This Crisis Media Training workshop focuses on the need for successful interaction with the media. After completing our training, your employees will have the skills necessary to confidently and correctly manage media contacts.
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A Crisis can happen to any
organization, at any time. We specialize in preparing people
to manage a crisis while communicating effectively with the media. For more information please call or email us.
Reliability Leads
to Credibility in Public
Relations
Public relations is a
systematic research
function that aims to
design an effective
campaign to solve an
issue within mass
communications. It is
imperative that this
research is reliable in
order to understand the
issue and suggest
recommendations.
Reliability can be
defined as the ability
of a method to measure
the same results
comparably over time. It
is a measure that is
stable, and consistent.
Public relations as a
social science research
aims to understand
society and the various
segments involved.
Researching these
segments or markets
helps the practitioner
anticipate attitudes and
behaviors. Moreover,
these preemptive
measures anticipate
future issues that may
occur, and solutions to
solve them.
Because public relations
faces the challenge of
validating the
importance of this
systematic approach to
problem identifying and
most importantly problem
solving, it is
imperative for
practitioners to
maintain their
reputations with
"Corporate America" and
the media. Reliable
research helps
illustrate to the
dominant coalition the
necessity to understand
an organization's
stakeholders. More and
more, members of the
dominant coalition are
understanding the
importance of their
support for public
relations. Effective
public relations aids a
company's competitive
advantage, therefore,
aiding their bottom
line.
Unfortunately, not all
practitioners perform
the necessary research
needed to make reliable
and valid
recommendations.
Research can be a very
systematic and
complicating aspect of
public relations
depending on the issue
at hand. However, it is
best to conduct the
necessary research to
gather data that is
detrimental to a
campaign. Even though
subjectivity is used in
public relations, the
practitioner must
examine the
organization, its
publics, and all other
aspects that may affect
its success in order to
make an educated guess.
Millions of dollars
could be wasted on a
campaign aimed at the
wrong target audience
and even worse,
unavailable to the
intended target
audience.
Although public
relations was not seen
as a separate function
in the past, it is
becoming more common. In
order for public
relations to continue
its effectiveness, there
must be support for
public relations within
the organization as well
as an appointed director
of public relations to
manage all functions. A
separate budget should
be allocated solely for
public relations
research. Although some
companies are reluctant
to do this, they find
that this research
actually saves them
money in the long run
with crisis management
and marketing campaigns.
Furthermore, future
licensing would help
ensure more credibility.
It would also help
eliminate the
opportunity for
non-systematic and
under-qualified
imposters to take
advantage of
individuals,
organizations and the
media. Systematic
research facilitates
reliability.
Source: Cheryl Smith
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