Everybody loves the limelight. Well, almost everyone.
Done well, publicity can help you to gain significant brand awareness, trigger customer interest, and build your corporate reputation. Media coverage on a respected national or trade publication can also help you to achieve legitimacy for your brand.
Photo opportunities are good ways to grab media attention (from SHINE Youth Festival)
How can trade associations, societies and NGOs leverage on Public Relations (PR) to get the word out there? What strategies can they apply to “build buzz”?
As Vice Chairman of the Association of Singapore Attractions (ASA), one of my jobs is to increase the visibility of the association and establish it as an industry leader. Thanks to an invitation from MCI Singapore, I learned a few new tricks relevant to my association while refreshing my knowledge of the discipline.
Crises can be opportunities if handled well, as these Chinese characters show (courtesy of tingilinde)
One of the most important skills PR practitioners need to know is crisis communication. That is when things go wrong but need to be made public. Public listed companies would probably be most familiar with this when sharing their quarterly earnings reports.
Hiding the truth is probably one of the worst things to do in such a situation. The widespread availability of information and records through both the internet and public libraries makes it difficult for one to fudge. Sooner or later the truth will come out, and it would be far better coming from you rather than a third party source.
Getting the most out of your PR agency doesn’t mean squeezing the life out of them. Conversely, it also doesn’t mean that you just let loose completely and pray everyday that page one news would come on its own. Sorry buddy it doesn’t work that way.
So what can you as a client do to optimise the Client-PR relationship?
I got tipped off to write about this following Priscilla Tan’s expose on what goes on behind the doors of PR agencies and their clients. Many of the situations which she described – expecting page one news, wanting to be called “the next big thing”, and agency bosses “kow towing” to clients – are not unique indeed.