Essentials for Effective Public Relations

Communicate with staff
In the quest to enhance corporate reputation, don't overlook your workforce. Constant, clear and positive communication with employees can help develop staff commitment. Encourage debate and seek feedback through employee surveys or a communication audit.

Work with a consultancy
Depending on the nature of the strategy, you may need to hire the services of a skilled PR professional. Even large companies with in-house PR functions will, at times, retain the services of a consultant with specific expertise. Bear in mind though that even the best (and most expensive) consultants will need to be briefed properly by the client, which includes making sure it understands your expectations.

Media management
Make friends with leading reporters. Think of the relationship as a two-way process - if they know they can come to you for a quote on an issue, you are more likely to have their ear when you have a story to pitch. Arrange photographs of everyone in the organisation who could act as a spokesperson, and check the website has their up-to-date contact details.

Crisis management
PR is also used in times of crisis as part of damage limitation. While it is impossible to predict when disaster might occur, it pays to be sufficiently aware of potential problem areas and situations that could go wrong.
Work up possible disaster scenarios, and how they will be dealt with should the worst happen. Put together a hit-list of individuals/ organisations (safety officers, industry bodies, local press) to be contacted in such an event. Ensure there is a structure in place to inform staff.

Take a long-term view
Commitment at every level is essential to the success of any PR strategy. Make sure senior management is on board and encouraged to play an active role. As with all strategic planning, a PR campaign should be co-ordinated and sustainable - short bursts of PR activity might reap a few rewards, but think of the long-term. Map your objectives against a programme of planned activity for the year, and measure progress.