Public Relations: Building a Good Reputation

Study Notes

A good reputation is earned over time as understanding and support develop for an organization
It requires integrity and honesty, and can be fragile and lost quickly if words or actions are not in line with reality
Evidence of a good reputation includes:
- People trying new products
- Buying shares
- Believing advertising
- Wanting to work for the company
- Doing business with the company when all other things are equal
- Supporting the company in difficult times
- Giving it a higher value

Planning applies to all PR activities, including programmes and campaigns, and even press conferences
It focuses efforts, improves effectiveness, and encourages a long-term view
Planning helps demonstrate value for money, minimizes mishaps, reconciles conflicts, and facilitates proactivity

PR programmes are planned to achieve specific objectives for the organization
Planning helps set targets, estimate costs, select priorities, and decide feasibility of operations
Without a planned programme, it's difficult to evaluate the PR practitioner's work at the end of the year

The PR practitioner's goal is to convert negative situations to positive ones, including:
- Hostility to sympathy
- Prejudice to acceptance
- Apathy to interest
- Ignorance to knowledge
This process helps overcome negative situations and maintain a positive reputation

Understanding the situation is crucial for setting valid PR objectives
PR programmes can be dictated by three types of situations:
- Remedial programmes to overcome negative situations
- Specific one-time projects
- Ongoing efforts to preserve reputation and public support
Methods of appreciating the situation include:
- Opinion, attitude, or image surveys
- Press cuttings and broadcasting scripts
- Sales figure trends and reports
- Analyzing competition, customer complaints, and market forces