Public relations is all about reputation – the result of what you do, what you say and what others say about you – quoted from the CIPR website in July 2017. Irrespective of how large or small an organisation is, ultimately, reputation is what creates success and enables long term survival.
For us to ensure client reputation is maintained and elevated through our work, we are experts in the art of persuasion – convincing the media, the public, our client’s customers, the Government, shareholders, stakeholders or internal employees to do, or feel something as the result of the information we have put in front of them. This could result in people buying a particular product or service, picking up the phone to speak to the key client contact we have profiled, taking part in a survey/competition, attending an event, or even just reading the information and knowing exactly what the client does and how this may benefit them in the future.
We have a responsibility to ensure that every piece of information we disseminate for clients and put in front of their target audience, be it a tweet, whitepaper, corporate announcement or newsletter, is on message, with no exceptions. Have we worked hard enough to capture the interest of the person reading the copy and have we said everything we need to say on behalf of the client?
The Client Role
Our client’s employ us for both external and internal communications support, and we do this well, but if the importance of image and reputation is not something being communicated to all levels of the organisation, the overall impact could be lost. Whether staff are sending emails to customers, taking part in meetings, or attending exhibitions, they must understand the importance of how they talk about the company they work for and the products or services it offers. This can be a difficult mind-set to instil in workforces when how they communicate is not a concept they are familiar with, and staff do not immediately see the link between image, reputation and profitability.
If you’re finding this process difficult, we’ve provided three top tips below:
Sounds simple- but it works. Taking the time to consider this and to instil it in day to day practice makes a lot of difference to the finished conversation, email, or meeting. Rely on us for the complicated stuff- but ensure you have the basics in place too.