ABSTRACT
I found several practical lessons in chapter 4 about how to be a successful public relations practitioner inside an organization:
Seek inclusion over autonomy. Public relations professionals bring failure on themselves by maintaining a distance, sometimes even arrogance, aimed at others in the organization who are unschooled in public relations. While asserting their superior grasp of communications principles, PR people can be blind to their lack of understanding business fundamentals. They may know how to craft a message but know little about how to craft a widget. But it is widgets, rather than messages, that the organization values more.
Focus on getting results over getting respect. Respect is earned by getting results. PR programs should be measured against the organization’s priorities. If top management’s highest priority is boosting sales, the PR program should be measured on how well it paved the way for a sales call, strengthened relationships with existing clients, or increased awareness of new services among referral sources. Public relations contributions should be measured and the results shared with top management. Then the results should be used to make changes that will improve the program.
Apply two-way communications skills internally. Sometimes PR people are terrible listeners, especially inside their own organizations. PR pros are most effective when they accept the responsibility for understanding and for being understood. Using these skills serves as a reality check to assure PR goals and programs are in alignment with the organization’s mission and current priorities.
