou Gerstner at IBM
takes a very active role in the company's PR activities. Al Shugart
was Seagate to the world, but today can you visualize Seagate?
These key executives realized the importance of their
roles as spokespersons for their companies and industries.
Putting themselves in the public eye isn't a matter of
ego. These people know that they have a responsibility to their
shareholders, suppliers, employees and customers. They must
present a strong, consistent image of the company--in good times
and in bad.
If they didn't take their jobs seriously, their companies
would blend into the background along with the hundreds of other
firms you have difficulty recalling.
These people make a PR person's job 150 percent easier.

PR Person's Job

It's not that management doesn't need an internal,
external or combination PR team. Professionals are needed to
present the company to editors/reporters; write technical and
user articles; develop corporate, technical, product and appli-
cations backgrounders; set up press meetings, hospitality suites
and other activities; as well as handle routine queries from the
press. It's their job to help humanize the company to both the
press and prospective customers.
Communication is generally carried out with the written
word, so it is important that the individual doing the PR is able
to string words and sentences together into a clear, concise and
intelligent concept.
Liking people is not a main prerequisite for the job.
But being able to interpret what people say is important.
People outside the organization determine how the company, its
products and its image are perceived. People inside the organi-
zation determine the quality of the projected image of the
company and its products.
PR people have to interpret the messages of both groups.

Pivotal Person

Even though the PR person is interpreting the messages of
many groups, it is the management team that the PR person is
reflecting and presenting.

The president of a company can equate himself to a
precious gem. The PR person's job is to bring the gem out of the
vault and present it in the proper light and setting.

It's his or her job to prepare the audience for the
president, properly present him or her, and then carry out the
nuts and bolts of the job by providing editors with the material
they need for their article and/or interview.
Without that precious gem (or president), no PR person is
going to sell the company and/or its products to the media. If
the boss is only paste, then it follows that the company and
products are also paste. No amount of PR effort or rhetoric is
going to make a difference.
As a result, PR people have to spend much of their time
properly preparing management for their meetings with the press.
And they have to know how to support both management and the
press.
Anyone who says that they do it differently and that they
can completely remove management's responsibilities is only
blowing smoke. And any president who believes that a solid
communications program can work without his or her involvement is
wasting precious time, money and opportunity.


#######

Related Articles
  Local Waste...... Local Renewable Energy
  Make a Green Home
  Altucher: College is "Abhorrent"
  Ride For the Brand
  Energy Assessment

Article Tags:



Related Forum Posts
Re: Is facebook adverts effective? - We have done it for our online live tutoring services. But, I have decided not to use it again because we could know that there were around 250 clicks in a week ,but we could not see capitalise a single student. We targeted UK based 24-30 or something. We actually received a very few (I think around5 out of 250 clicks!) ... They too seem to be Indians and Pakistanis residing in the UK with a full time student visa, which prevents them from taking online lessons from us (then why they clicked our ads and even contacted us mean, I think, they do not going to lose anything!) ... So, I realised that our target market UK based PART TIME ACCA and CIMA students do not use FaceBook to browse ACCA and CIMA related sites although they use FaceBook. So, as our website is for ACCA and CIMA courses, probably it might have been shown in ACCA and CIMA FaceBook groups, where FULL TIME students were browsing it. So, I think it is we, selected the wrong medium .... Not to blame FaceBook I think .... So, it mainly depends on your target market, where they reside and actually from that area/country, truly would your target group see your adverts ? Much to consider ....
Re: How much is social media part of your marketing strategy? - The magic word: TIME If i had more time... but since I don' have it i go strictly to other marketing methods, that brings in more targeted traffic, like article marketing.
How to find buyers on the internet - My company is in the business of nutrition foods. We would like to distribute brand name products oversees. My original question were: a) How to find reputable buyers on the internet .What is a well-known website to make quality contact for leads. Is it really worth paying the premiums to join for a fee on some sites? , and become a member at These sites/marketplaces? i.e.: ALIBABBA.COM b)In terms of payment, transaction I had in mind the usage of PAY-PAL OR MONEY WIRE. is there a problem with that? c)What are the functions my website must! have. I want the site to become all-inclusive for various cultures. For example translation language, colors, customer service What should I do?
Single mother business - Hi Evan, Every problem can be solved. Check these four 'T' points: 1. THINK that you are important. Therefore one can do anything one sets her mind to. This can be applied to many different types of businesses. Perhaps she has set her mind on a specific market. With the help of the internet one can explore avenues of possible area to fill the need. 2. TRUST yourself that you are able. It doesn't matter, if you make a mistake. You know your strength and weaknesses. Concentrate on strength, this is your potential. 3. TEAM-UP with somebody. Perhaps a friend, who has some experience in this. You can get good advice and encouragement. There are Nay-sayers out there, just ignore them. Look for positive and achievers These can be a great strength. Finally, 4. TIME for your children. When you have a routine set up, you can plan ahead to be with them. As they get older, they will understand the reason for you to work. Kindest Regards Beat "Unlock People's Potentials!"
Re: Email Marketing, Permission Based - I agree that a double-opt-in (i.e. confirmed opt-in) system of email marketing is the best method. Of course, having people confirm their subscription is no guarantee that they will read your email! Signing up subscribers is only the FIRST stage. The next thing you need to get is their TRUST, and the best way to "get" is not to "sell" but to "give"... - give freebies - give useful, valuable tips - get the subscribers to feel that opening your mail is something WORTH SPENDING TIME ON. Entertain them, make them laugh, but always give them something of value connected to the niche market that your newsletter deals with. - invite feedback - use the [[firstname]] tag, and don't be afraid to use it in the newsletter title field either! Cheers, David H


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

How to choose your executive coach -1

Common Sense Stress Management

What is an Adaptive Organization

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.