“Problem
Solving” with Public Relations
Wouldn’t
it be wonderful to live through just one single day in business without
experiencing a problem, a set-back, or a
major disaster? Whether your company is small or a mega-giant; problems do exist.
And they seem to present themselves during the most unwelcome of times. When
problems do occur they usually require altering resources and plans for
immediate reaction. Most problems in business ultimately affect a company’s
public relations. If problems are left unchecked, they will eventually reoccur
as the new negative public perception of
your organization, product or service.
In today’s business world, the uncertainty of the economy, the markets, and of
regulations, technology, and public relations appear to be some of the larger
problems facing companies. Uncertainty is creating a drawback from long-term
planning. And companies today are turning more towards being reactive in solving
their problems, rather than, investing in
appropriate public relations early warning systems and projection issues
management planning. The problem with adopting a “reaction system” for solving
problems is that people are just not very good at solving complex problems on
the spot. Especially, when considering other aspects such as communication breakdown
or the internet. Problems require time, creativity, and understanding to
effectively develop solutions that will not blow-back as new problems. And face
it, unless your business transacts with aliens from a distant planet,
everything you do will eventually affect your public relations down here on
earth.
Living your life, and conducting
business today, has become extremely complex. It is true, that certain tasks
and activities have become easier due to information technology advances. However,
the pace of that change is making it harder for everyone to keep up with each other. Our world is becoming connected at
an extremely fast pace. We all understand from our history lessons that when
life does become too complex, small problems
develop more rapidly, and then those small problems build up and spiral out of
control turning into global problems.
Today’s business world is not like
that of our Father’s or our Grandfather’s. The world was a different place
then, but, they had their own complexities and uncertainties as well. Through
World Wars, economic collapses, depressions, and recessions they had one key
element in great supply that we lost sight of today. They had a huge network of
public relations practitioners connected to every aspect of media and mass
communications. They simply did things
better with public relations than we are today. They had the right tools, they
applied them in the right places and
implemented them at the right times to forge ahead.
Today, with all of the Ma & Pa
shops, the individual business owners, Sally’s Hair Solon and the mega-giant
corporations all attempting to converge into one sole and dominant marketplace, the internet, things are getting very complex. It is no wonder why complexity is creating
uncertainty. Everyone is attempting to understand and master the convergence into
this new business channel. What has grown from this convergence is an
overwhelming increase in advertising and marketing campaigns. Nothing says we
are trying our hardest to adapt and converge like the use of mediums such as advertising
and marketing.
The internet, as great as it is, is
simply a mass of confusion. Everyone is engaging the internet in the hope that
it can be their savior. But, think about this. Your message is just one of
billions of messages daily that is attempting to be heard, to influence, and to
be engaged. Posting a message on the internet today is like tossing your
message attached to the billions of other messages into the United States Grand
Canyon during a very windy day. How will your audience find your message? Will
they even be looking for it? The internet is in an information over-load state, and it is only going to worsen
before getting clearer. But yet, the advertisers and marketers are enjoying
every minute of it. They will take your money, they will toss your message right
off that cliff and down into the Canyon and then tell you; well your message is
out there, good luck. There is no mistaking the complexities and the
uncertainties that the internet has brought upon businesses today. But, what
can be done? What are we doing differently today than what our Father’s and grandfathers did during their complexities and
uncertainties? Are we allowing those complexities and uncertainties to draw us
back into positions that foster more uncertainty and complexity? Yes, but why?
We must first decide what will be
more important for us in business today and in the future? Will we continue to
place effort in attempting to outwit the current complexities and uncertainties,
or, will we get back to the basics of what really matters, the public relations?
The one idea our Father’s and Grandfather’s had and did extremely well at was
to think about their public relations first and foremost.
Today, it is all about the product, the service, the technology, the
innovation. But whatever happened to
public relations? Today is all about marketing and advertising attempting to do
what public relations did in the past, to change behaviors, to influence the
public in favor of certain products and brands. But, how ridiculous does that
sound when you spend twenty minutes talking to an artificial intelligence customer service rep? Marketing and
advertising focus on product, services, and the material objects behind the
company. Public relations focus is on who purchases those items. Who delivers
them, builds them, and who cares about
them. It is through public relations that solves communication problems between
organizations and their audience. Public relations practitioners understand the
complexities of influencing opinions, attitudes,
and behaviors. It is public relations, not advertising and marketing that
understands how to translate all that is thought, said and done between the organization and its audience towards creating
and maintaining effective relations, awareness, and growth. Yet, there is so
much confusion, complexity, and uncertainty among organizations today
attempting to understand how to market themselves through the internet. They
throw their hands up and call advertising and marketing agencies to promote their reputations, their awareness, their products, and services. They are essentially
missing the big picture, success will always be found in the end user, in the
people who are making the purchases, delivering the materials, building the
items, the public, and the relations.
Everyone wants to get onto social
media today. But, what exactly is social media? Here is the short and direct to
the point definition: It is a place of gossip, a place to find gossip, and a
place to add your personal gossip. Wherever people join in masses, you will
find gossip. People are interested in other people. Do they really care about
your products and services? They would if it contained gossip. My point here is
that although the internet and social media scenes are ripe for the new age of
marketing and advertising, it simply boils down to understanding people. You could
effectively create awareness and solve many communication problems by simply
evolving to the medium. Understand the medium, the people who use it, and then you
have created an effective format for message acceptance.
To conclude, do not underestimate the
channels that were once very effective in solving past problems. Remember that
while everyone else is crowding into the internet arena, there still exist enormous
and effective channels that are still clear as a bell when heard. They work,
they get to the point, and they are uncrowded and available. Do your research
and understand that it was through public relations that solved problems, had created
the success, and sustained businesses through good times and the bad. Your research
should include investigating public relations agencies in-depth, for they are
not the same as they once were. When you view a public relations agency website
note whether or not they advertise their client brand names. Most do, and very prominently, and this will inform you that they
are heavily structured in marketing and advertising and not functioning as a
true public relations agency. True public relations agencies understand
confidentiality to be a wise and actionable process, only the outcomes will be
visible. Confidentiality solves unconstructive perceptions and criticism. When
I see a company brand name on a public relations website, it tells me that they
either had a problem or had invested in some sort of advertising and marketing scheme.
Either way, it affects the way I view that company, and it would affect the way
a potential investor would view that company as well.
Bottom line folks, business problems
are better solved through those who understand business problems, and that is public
relations. For it is undeniable that a company's
reputation will be affected by its relationship with the public.
A true public relations agency can
support any problem in “customer relations,” “community relations,” “employee
relations,” “shareholder relations,” “investor relations,” “supplier relations,”
“media relations,” “industry relations,” and “governmental policy relations,” and
more. Can marketing and advertising do that, and still promote your product and
service? No. But yes, It is true that public
relations use aspects of marketing and
advertising, but use them as a small percentage from their very large tool box.
For
more information or to develop your personal public relations campaign plans.
Contact:
Outstory
Public Relations Group
A
Modern Public Relations Agency
Solving
Problems, Changing Attitudes, and Creating Understanding
Outstory
PR Group solves business and public relations problems. We serve organizations
of for-profit, non-profit, governmental authority, and well-known persons. We
develop and manage creative problem-solving campaigns for businesses small and
large, both nationally and globally.
Call
Outstory PR Group Today: 704-904-0682
Website:
http://outstoryprgorup.com
Shawn
Stoffel
Shawn@outstoryprgroup.com
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