DEC 12, 2008
Public Relations and the Social Aspects of Economic News
Donnie 
0 comments
Client Services Manager/Public Relations
There is one key issue that public relations practitioners can help CEOs and company presidents keep in mind when charged with communicating about layoffs, cost-reductions or a downsized workforce: there are consequences for the actions that are being communicated and individual lives are being impacted.
During those times, it's extremely hard to think beyond the bottom line. However, in public relations, it's crucial that we remember we're supposed to be building and maintaining relationships. While business leaders spend their time worrying about shareholders and investors, they sometimes forget about the bigger picture that involves the employees who make the screws turn and the customers whose support keeps the lights turned on.
Businesses need to make a concerted effort to develop strategies aimed at building the proverbial goodwill bank. Create human, customer and community relations programs built on honest and open communications and designed to illustrate your concern as a business for the welfare of those who work for you and those who support your business.
NOV 6, 2008
APR Designation: What’s it mean to clients?
Donnie 0 comments
Client Services Manager/Public Relations
As a public relations practitioner, earning the accreditation in public relations (APR) is a commitment that demonstrates a willingness to serve the profession to the utmost competency. Earning the APR, for me, is like striving to become a Gold Glove outfielder. It's an opportunity to refine my skills and expertise and grow as a professional.
I’m nearing the completion of the process for obtaining my accreditation and have a newfound respect for the professionals who wear the APR badge. The process is a comprehensive study of the practice that certifies my knowledge and abilities in performing as a public relations professional. Having the letters APR behind my name does not mean that I’m the best at what I do, and it cannot replace any amount of practical experience, but it does signify that I've been judged by a group of my peers and a national governing organization (PRSA) to have a firm grasp on the profession. It means that I understand the role that public relations performs in the day to day communications between organizations and their publics.
AUG 20, 2008
Netflix Gets it Right
Donnie 0 comments
Client Services Manager/Public Relations
With the Olympics winding down and network television still in full rerun
mode, I found myself surfing Netflix to schedule my next batch of evening
entertainment. Interestingly, I found a notice on the Netflix website (since
removed) apologizing for a technology snafu that prevented the company from mailing DVDs to roughly eight million subscribers last week. I also found
this article:
http://bits.blogs.nytimes.com/2008/08/15/lessons-from-netflixs-fail-week
in the NY Times, referencing Netflix's corporate reaction and the positive response from its customers.
It's true, you cannot beat good customer service these days, and from a
public relations standpoint, honesty is – and always will be – the best
policy. Netflix reacted in the right way, admitting the mistake, apologizing
and offering a discount to its customers. But Netflix customers were also
quick to offer the company a free pass. Why? Netflix views good customer
service as an extension of its brand. The lesson here is that solid,
proactive brand management aids successful reputation management in crisis situations. Yes Netflix lost money, but here’s an example where even though the bottom line suffered, the brand reputation remained largely unscathed. That's worth far more than the $6 million the company paid out in
retribution to its customers.
