Make the connection today.
Cathi Douglas Communications
  • Home
  • About
    • Resume
    • Testimonials
    • Awards and Honors
    • Community Service
    • Strategic Communications
  • Clients
  • Samples
    • Feature Writing
    • Marketing / Public Relations
    • Higher Education
    • Health Care
    • Financial
    • Nonprofit
    • Orange County Stories
    • Newswriting
  • Archive
  • Blog
  • Contact

A Public Relations Parable about Ethics. And More.

11/9/2017

0 Comments

 
Picture
Once upon a time, when I was a young woman starting a career in public relations, my boss told me that the only thing we had to sell was time.

That is, time for media pitches. Time for research. Time for interviews. Time for reports. And, most important of all, time for writing.

It turns out that his statement was only half-true.

As PR professionals, we sell both our time and our integrity. One is not effective without the other. If you spend too much time on an account, the client will balk at your billable hours. Likewise, if you lose your integrity in pursuit of the Next Big Hit or sell out to unscrupulous supervisors, you have lost it forever.

I’m a past president of the Orange County Chapter of the Public Relations Society of America. One of the things that drew me to become a member was its Code of Ethics and strong commitment to the truth.

While PRSA argues, I think rightfully, for the public relations professional’s place in the board room with other high-level executives like attorneys and CFOs, its every argument is backed up by a strong code that bonds us together. We first and foremost adhere to the code in everything we do; anything else we add to the mix is gravy.

Why are we so committed to guarding our integrity?

As PRSA Fellow Kirk Hazlett writes in PRSay in September 2017, “Because the public relations field, like many other professions, is still regarded with skepticism by some based on the all-too-public shenanigans of a few of our community who refer to themselves as ‘public relations professionals’ but whose credentials are, at best, spotty. And their actions are taken to represent the way in which we all operate.”

True enough. Anyone with the audacity to hang up a shingle can call herself a public relations professional. My other reason for joining PRSA was so I could test for and receive accreditation in public relations, a title that determines one’s knowledge, ethics and commitment.

As Hazlett points out, “the tools used by public relations professionals in the conduct of their services to clients or employers are increasing exponentially. For those of us who have been around long enough to remember the advent of that remarkable time-saving gizmo called a ‘facsimile machine,’ today’s options can be mind-boggling. We think we’ve got a handle on the do’s and don’ts of the various platforms; then along comes a new means of communicating and, with it, a whole new menu of potential ethical mishaps.”

Using PRSA’s vast database of best practices, members can be assured they know the right way to use social media. But that is just one example of the ways the organization ensures we operate with the best information in the most ethical ways possible.

“Ethical thought and action isn’t an on-again/off-again ‘nice to know’ aspect of a public relations professional’s existence,” Hazlett notes. “It is an all-encompassing, never-ending responsibility that serves as a sign to others of the realities of our field.”

Indeed, Hazlett sums up, “Ethics should occupy a key position in everyone’s repertoire of knowledge, skills and abilities. It should be top-of-mind in our day-to-day activities. Regardless of where we are or what we are doing, ethical practice and behavior should always be at the forefront.”

If I leave you with nothing else after you finish this blog, remember that PR is more than news releases and crisis planning. Time matters. But so too do the ethics you incorporate into your every PR practice.

0 Comments

Where's the Strategy in Your Strategic Plan?

4/12/2016

0 Comments

 
Picture
Anybody can hang out a shingle and proclaim themselves an expert in public relations. Those of us who practice public relations employ well-recognized tactics, such as news releases, social media postings, publications, media relations, fundraising support materials and more. But more importantly as PR pros we use deliberate, proactive planning skills to tackle issues strategically for both short- and long-term success.

So how can PR work for you?

Thinking strategically not only provides the perfect environment for bottom-line business success but with careful planning, lays the groundwork to avoid potential crises. While it’s natural to want immediate action and quick payoff, devoting adequate time to research and planning will create a PR plan that generates lasting results.

When you hire a PR professional or a public relations agency, your new hire will take time up front to analyze your company’s existing communications efforts, its mission/goals, the organization itself and your key audiences. It’s the quality and depth of this research that provides your PR representative with the necessary knowledge to develop your communications action plan.

