All managers have to consider the public impact of their actions. Public relations (PR) is used to describe the way issues and messages are communicated between an organization and the public. Handle PR internally, or employ experts.
- Get your PR people to handle potentially difficult media situations.
- If you meet a hostile journalist, keep your cool; say nothing that could damage good PR.
- If bad news breaks, admit the reality to everyone – especially yourself.
The most effective advertising is favorable is word-of-mouth: this free promotion should be one of PR’s main objectives.
When you initially employ a PR company, introduce the PR consultants to the relevant personnel in your organization. Explain the brief and check that the consultants know whom to contact in future of the need arises.