As an entrepreneur, publicity may be an area where you fall short. However, it plays an integral role in your business plan. Before delving into a public relations plan, it’s important to understand the role of public relations (publicity) versus advertising.

Public relations (PR) is an unpaid promotion that is intended to create good will for a person, cause, product, or company. The goal of public relations is to create a favorable public image, especially amongst media outlets.  Advertising is a paid promotion used to influence target markets to purchase products or services. Advertising runs the gamut from newspaper ads to web site banners.

How to Protect Your Company’s Reputation
Corporate public relations addresses the following when it comes to your clients/customers: people operate on their own perceptions of the facts. When it comes to your company, this is important. A perceived public image could either help or hinder your company’s goals.  The role of public relations acts to either change or reinforce a public image.

The goal behind public relations is to remain proactive and maintain a consistent, positive public image. However, sometimes a negative PR situation will arise and you will need to know how to handle an immediate communication response to your clients, customers and the media.

•    Identify key problems that need to be addressed immediately – especially if your company is being falsely represented in the media or online
•    Verify the falsity or truth behind the public allegations – it’s important to send a press release or hold a press conference when word leaks to the press
•    Research/poll consumers opinions’ about your company, products and services – public opinion polls and surveys help you get a better feel for how people think/feel about your company

Create a Winning PR Strategy
A winning public relations strategy is what will save your company when faced with negative publicity.  It’s important to consistently monitor your company’s reputation (both online and in the general public). A simple comment on a blog or a press leak by an unidentified source can cause a backlash of bad press.

Create goals that support your PR strategy. Think about what you want to accomplish with your PR goals and identify your key audiences and target markets. Whose opinion do you want to change? As described above, a research poll can help you figure out what people think about your company.

Your communications tactics’ should reflect the following (depending on your PR strategy and goals).
•    Do you want to create a buzz/public opinion about your company (if none exists)?
•    Do you want to reinforce an existing positive public opinion?
•    Do you need to change existing opinion from negative to positive?

Goals won’t help if you don’t have a persuasive message to send to your target markets. Select the most effective communications’ tactics and take action.  Whether it’s launching a press release or holding a special event, persuasive messaging is crucial to your public image. It’s also helpful to measure your results by tracking press clips and monitoring your online reputation. It won’t help to implement a PR strategy if you don’t monitor your progress along the way – your reputation depends on it.

 

Meet Kent:  

Widely touted as “The nicest guy in Hollywood”, he laughed and said “I’m a farm boy from Southern Illinois, Hollywood has just been a fun stop on my journey.” Emmons is a familiar face on Fox News, Fox Business News, CNBC and occasionally sits in with some of those rat bastards at MSNBC. Kent also donates his time as a "celebrity auctioneer" to big fundraisers all around the world that benefit mostly children and senior causes. He recently participated in a HUGE fundraiser co-hosted with Ed Asner for the Motion Picture Home at the home of Diane Ladd. He's also lent his name and his charm to Kidsave.org in New York and Los Angeles and the Revlon / UCLA Breast Cancer research center.   www.kentemmons.com