Once your PR pro is up to speed, they will work with you and your internal team to establish how the communications program will reach the desired goals and outline each quantifiable and qualitative objective – along with the details, timelines and deadlines for each one.

Then it’s action time. Website is polished. Internal e-newsletters are created. Brochures and media kits are produced. Email strategies are launched. Social media schedules are established. Magazines and periodicals are published. Each piece of the plan strategically works together to spread your message, build frequency and reach your target audience.

As your company sees results from the strategic communications campaign, the best PR pros will then provide you with detailed metrics to show what worked and why. This detailed analysis provides justification for continuing and expanding your PR efforts.

Thinking strategically means going beyond the routine issuing of news releases or postings on social media to become an organic part of the client’s business plan. This proves worthwhile in generating new business and underscores your company’s value to existing clients.

0 Comments

The Virtual Agency: Efficient PR at Reasonable Cost

2/11/2016

0 Comments

 
Picture
Can a virtual public relations agency provide the same level of professional service as a large brick-and-mortar firm? Yes, say growing numbers of businesses.

Washington, D.C. PR pro Melissa Mathews, president of The Mathews Group, recently noted in PRNews online that clients increasingly need flexibility and efficiency and are forcing even traditional PR agencies to recognize the need to adopt virtual or hybrid models.

Particularly for smaller businesses or sole proprietors, working with a virtual agency makes sense. The first and most obvious reason is that by its virtual nature it offers the most competitive rates – you won’t pay for overhead or administrative services. In short, virtual agencies offer:
  • Quick turnaround on projects 
  • High value for lower cost 
  • Personalized customer service 
  • Specialized attention to your account 
  • No retainer fees or other hidden costs

Successful virtual PR agencies also offer great talent. The best ones are operated by seasoned practitioners who are organized, disciplined, dependable and self-motivated. Virtual agencies can expand or reduce based on client needs and have no boundaries on the talent they can offer. Virtual agencies bring the best people to the job, regardless of where they live.

Virtual agencies have built-in flexibility and little turnover so they retain staff through life changes or moves. And because they have many years in PR, virtual practitioners are more intentional and specific about integrating and collaborating.

They maximize technology to keep things running across the time zones and miles. By leveraging virtual meeting apps, as well as Skype, FaceTime and other technology, virtual agencies can be in touch with clients 24/7. In fact, working virtually means agencies offer expanded business hours, so they can offer round-the-clock coverage if a project is pressing, a benefit typically enjoyed only by large agencies.

While virtual agencies are able to establish traditional agency reporting structure with virtual frequent one-on-one client meetings, unlike brick-and-mortar agencies, they aren’t spending a lot of wasted administrative time on internal meetings.

Perhaps best of all, clients can benefit from the virtual agency’s nimbleness, which allows for rapid up-and-down scaling of resources as work demands. This is particularly attractive as the number and complexity of projects increase.

Volumes of information are available online if you are considering hiring any kind of public relations assistance. Before you decide, make certain that the representation you’re considering subscribes to the Public Relations Society of America Code of Ethics and that its principal has years of recognized professional experience.

While anyone can hang out a virtual shingle and proclaim themselves a PR professional, the practitioner you ultimately hire should prove their credibility. Ask to see high-quality samples of their work in a related field; ensure that they exhibit excellent strategic skills; and confirm that they display stellar talent as a written and oral communicator. Unless they have been recommended to you by a trustworthy source, don’t be afraid to ask for a reference or two. To protect yourself financially, ask for a proposal/estimate upfront.

They represent you and your company, so you should be confident about their abilities, reputation and integrity.

0 Comments

Get the Most Out of Your PR Counsel

11/30/2015

0 Comments

 
Picture
Let’s say you’ve determined that you want to hire a public relations consultant or firm to handle publicizing and promoting your business to the media, trade press, key publics and consumers. You will discover that many large, medium and small PR agencies operate in your region, as well as a good number of PR consultants who are working independently to serve businesses in your industry. Once you identify the agency or individual with the right fit for your company, how do you work the relationship to produce the best results?

