R&R: Relationships and Reputation

Daniel Wade

Pull out your old college textbook and the definition of public relations might say something like “managing relationships with various publics or stakeholders.” In 2012, the Public Relations Society of America revised an earlier definition from a few decades ago and stated that public relations is “a strategic communications process that builds mutually beneficial relationships between organizations and their publics.” If you read this and still can’t tell your neighbor what PR is, it’s OK – there’s no quiz at the end of this post.

For the record, I’ve always maintained that public relations is who’s talking about what you are doing. Is it positive? Is it negative? Are you in the conversation at all? The word “relationships” can’t be ignored in any definition or understanding of PR. Like it or not, regardless of a particular industry, you are a representative of your business and brand in both word and deed. So, it really doesn’t matter how clever and witty your advertising slogan is when your customer service team treats a client with disrespect. Word spreads faster than ever in 2014, folks.

I was reminded of this in a recent unpleasant interaction with my property manager. When I approached this individual in a firm yet appropriate manner about an issue that had gone unresolved for nearly three weeks, I was met with a harsh, defensive reply full of misguided assumptions and highlighted by a key message of “if you don’t like it, you can leave.” We all have bad days; I’ve surely had my fair share. In an effort to see the best in people, I’m working hard on giving this person the benefit of the doubt.

The problem is that this individual is in the people business – real estate with a side of property management. Of all the industries to consider, I would have thought a person in this field would understand the importance of quality customer service and maintaining a good reputation. If the reaction I received is typical when presented with other clients who express concern, I’m shocked that the doors remain open. Like it or not, I can’t in good conscience recommend this individual/agency to others who may be looking for a trusted real estate agent for help in purchasing a home.

PR lesson for the day? Remember that you and your employees are constant ambassadors for your brand. As Obsidian’s principal, Courtney Ellett, always says, “This is a highly-valued, ever-present responsibility.”

What are people saying about you?

A PR Problem

Kelli Eason Brignac

Paula Deen has a PR problem. At some point Tiger Woods and Martha Stewart have had PR problems. You could even argue that the New England Patriots have a PR problem, what with all their players being arrested for various things. But what is a PR problem, really?

Most people don’t really understand public relations, although they often talk about this seemingly prevalent “PR problem.” I recently attended a luncheon put on by the Public Relations Society of America’s Memphis chapter, and our speaker was Dr. Kevin Trowbridge, who teaches public relations at Belmont University in Nashville. His presentation brought me back to the days of sitting in my college classes. He started with the definition of public relations.

According to PRSA, public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Anyone who studied the subject in college probably once heard it defined as a management function, but PRSA opted to call it a process instead – noting the importance of having all levels of a business involved for a well-rounded, successful communication strategy.

Back to the PR problem. This term often comes up in a crisis, not unlike the one Paula Deen is dealing with now. As Dr. Trowbridge discussed, Paula’s problem stemmed from two little words in a deposition – “of course” – which she uttered after admitting to using racial slurs at some point in her life. Had she simply said yes or admitted to it but expressed regret immediately, she might still have a show on the Food Network and her name associated with any number of the sponsors who have now dropped her.

But the problem isn’t really PR, is it? In fact, PR is the solution. The problem often arises when someone does or says something that the public finds unacceptable. You could argue that the Florida courts have had lots of these problems with the public pressure put on them during the Casey Anthony and George Zimmerman trials. Celebrities often atone for their problems by checking into rehab. The problem wouldn’t exist, or its effects may be less pronounced, if an organization employs good public relations to start with.

Someone at the PRSA meeting brought up a good question – would Paula Deen’s deposition have resulted in such a backlash if she had already been considered trustworthy? Maybe not. But consider that it wasn’t that long ago that the public discovered she’d been hiding a diabetes diagnosis for several years.

Crises happen. People make mistakes. But it doesn’t have to ruin you. Make sure you have a plan. Make public relations part of your ongoing communications strategy. And don’t make the crisis the first time people hear from you. PR is not a problem. PR is a solution and an ongoing strategy that is always good for business.

Coming Together – The Benefit and Importance of Professional Organizations

Kelli Eason

I graduated college in May of 2009. I worried, of course, about finding a job in the recession. I thought I had a pretty good shot at getting hired from a previous internship, but by the time I graduated and the market had sufficiently tanked, most of my previous supervisors were in no place to hire new communications staff. That’s where the Public Relations Society of America came in.

In college, I joined the Public Relations Student Society of America, which led to my involvement in its parent organization, PRSA. In the past five years, I have served in seven leadership positions, traveled to four national events, made too many close friends to count and, last but not least, been hired for two internships and two full-time jobs as a result of my involvement.

How did PRSA come to support my job hunt in the worst part of a recession? That’s easy – it’s all about who you know. In one of my last projects at LSU, I participated in a student campaign competition through PRSSA. During that project, I met a local PR spokesperson who hired me for my first post-graduate job just a few months later. When I was ready to move to Memphis, PRSA once again supported my search. After posting my resume to the PRSA Memphis website, I received an email from Courtney Liebenrood Ellett, who I now work with at Obsidian Public Relations.

So what if you’re not looking for a job? That’s great. PRSA or any other professional organization can still serve as a good resource. In the past few months, I’ve had the opportunity to learn firsthand about Duncan-Williams’ popular Live at the Garden YouTube videos, how Anthony Siracusa transformed Memphis’ bicycling culture and the role communications plays in corporate culture from the CEO of First Horizon. The regular luncheons are a great way to get an inside look into the industry, as well as an opportunity to meet other PR pros in town.

Looking for more information on PRSA? Check out the Memphis Chapter’s website by clicking here and the Dallas Chapter by clicking here.