If your company turns PR on and off like a water spigot, it’s hurting the brand and bottom line. As other professionals have said, “this fairy-tale belief has outright killed more than a few companies.”
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When you take the water spigot strategy for public relations, you’re liable be caught off guard when shit hits the fan.
In today’s world of always-on media, and social media, it’s important to have a steady, engaging dialogue with people important to your company, this includes media professionals. It’s also important to continually monitor, adapt and engage issues before they blow up into crises. Addressing them early will save your brand a ton of hurt.
Additionally, your customers want to be connected to you and to other like them. Just the other day, I had a minor discrepancy with AirBnB, the online, social community where people share their homes with travelers. The customer service was handled through Twitter, and I couldn’t have been happier with the outcome. There are plenty of examples of how companies are using digital PR for good — this is one of them. Unfortunately, there are plenty whose sins are great. Don’t be one of those companies.
Whoever runs PR for AirBnB understands PR is a steady stream of communication, always on, always ready, always focused on building relationships.
Is your company doing this?
