Comments for Christinasays's Weblog http://christinasays.wordpress.com Just another WordPress.com weblog Fri, 29 Feb 2008 04:53:54 +0000 http://wordpress.com/ hourly 1 Comment on About by bibomedia http://christinasays.wordpress.com/about/#comment-29 bibomedia Fri, 29 Feb 2008 04:53:54 +0000 #comment-29 :) :)

]]> Comment on Chapter Seven Comments by Diane Thieke http://christinasays.wordpress.com/2008/02/11/chapter-seven-comments/#comment-7 Diane Thieke Wed, 20 Feb 2008 02:01:32 +0000 http://christinasays.wordpress.com/?p=5#comment-7 It is challenging for companies to manage the sometimes divergent needs of their various stakeholder groups. David's right that public companies are frequently in the position of prioritizing the needs of their shareholder publics first, which puts an unwise short-term focus on the need to make enough profit this quarter to keep their share price afloat. However, organizations do have obligations to all their other publics, including customers, employees, local communities, etc. If the company is out of alignment for too long with any of these publics, then its reputation and long-term financial viability are in danger. Remember, though, that PR is broader than media relations or marketing. Public relations, as you know, is about two-way communications. We have a responsibility to advocate change in our organization if its interests are not balanced with some or all of our publics. Our job is to bring feedback from each of these publics back to our organizations and persuade our executives to make changes that put us back into alignment. David's example of USAirways is a good one: if I were on their PR team, I'd have taken David's feedback from his blog to the marketing department and encouraged them to rethink their campaign. Both Public Relations Practices and the New Rules say the same thing: make sure you're having conversations with your publics. What's important to remember is that having the conversation is not enough, you must also act on the information you gain from that conversation. It is challenging for companies to manage the sometimes divergent needs of their various stakeholder groups. David’s right that public companies are frequently in the position of prioritizing the needs of their shareholder publics first, which puts an unwise short-term focus on the need to make enough profit this quarter to keep their share price afloat.

However, organizations do have obligations to all their other publics, including customers, employees, local communities, etc. If the company is out of alignment for too long with any of these publics, then its reputation and long-term financial viability are in danger.

Remember, though, that PR is broader than media relations or marketing. Public relations, as you know, is about two-way communications. We have a responsibility to advocate change in our organization if its interests are not balanced with some or all of our publics. Our job is to bring feedback from each of these publics back to our organizations and persuade our executives to make changes that put us back into alignment.

David’s example of USAirways is a good one: if I were on their PR team, I’d have taken David’s feedback from his blog to the marketing department and encouraged them to rethink their campaign.

Both Public Relations Practices and the New Rules say the same thing: make sure you’re having conversations with your publics. What’s important to remember is that having the conversation is not enough, you must also act on the information you gain from that conversation.

]]> Comment on The Tipping Point & Internet Campaigns by ash385 http://christinasays.wordpress.com/2008/02/18/the-tipping-point-internet-campaigns/#comment-5 ash385 Mon, 18 Feb 2008 22:57:27 +0000 http://christinasays.wordpress.com/2008/02/18/the-tipping-point-internet-campaigns/#comment-5 I think you are so right about the tipping point! I couldn't agree more! I think you are so right about the tipping point! I couldn’t agree more!

]]> Comment on Chapter Seven Comments by David Meerman Scott http://christinasays.wordpress.com/2008/02/11/chapter-seven-comments/#comment-4 David Meerman Scott Tue, 12 Feb 2008 09:41:32 +0000 http://christinasays.wordpress.com/?p=5#comment-4 Don't forget that companies operate on short term results, especially if they are traded on the stock market. So the needs of the company and the public are not in synch because the company needs to grow revenue and profits in the long term. What often suffers is the long term public view of the company. For example, the nonsense that USAirways does http://www.webinknow.com/2007/09/us-airways-flig.html Be careful what you read in books! David Meerman Scott Don’t forget that companies operate on short term results, especially if they are traded on the stock market. So the needs of the company and the public are not in synch because the company needs to grow revenue and profits in the long term. What often suffers is the long term public view of the company.

For example, the nonsense that USAirways does http://www.webinknow.com/2007/09/us-airways-flig.html

Be careful what you read in books!

David Meerman Scott

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