The economy is in a slump and the job market is miserable - but there's actually good news in that for PR pros.
"The 2002 PR world will be a much more challenging world," says Jack Bergen, president of the Council of PR Firms, during a Webinar presented last week by PR NEWS and PR
Newswire. But "PR has gained unprecedented respect. We've actually got newspapers now writing articles on a daily basis saying what the country needs is PR. Dan Rather is saying
PR and diplomacy are key to victory [in the War on Terrorism]. We have great opportunity."
Bergen's presentation, "The PR Professional In Challenging Times: A Communications Blueprint for 2002," outlined a variety of ways communications professionals can take
advantage of the current climate to not only ensure immediate job security, but to improve recognition throughout organizations for the public relations function - and the
individual team members who provide it.
His top recommendations:
- Empower Your Company's or Your Client's Leaders
"Leaders need to stand up and be seen, stick to the facts, find a story and find a voice," Bergen says. "They need to be human, and they can't rely on corporate speak."
That means communicators need to reinforce media training, and "assume the 'chief of staff' position," he says. That means polling staff, taking minutes and creating reports on
meetings, screening correspondence to the CEO and generally "putting yourself in a role where you're tremendously needed."
- Become a Source of Business Intelligence
"People recognize when we talk about intelligence now how important it is,"
Bergen says, citing the intelligence breakdown leading up to the events of Sept.
11. "We're talking to all the [constituent] groups," so why not position the
PR department as a source of company-wide intelligence? Ask reporters what they
hear about competitors and what they think about the marketplace. Talk to analysts
and leverage the knowledge government relations pros have of Capitol Hill issues.
Then put that information in an easily digestible form and disseminate it widely
within the organization.
- Take Ownership of the Internet
While Web sites, corporate intranets and extranets may not currently be the
domain of the communications department, begin providing content daily and you'll
likely inherit them. "The Web site is your company in cyberspace," Bergen maintains.
"You should control it. It helps you manage coalitions, and it's the cheapest
way of getting to a lot of people at one time." Bergen advises communicators
to use internal and external sites to develop communities of interest, build
coalitions and establish relationships with employees, customers and other stakeholders.
- Demonstrate ROI
Toot your own horn, and be proactive about measuring the impact of PR and sharing the results. When the Sears public relations department demonstrated that one placement on
"Oprah Winfrey" had produced a $13 million sales spike, for example, they proved to management that the $1 million they were spending on media relations (not just the "Oprah"
placement) was well worth it. (Bergen, 877/PRFIRMS, [email protected], http://www.prfirms.org)