Press, Prep, Protect: Why PR is a Non-Negotiable!

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PR- The Finishing Touch to Your Marketing Plan

Desiree Grace

Public Relations (PR) is an important tool in a Marketing Manager’s toolkit. While it may seem like a minor or decorative aspect of your company communications, similar to decorative light switches, don’t underestimate the importance of having a PR expert on your team. Just as you need a master plasterer to prepare your walls and finish your ceilings, it’s essential to manage your company’s image and oversee your corporate communications effectively.

Let’s break it down. While PR is related to organizational image and is a close skill set to corporate advertising, it’s more than that. The audience for public relations is much broader than your current and prospective customers. It includes ALL stakeholders, people like current and potential employees, vendors, neighbors, the city and county where you work, even government officials, your industry at large, in addition to your customers.

The objective with proactive public relations is essentially to ensure people like, trust, and respect your organization. Depending on the audience, tools in your toolbox could include press releases, sponsorships, internal newsletters, governmental lobbying, or industry advocacy. Note, though, that Public Relations is less about specific products or services and more about what the company stands for and who they are.

Press Releases are an important tool in your Public Relations toolbox, so let’s expand on their usage. Relationships with the press should be cultivated. Press releases are particularly impactful and are a great way to share good news about company awards, good deeds, new hires and promotions, and, yes, new product launches. Press Releases are usually published by important trade publications, hence the need to build relationships with editors and publishers. Studies have shown that press releases are read by people who otherwise skip over advertising.

You have several options when it comes to writing press releases. One option is to follow a standard format, answering the key questions: who, what, when, where, why, and how much. This should be accompanied by a brief description of your organization at the end.

Alternatively, you can choose to write press releases in a storytelling format. This approach still includes the organizational description at the end, but presents the information in a more engaging way. Press releases formatted as stories can often be seamlessly inserted into the news feeds of publications. This allows busy editors to easily copy and paste your message directly into print or online publications, saving them time while giving you valuable exposure. Best of all, aside from the time you invest, press releases are free!

Reactive Public Relations is a bit misleading. GOOD PR means you have a plan that attempts to model risk mitigation and have appropriate responses at the ready if or when bad things happen. You are not scrambling for a response because you have one ready. You cannot predict every event, but you can have a contingency plan for categories of events. Additionally, it’s important to have a clear communication plan that outlines who will discuss which topics with whom.

Example 1: When faced with a mass layoff, implementing peer-to-peer mapping along with a prepared script and talking points ensures that phone calls are conducted quickly and that everyone is aligned in their messaging. YOU control the narrative and manage expectations effectively. Frequently Asked Questions (FAQs) are provided, along with clear communication about who will handle various responsibilities now and in the future.

Example 2: Your government does something radical, like imposing tariffs on trading partners. You have a letter you send, with phone calls to your VIPs. Your rep agents, CSRs, and other customer-facing roles get the letter, also, with associated talking points and FAQs, preferably before external communications go out. Everyone is on point with the messaging. None of your team is playing defense.

In both examples above, consistency is key, and brand image is protected. Trust and respect are maintained. Stakeholders appreciate the transparency. Life is not good, but relationships are maintained. The blame game is NOT happening. Nobody is hiding behind their admin or suddenly unavailable. The situation is addressed in a professional, transparent manner. THAT is good reactive Public Relations.

Much like every good general contractor has an excellent electrician, a top-notch plumber, and rock-solid concrete guys, every good marketer has a Public Relations plan and a champion corporate communications strategy.  If you don’t have one, you need one. River Heights Consulting is ready and willing to help.



Desiree Grace is an advisor, consultant, and mentor with 30+


years as a senior leader in the electrical industry, distribution, and manufacturing sectors. Desiree leads and supports special projects for River Heights

Consulting. She builds brands, grows revenue, and motivates teams, facilitates strategy and execution, and offers special expertise in helping international companies enter the North American market.  Experience with Fortune 100 companies, private start-ups, and mid-market businesses enables Desiree to help a variety of B2B organizations improve market share, revenue, and profits. She is a sought-after speaker for professional development, sales leadership, industry trends, and team leadership and motivation. You can connect with her at www.linkedin.com/in/desireecgrace.



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