have a confession to make. This series is going to have a
conversational tone to it. I plan to be honest, forthright and pull no
punches. I welcome all feedback, good or bad, and hope you enjoy this
What I may lack in “real world
experience”, I more than make up for with intimate knowledge as I’m
part of Generation Y and most likely part of your target demographic.
Joey Reiman, CEO of BrightHouse, used to say the following:
"Before you can be creative, you must be courageous. Creativity is the destination, but courage is the journey."
I hope to inspire both courage and creativity once you are done this series. Now on with the article!
work in a department that is global in presence. We have someone in
every company and organization around the world, including the White
House. However, we’re one of the most misunderstood areas of business
next only to my friends in QA.
My fellow foot
soldiers and I often toil away alone to get the job done and when
things go wrong, we are often one of the first blamed (both internally
and externally). When things go right, we are often last to get
thanked. We’ve been called flacks, spin doctors, liars, and a host of
names my mom wouldn’t want me saying. We may throw the party, but we
are not the center of attention. Trust me, I know. We are, of course,
talking about public relations, my friends.
going to ask that you forget everything you know about public
relations. Tuck it away, put it in a metal box, and chuck it out your
window for the duration of this and future columns. I would like to
paint you a picture of how public relations is changing and what the
future might hold.
essence, public relations is about opening the channels of
communication between your organization and its various stakeholders,
whether they are investors, the community, employees, government or
Public relations involves:
- Evaluation of public attitudes and opinions.
- Formulation and implementation of an organization's procedures and policy regarding communication with its public.
- Coordination of communication programs.
- Developing rapport and goodwill through a two way communication process.
- Fostering a positive relationship between an organization and its public constituents.
above definition of what public relations is, is not what you would get
if you asked most people what public relations was. We don’t have the
greatest image, which is funny, as it’s our job to shape an image or
idea for what a company is more then anything.
you can achieve the above on a day-to-day bases, you are doing better
then one could hope for, because public relations is as much of an art
as it is a science. The times are changing and as public relations
moves online, these definitions become more of a reality.
Online Public Relations
public relations is providing greater tools and opportunities that are
equal to, or even eclipse, what is currently available today. You can
now reach anyone in the world with an Internet connection in an
instance. You can build communities around your product and increase
However, the public now has the same
power if they feel you are not telling the truth. A message, good or
bad, spreads fast on the Internet, and you don’t have the luxury to
ignore or pretend it doesn’t exist anymore. For example, Sony’s fake
PSP blog from late last year, which we will get into in our next
In this column, we are going into the
different areas that online public relations cover. In future columns
we’ll cover how to use these different areas, how to do it safely,
bridging the gap between online and offline PR and lastly, what tools
to use to track your messages once it’s out there.
Now before you read any further, I need you to read an ebook called The New Rules of PR
for the both of us. Regardless of whether you are a public relations
practitioner or the founder of your company, if you are sending out a
press release you should read this ebook and use it to your advantage.
It’s a competitive market out there and you’ll need every advantage you
can get. Done? Good, lets move on.