social media Archives - Page 2 of 2 - Hostetler Public Relations

I posted this blog several months ago. This week I heard several people working outside the field of public relations refer to the profession as a job that simply scores press for clients. If it were only so simple! I thought I’d pull this blog out… dust it off and hopefully change a few perceptions.

I’ve worked in the public relations business for more than 15 years providing local, regional and national services. Before that I was a journalist working in radio/television news. When I made the leap to pr, I came to learn that too many business professionals think the profession is only about working with reporters. They think the “P” stand for press. Truth is that’s just a small part of what we do.

The “P” in pr is for public, or audiences you need to talk to about your business, non-profit or brand. Like others in my business, we work enhance the reputation and image of a company’s brand through word and deed. How? We create a strategic plan that outlines business goals and then addresses audiences. This list is often long and should be inclusive. Reporters are just one audience on that list.

So who else is included in a public relations plan? Here’s one list recently created for client:

Employees
Sub contractors as preferred partners
Vendors
Clients
Past clients
Prospect clients
Reporters

A great public relations strategy creates a company story and communication tools that start from inside any company. That means employees should always be the first to know. They are, after all, first on this list. How many times do you hear people talking about how they read about what’s happening at their company from the Internet or newspaper—the press?

Does that create good-will among employees? Heck no!

The press should be the last to know… your publics come first… your employees, customers and anyone closest to your brand, business and revenue should always be first on your line of communication.

Just back from a week on the beach. Sun, sand and old fashion advertising via airplanes.

There’s so much hype these days about social media and the Internet. I thought it was great to see bi-planes with slogans and ads trailing behind for restaurants and attractions throughout the day. It was a great reminder as I sat in my beach chair, toes in the sand, soaking up some much needed sun—don’t forget traditional marketing methods!

There are great companies specializing in website design and management, social media gurus (An associate here in Indianapolis chuckles at that phrase since social media is so new: “Who can be a guru?” he asks.), and web-specific experts. Here’s the question, are these company consultants thinking about traditional communications in tandem with these tactics?

If they are not, find someone who is. Here’s why!

We’re currently working with a client on a rebranding that includes a major website overhaul. During a planning meeting, prior to aforementioned beach vacation, we were discussing their website, photography, messaging and more. I intentionally asked the question: How do you plan to communicate these changes to your internal staff. The client hadn’t even considered the idea. As an owner the first concern was asking for ideas/approval. No… not approval, but these employees should know there’s a new brand, website and marketing initiative. They should get to ask questions and buy-in. After all they represent the company. How will we do it. The old fashioned way… These employees will be pulled into the company rebranding using traditional communications—a meeting with donuts.

Further the plan we’re developing doesn’t just use web communications. It also uses traditional public relations: media relations, client communications and more.

Don’t get me wrong. I love the web and social media. But when it comes to promoting business—traditional tools should NOT be excluded from your strategy. Keeping employees, clients, partners, prospects involved and updated means communicating through a variety of means and methods.

That bi-plane flying by was a great reminder. I don’t carry my phone or my laptop to the beach. How would I have found some of those great restaurants and attractions without that airplane advertising!? I’m sure the businesses advertising would appreciate hearing it worked, too!