I don’t like to rant on my blog. I think it is part of my J-O-B to be positive, encouraging, and instructional on here. So I apologize in advance if this post is too negative, but I’m in the midst of dealing with what can only be described as colossal bone-headedness in regards to PR, and unfortunately this is not a rare occurrence.

If you care about your company’s PR [Public Relations], and by that I mean the perception that your customers and audience have of you, you need a strategy. You need staff who are dedicated to your ongoing Public Relations Strategy. If none of your employees are PR Pros, you need a consultant you can turn to for advice on both long term goals and in times of crisis.

What does your strategy look like? Here are some key questions you need answered:

1. What is the main message your company wants to get out regularly? Is it excellent service, uniqueness of experience? WHAT IS YOUR CORE VALUE STATEMENT that should come instantly to mind when your customers think of your company?

2. What does your long term campaign to get that core message out look like? What tactics will you use on a regular basis to communicate? What special events will you plan as highlights for that message?

3. Who is in charge of implementing your campaign? Who are the actual staff members/consultants, and who has decision making authority?

4. What happens in case of a PR Disaster? It can happen to any company at any time, and you need a rock solid procedural plan for who and how you will deal with it when it comes. Making decisions on the fly will lead to possibly fatal missteps.

The moral of this rant? YOU NEED A PLAN. Public Relations is not something that should happen periodically – it needs to be part of your Business Plan every day of the year. Reacting to either good or negative press is NOT a PR plan. Creating your own message and having the channels to distribute that message IS.

If you don’t know how to do it, for God’s sake hire a Pro.