PUBLIC RELATIONS (PR) SHOULD BE A MANAGEMENT FUNCTION
Since I began this series of posts about Public Relations (March 23 through this post) I have defined PR as free communications about your company, organization, or industry, generated from your actions, and shared PR can include articles carried by newspapers, newsletters magazines and web sites … reports on radio, TV, web logs, or podcasts … or information shared in formal or informal social networks by word-of-mouth or word-of-mouse.
If, as one of my teaching assistants suggested while I was pursuing a degree in Mass Communications at University of Wisconsin – Milwaukee, “PR defines itself by what it does,” my definition is serviceable. But my definition neglects important dimensions of the craft.
A more scholarly definition follows:
Public Relations is the management function responsible for evaluating public attitudes; identifying the policies and procedures of an individual, business, or organization with the public interest; and helping evaluate trends, anticipate emerging opportunities, and utilize change. Using research and ethical communication techniques as its primary tools, PR executes planned programs of action to promote public understanding and acceptance.
Missed Opportunities or Industry Death Wish?
Key to the more scholarly definition is the concept of PR as a management function. Few ready-mix industry stakeholders use PR as a tool to further management objectives. Unless facing zoning or permitting issues, too few ready-mix industry stakeholders execute any PR programs of planned action.
It is not like the industry must rely on the good graces of its neighbors to operate, or benefits from harvesting good will from every community it serves (*tfic).
I most often chalk up the industry’s lack of enthusiasm for PR to missed opportunities by lean, overworked management teams.
But on dark days – and as I write this post, a plumber, earning on-call-emergency wages, is replacing our hot water heater … a scant 45 days post warranty – I imagine the ready-mix industry has a death wish, and industry stakeholders purposefully ignore PR opportunities to hasten the yearned-for day of reckoning.
Public Understanding and Acceptance
I’m not a big fan of bullet-pointed lists. But PR vehicles available to execute planned PR actions to promote public understanding and acceptance might include:
- Press Releases
- Pictures
- Press Kits
- Press Room Section on Web Site
- Press Conferences
- Industry Fact Sheets
- Company Fact Sheets
- Company History Sheet
- Bios of Company Principals
- Conferences/Seminars
- Demonstrations
- Sponsorships/Donations
- Events/Celebrations/Fundraisers
- Stakeholder Newsletters and eZines
- Media Interviews
- Talking/Discussion Points
- Position Papers
- Letters to the Editor
- Press Release
- Editorials/Op Ed Pieces
- Contests
- Corporate Web Log (Blog)
- Personal Blog
- Corporate Podcasts
- Personal Podcasts
- Corporate Flyers & Brochures
- Corporate Videos/DVDs
- Speeches/Presentations
- Bylined Articles
- White Papers on Industry Issues
- Books (including eBooks)
- Annual Reports
- Book Reviews
- Chat Room Postings
- Community Service
- Corporate Apparel
- Trucks
- Plant/PitTours and Open Houses
- Entrance to Your Operations
- Image Advertising
- Career Day Participation
- Customer Testimonials
- Awards
- Hours of Operation
- Corporate Greeting Cards, and
- Holiday Gifts, to name a few.
Think of the power a well-executed, annual PR plan – based on specific and measurable annual management objectives – could provide for your company or organization ... the organizational, company, or industry ambassadors you could create … the top-of-mind positioning your organization, industry, or company could command … the positive light your industry, company brand, or organization could generate in the marketplace of ideas.
The PR vehicles you implement are determined based on management objectives and available company competencies and resources.
Don’t Wait Until Next Year
There is still time to plan and implement a PR action program in 2008.
Start by evaluating public attitudes in the communities you serve. Identify the policies and procedures of your business or organization with the public interest. Develop and implement a systematic program for evaluating trends, anticipating emerging opportunities, and utilizing change (click HERE for information about Environmental Scanning). Use research and appropriate communication vehicles to plan and execute action programs to meet annual management objectives while promoting public understanding and acceptance of your company or organization.
Earlier in this PR series of postings, I suggested that for placing stories with the media, Concrete Promoters do not need a PR specialist on their payroll or the services of an business communications consultant. But there is benefit to outsourcing initial PR planning based on management objectives. Look for a PR practitioner or business communication consultant able to help you systemize processes for evaluating public attitudes and trends and anticipating emerging opportunities and threats ... with the goal of helping you establish these competencies as core to your business or organization.
Key Power Tool for Concrete Promoters
Public Relations (PR) is one of the most powerful and under-utilized tools available to Concrete Promoters, especially when aligned with specific management objectives.
The ready-mix industry relies on the good graces of its neighbors to operate and benefits from harvesting good will from every community it serves. Use PR to establish and cultivate the good graces of your company’s neighbors and to harvest good will throughout your delivery/service area.
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* tongue firmly in cheek