Most business executives would tell you what they want from public relations is visibility. But what they’re really seeking is credibility. They want third party validation. They want trust.
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Occasionally, you meet someone and think, “Wow, that person is really going places.” You can see them rising in the ranks of our community’s corporate, political or leadership structure, or rising to a role in a national organization and making waves across the country. That was my reaction when I first heard Tamara Winfrey-Harris speak at a Women’s Fund of Central Indiana event. Her content and presentation style gave the feeling she breathed rarefied air, and we were blessed to be in her presence. There was no arrogance or ego, just the sense that we would all benefit from listening.
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At its core, public relations is about fostering and building relationships between organizations and their key stakeholders. We’ve achieved the greatest success in meeting our clients’ objectives when they embrace our agency as a true communications partner. And, just like any other relationship, if you invest the time, you’ll reap the benefits – and see the results from your PR agency. Here are just a few examples.
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In March, Dennis Woerner, Director of Marketing with the Indianapolis Zoo and Joel Zawacki, Assistant General Manager with the Indianapolis Indians were ready for the spring season, fully prepared to welcome visitors and fans back with new and exciting experiences. But they soon realized they would have to shift gears dramatically and prepare for a different kind of season with the arrival of COVID-19.
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The early days of COVID-19 were a frightening scramble for all, but nowhere more-so than the hospital and healthcare setting.
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As recent as a few weeks ago, we were still talking about going “back to normal.” But as we’ve learned and observed alongside our clients and our own staff, it’s obvious that work life and culture as we know it have been forever changed. We will “go back,” just not to normal.
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Is it possible to plan for a pandemic? A few months ago, I would’ve answered this question differently than I would today. As experts in crisis planning and communication, we have always had a robust plan of our own if a crisis should strike. When we moved to our new office in 2017, we needed to update the plan and decided to add pandemic protocols. I must admit at the time, I didn’t think we’d ever have to activate this section. Then, COVID-19 happened. And just like every business, our plan went into action.
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“In any moment of decision, the best thing you can do is the right thing, the next best thing is the wrong thing, and the worst thing is nothing.” – Teddy Roosevelt In this time of almost unprecedented global crisis, I have been consistently amazed at the creative responses coming from individuals, companies, organizations and communities. When the going got tough, lots of people got going in ways that weren’t predictable.
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In the first few weeks of the COVID-19 pandemic, the best leaders were those who communicated with employees with empathy, truth and frequency. Our advice to clients in the early days was the same as it would be in any crisis. Communicate with:
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Businesses everywhere are experiencing a new operational reality like never before. Jennifer Dzwonar recently joined Steve Walker’s podcast “The CX Leader” to discuss how CX professionals can be prepared to effectively manage crisis situations and help communicate with their customers.
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