Whether it’s getting the media’s attention or managing relations with customers and stakeholders, good public relations is key. The right connections can get your business ahead whether you’re a start-up or a stalwart. So, here's how you do basic good PR.
Know what you need to fix
Knowing your company, your clients and the market you are in will help you zero in on the focus of your PR before you dive into a campaign. Research the industry and your competitors. That way, you can properly evaluate the opportunities that can be tapped on as well as threats that you might face.
Pay particular attention to your mistakes and use PR to rebuild your image. Damage control will vary depending on the magnitude of the mistake. In 2003, worms were found in some of Cadbury’s milk chocolate bars in Mumbai. What would have surely been a death knell for the food company, at least in India, was turned into an excellent PR exercise. The company kept its customers updated on its manufacturing processes, reassuring them of high standards. Within three months, it launched a new, more expensive poly-flow packaging at no extra cost to consumers. Within nine months of the fiasco, consumer confidence was restored.