|
|
|
By Yvonne Meacham
Someone once defined public relations as "doing good and getting credit for it." One area where this is especially true is in crisis management. If Company A experiences a crisis situation and has a reputation for poor worker treatment, environmentally unsound practices, lousy customer service, and a heavy hand with the press, recovery from the crisis-if it comes at all-will be slow. As the crisis unfolds, all of these wronged groups will surround them, eager to exact their pound of flesh. The crisis could easily sink Company A.
On the other hand, Company B has developed strong community support by sponsoring charitable events, donating services, and allowing employees to volunteer in the community. A crisis occurs. What happens? The community rallies around Company B. Its messages explaining the crisis-press releases, media interviews, public service announcements, direct mail-are well received and the company is given the benefit of doubt, and the crucial time it needs to resolve the situation. The company was there for the community, now the community is there for the company.
So, how do you do good and get credit for it?
Doing Good
To "do good," be a good corporate citizen:
- Conduct your business with integrity and honesty
- Give your employees time to volunteer for community groups and charities
- Sponsor a charitable event
- Fund scholarships
- Donate cash or services to a worthy cause
- next page -
|
|
|
|
Information Overload? Media in the next Decade
Technology is changing not only the way we receive content, but also the content we
receive.
Read Article
PR Strategy Revealed:
How Public Relations Differentiates and Positions
If every toilet paper was squeezably soft, what could you say about Charmin?
Read Article
|
|
|
|
