How can you make sure that the publicity your organisation earns adds good value?
Before that question can be answered, various systems and processes need to be an integral part of your organisation’s practices. For instance, you must be consistently delivering on your promises to your customers; have effective trouble-shooting measures in place to manage customer complaints; and pay a lot more than just lip-service to your own stated vision and values.
With those firmly in place, the next step is to ensure that your communications and public relations practitioners are first and foremost, responsible.
What does responsible public relations look like? Here are a few do’s and don’ts that will go some way to making sure that all communication from your company to customers, stakeholders, and possibly the public will clearly convey your organisation’s message – responsibly and authentically.
Unless you are in a position to employ a dedicated and experienced in-house public relations team, make sure that the PR practitioner you subcontract is, above all, responsible. Yes, you do want innovative ideas, insight into your communication needs, excellent media databases and contacts, good writing, and so on, but this will all fall neatly into place when you place ‘responsible PR’ at the top of your list of criteria.