Tuesday, August 16, 2005
The significance of Public Relations is undoubtable, the realization have been developed not only in big corporations or multinational companies, but also small and medium enterprises.
A law firm which has been established for a year by young low graduate, for example, is taking off after implementing a correct Strategic PR. Or when an unique beauty salon which conceptualized by a young woman is able to developed vastly because since the conceptualization period a Strategic PR have been implemented, whether in room design, brand, services provided. The strategy become very public oriented, beside to its consumers, also to efforts to fulfill public demand as a whole.
In a corporate world, PR roles become very important and more complex. An accurate strategy is needed, also in the implementation. There are needs on a precise Communications Audit before a strategy is defined according to the conditions of the company. For example: media perception, consumers, investors, government, competitor and other public to our company.
Every public perceive different characterization, and possess different perception. Different public need different approaches. The way we interact with investors should be different with the way we interact with government, for example.
After a Communications Audit is conducted, a strategy is needed, few PR strategy scenarios are formed by considering the situations and conditions. What is the A Plan, and B Plan as the contingency plan. Later, by analysis on precise diagnosis, a strategy is implemented. In the implementation period, the capability in Art of PR is crucial. A good strategy could be spoiled by wrong implementation. But on the other side, PR Action could become a boomerang, if the strategy is not precise.
Most of people still consider PR as appearing in media or in front of public, or making news. This is wrong! Appearing by public, media or being in the news without a correct strategy is very dangerous. This could cause an over expose, an uncontrolled reputation and could lead to crisis.
Become famous, appearing in media, become news material oftenly bring excitement to the directors. But being exposed without a correct strategy could be dangerous. Because public perception is running wild and in the end reach a critical stage of uncontrollable monster. The simplest are that public perceptions are not as we targeted. For example, when an International Bank which known as a Card Center rather than its existence as a global bank. Only because the public expose emphasized on its credit card product.
But in the reality, there are many companies still have principles of as long as famous, as long as able to be covered, to be in the news. There are no strategic PR planning and oftenly different from the planned company strategy. Oftenly the reputation formed is far deviated from the corporate vision and mission, under-positioning, over-positioning or confused positioning.
For example, a bank shall be perceived as a professional, credible, prudent and trustworthy institution, in the end perceived by public as nest of crooks. This is an example of wrong strategy which is very eminent.
Or a lawyer who should be perceived as justice defender, but seen by public as mafia of justice, because oftenly appeared in TV and printed media sporadically and misdirected. Or when an investment bank with various comprehensive financial services is perceived by public as a mere fund manager. Or when a printing company is perceived as packaging company, an others.
Once again, Public Relations is not merely appearing in media and become famous; but more than that, achieving corporate vision and mission.
To conduct repositioning on public perception which have been misled and planted strongly in their minds would need tremendous efforts, also a great deal of time and expenses, with low level of success.
Public Relations strategy is same as an headache, could be self-cured, could be cured by going to drug merchant, shaman, traditional healer, doctor or specialist. The way to diagnose may be different, which lead to different recipes and different results. A specialist will perform analysis and diagnosis carefully with more accurate results. The headache could be only a symptom, but the illness turns out to be high cholesterol, diabetic, high blood pressure, etc where treatment of each illness will be different and could not be cured by a mere pain killer.
Imagine when the illness is diabetic, but everyday we take only painkiller ? Thus, the Over Expose is exactly same like overdose of a wrong medicine. When the medicine is wrong, topped by overdose! The result is a critical and fatal illness, which may lead to the failure of the company.
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