LT Public Relations

We were encouraged by the interview in Monday’s (6/15/09) USA Today from Avon’s CEO Andrea Jung.  Although the interview primarily addressed the need for CEOs to “reinvent themselves,” the message was clear throughout that communication is critical during these extraordinary times–and being assertive or playing offense is what will get a company back in the game…Amen, Andrea!

For those of you who regularly visit the LT Public Relations blog, you’ve likely read many times that NOW is the most important time for public relations to truly differentiate a company from its competitors who choose to stay on the sidelines.

Andrea Jung is speaking our language. Here are a few excerpts . . .

Q: Hard decisions are being made daily by companies to stay afloat. How do you order layoffs, save every possible dime and maintain morale?

A: Communicate, communicate, communicate frequently and face to face, not in an e-mail. Communicate the purpose of the vision and the reason for tough decisions. Whether it’s a layoff or pay freeze, they must understand the rationale and why it will make the company healthier. It’s more than morale, it’s trust and respect. In 2005, we announced a delayering of our organization, and a third of our managers left. We started fixing the roof when the sun was shining.

Q: Wouldn’t this be the time to take some risks when others are playing it safe?

A: Leaders on the offense, not the defense, will come through this recessionary period. In terms of acquisitions, strategic rationale has to trump all. Obviously, there are some great financial opportunities now. But acquisitions are for medium- or long-term value creation, and you have to have extraordinary strategic rationale.

So, will others heed the advise of Andrea Jung?   Let’s hope so.

One of the world’s most overused clichés is “It’s a Marathon…Not a Sprint”

 

This means different things to different people, but LT Public Relations defines this popular saying (in terms of public relations efforts) as follows . . .

• TIME. A successful public relations effort takes time.  Time to gain traction (keeping with the running theme) with the target audience (e.g. the public). Also, it’s important to know your pace before starting this ambitious run.  A steady pace of communications with a few spurts of adrenaline (e.g. larger PR campaigns) will get you to where you need to go.
• COMMITTMENT. Like any good relationship (e.g. spouse, children, family, friends), the “relationship” with the “public” is a commitment. It takes nurturing, constant communications, understanding and some hard work.  This is not easy, but to be valuable to the public (i.e. your audience), a commitment by the entire company is required.
• EQUIPMENT. Like a marathon, a successful public relations program requires the right equipment. Using the wrong equipment (e.g. an inexperienced PR professional or PR firm that doesn’t know the course) will inevitably end up unsuccessful and won’t cross the desired finish line.  A diverse set of equipment (e.g. strong journalism, media relations, new media expertise, crisis management, etc.) is essential while running this marathon–because you never know what PR tools you’ll need along the way.
• OBSTACLES. The marathon runner is challenged with various obstacles during the run and they often “hit a wall” along the way. But what keeps them going is knowing that quitting isn’t an option and they must achieve their goals.  Companies will likely experience many obstacles during the course of conducting PR (e.g. crisis, slow months, no interest from their audience, etc.), but the key is to keep running and overcome “the wall” to reach the goals outlined ahead of time.
• IT’S CROWDED. Marathoners are tasked with trying to reach their goals while thousands of others are doing the same.  It’s crowded on the course!  Public relations is no different–and perhaps more competitive.  Similar companies are trying to grab the attention, trust and business of your target audience.  It’s challenging to rise above the noise to truly differentiate yourself.  Competing businesses might even use the same equipment you’re using…but they’re finding more success. Like beating the traffic on the road,  it’s important to choose a route that is more effective (and different) to help you reach your destination.
• CHALLENGING CONDITIONS. Marathons aren’t always conducted on sunny days or take place with the best conditions–but marathoners run anyway to reach their goals.  During these extraordinary challenging economic times, there are those who keep running and those who sit it out.  The good ones march-on and use public relations as a driver to communicate to its target audience during these tough times. It’s not easy, but who said it was going to be easy?  The most rewarding things in life and business don’t come easy–and are often achieved during the most adverse conditions.
• FINISH LINE. Unlike the 26.2 miles to the marathon finish line, there is usually no finish line for quality public relations.  However, there should be mile markers along the way to determine if you’re meeting the goals outlined before the run begins.  The key is to be flexible during the PR run to change course, if needed.
• ACCOMPLISHMENT. Most marathon finishers say completing a marathon ranks high on their life’s accomplishments.  We can’t say public relations will match that level of accomplishment, but when a business thrives because of the efforts executed by a well-strategized and cost-effective public relations program, the business and target audience all win.

We’re exhausted by just writing this marathon blog post…but it was worth it because hopefully visitors to our blog and site will appreciate the importance of an ongoing communications effort…because truly it is a marathon, and not a sprint. 

“Running” into problems with your public relations?  Contact us . . . 503-477-9215 or pr@ltpublicrelations.com