| JetBlue Airways is a
company that understands the value of public relations.
On one recent flight, David Neeleman, JetBlue’s CEO, came
along for the ride. Rather than melt into the crowd, he introduced
himself and thanked everyone for his or her business. He then passed
out the snacks and gave each and every passenger an opportunity
to express their concerns, thoughts and questions.
His crew cares just as much about how JetBlue is represented to
the public. This is PR at its best.
Public relations represents the most daunting communication tool
in a company’s marketing arsenal. PR is never just limited
to publicity. Its process and benefits are complex and, when used
correctly, the results are compelling.
The Institute of Public Relations defines public relations as “the
methods and activities employed to establish and promote a favorable
relationship with the public.”
PR is about building relationships. It’s how your company
interacts with staff, clients and the general public. PR defines
how you are perceived. PR campaigns put you in direct contact with
your target audience through public appearances, publicity and community
outreach. Publicity, an important element of PR, is the art of building
favorable interest in your product/service through the media.
Current PR practices use an array of techniques including media
relations, speaking engagements, special events, direct mail, opinion
polling and focus groups to evaluate public opinion. PR firms distribute
information through the Internet, satellite feeds, broadcast faxes
and database-driven phone banks to recruit supporters for a client’s
cause.
The techniques and skills used to communicate with the public have
grown. According to the Public Relations Society of America, “Examples
of the knowledge that may be required in the professional practice
of public relations include communication arts, psychology, social
psychology, sociology, political science, economics, and the principles
of management and ethics. Technical knowledge and skills are required
for opinion research, public issues analysis, media relations, direct
mail, institutional advertising, publications, film/video productions,
special events, speeches, and presentations.”
Perhaps no industry has been changed so dramatically by the Internet
as the news media and, by extension, public relations. The news
delivery process, once contained through defined channels, has evolved
into a frenzied stream played out on Websites, online conferences
and chat boards.
With the changing media landscape and sluggish economy, how can
you get the most mileage from your PR efforts?
An integrated approach to communications is the order
of the day.
Your advertising, promotions, public relations, employee communications
and Internet presence must be a coordinated effort and evolve from
your company’s mission and positioning statements. Public
relations should impart your overall marketing objectives: Who is
your target audience(s)? What key message and benefit do you want
to communicate? What are your short- and long-term objectives? It
is more important than ever to develop and maintain a branded environment
that reflects one look, feel and voice across all mediums.
Speaking opportunities are a key driver to your organization’s
overall communications strategy.
Skillfully delivered presentations help you achieve business objectives.
Don’t melt into the crowd — get out there and get closer
to your target audience and the community. Another benefit is being
perceived as an expert in your field.
Seek new alternatives to deliver your PR materials.
The traditional press kit folder— with press releases, company
profile, bios of key management — is no longer the only game
in town. Consider a CD or online press kit. These formats can use
video and can also translate into long-term savings in mailing and
printing costs.
Don’t launch your PR effort until your website is
“fit”.
Websites make organizations accessible 24 hours a day, and they
can make the smallest company appear large. A poorly developed website
can hinder PR efforts. Before you embark on any campaign, make sure
your site is informative, dynamic, and accurate. Journalists often
turn to a company website for background information. A poorly produced
site detracts from credibility. There is nothing worse than having
a journalist turn off to your story due to a bad website.
Make your staff an integral part of the PR process.
Your entire staff must be aware of the role they play in representing
your company. You must promote your brand internally since your
staff is on the front lines — answering the phones, greeting
guests and speaking to their friends about their jobs. Invest in
making your staff know how important they are to promoting the image
of your company.
Take advantage of cyberspace.
The Internet is the most powerful communications medium. It has
created an audience that stretches beyond the media, yet potentially
exerts the same influence. The wealth of online magazines, industry-specific
sites, and online media conferences has created an array of opportunities
to gain exposure.
Wrapping it up.
In the end, companies need to get closer to the public. The JetBlue
experience teaches all of us how to come in for a safe landing,
in more ways than one.
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