Consider these tips.

1. Time is money. A good PR representative will keep detailed records of how they spend their time on each account. Clients receive reports monthly or weekly detailing the PR efforts made on their behalf and the results achieved, separate from the monthly invoice.
2. Be sure the right person is representing you. Many PR agencies do the bait-and-switch when pitching new accounts. They send in the big dogs to nail down the new account. Once it’s landed, they pass off the day-to-day work to account executives, who may not have the expertise you expect.
3. Study your invoice. You should receive a detailed list of the hours spent and efforts made on your behalf, whether the time has been spent on event planning, community relations efforts, internal communications, publications, marketing or promotional materials or media relations. You should know the hourly rates you are paying as well as the project-based or monthly retainer fees.
4. Expect a strategic communications plan. The best PR doesn’t mean merely a series of hit-and-miss media placements. It begins with a thoughtful analysis of the client’s communications goals and ends with a strategic quarterly or yearlong plan of action. All aspects of PR can be included, or it can focus on specific areas. Expected costs, necessary time requirements and anticipated results should be included.
5. Make PR part of your leadership team. The best public relations professionals insist that strategic communicators be seated at the table alongside the CEO, COO, senior VPs and other decision-makers. This ensures that in a crisis, during a negotiation, or in anticipation of a big deal, the company issues timely, well-reasoned communications to key audiences.
6. Determine that your PR representative knows the score. Judgment and critical thinking are as important as expert knowledge of your field and your brand when it comes to sharpening your company’s strategic communications. Be sure that the people working on our account have the right knowledge and background to handle your work in a sophisticated and efficient manner.
7. Demand qualitative research. Time-consuming, expensive quantitative research is useful, but often a handful of phone calls made to the right people can set the course for your project’s strategy, direction and outcome.
8. Expect reasonable and effective results. Firms in different businesses measure PR performance in various ways. Some look for higher sales or bigger profits, increased traffic at business locations or events, increased market share, publicity obtained online and in print, or passage of legislation. It’s difficult to accurately measure the effectiveness of a public relations program by itself, of course, because the best plans are integrated with a company’s advertising and marketing efforts. In general, a good PR professional will be able to procure several media placements of decent size each year in large publications or electronic media outlets, as well as handling the day-to-day personnel and product announcements. The big-picture public relations strategic advice to the company leadership is harder to measure but is perhaps the most valuable service the PR professional can offer.
9. Anticipate an ongoing commitment. Good communications in support of trusted brands require dedicated strategic efforts on a long-term basis. Just as your business wasn’t born overnight and probably took some time to be successful, so will a well-developed, sustained public relations effort.
10. Periodically review the team. You will want to develop a long-term relationship with your PR representative, but you must also keep your eye on the bottom line to ensure that your best interests continue to be served over the long haul.

Working closely with a public relations consultant or team can be a rewarding experience both in terms of your company's profits and your own professional development. Utilizing these tips, you can develop a mutually satisfying relationship with your PR representative based on mutual respect and shared goals. Ultimately the results of your partnership may pleasantly surprise you.


0 Comments

    Cathi Douglas, APR

    These resources are provided to assist you with your writing, public relations and more.

    RSS Feed

    Categories

    All
    Communication
    CoronaVirus
    Customer Service
    Emotional Intelligence
    Ethics
    Leadership
    Networking
    Organization
    Productivity
    Professional Development
    Public Relations
    Racism
    Renewal
    Speaking/Interviewing
    Tutorial
    Writing

    Archives

    March 2021
    February 2021
    October 2020
    September 2020
    July 2020
    June 2020
    May 2020
    March 2020
    February 2020
    October 2019
    August 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    October 2018
    September 2018
    August 2018
    June 2018
    May 2018
    April 2018
    March 2018
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    January 2017
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015

National Association of Women Business Owners
 




​    Copyright 2021 Cathi Douglas Communications, Inc.  
    Providing seasoned professional public relations services to nonprofit,  higher education and consumer clients.