| Public relations is all about credibility and | | | | - Generate Leads. Positive publicity for your products |
| trustworthiness. If you don't practice PR, then you are | | | | andservices can generate sales leads for you to |
| likely to be incredible. | | | | follow up. |
| Some of the elements of a PR program include | | | | - Word-of-Mouth. By increasing awareness of your |
| research, mediarelations, publicity, special events, | | | | company,people and products, media coverage |
| employee relations,client relationship management, crisis | | | | provides fodder for theword-of-mouth machine. |
| communication, tradeshows/conferences, community | | | | - Shape Attitudes. From employee communication to |
| and government relations, andcorporate identity. PR | | | | publicity, |
| helps you shape internal and externalopinion about | | | | PR tactics can be used to tell your story convincingly |
| your organization with an eye toward buildingsupport | | | | to keypublics. |
| among your key "publics." | | | | - Refine Customer Service. Those who believe PR is |
| What can you expect from PR if it is done correctly? | | | | aboutone-way, top-down spin doctoring - I hope - are |
| - Boost Credibility. Media coverage or word-of-mouth | | | | relics of thepast. Two-way PR, in which the company |
| from theright people heightens your credibility much | | | | actually solicits andlistens to customer feedback, can |
| more than an adever could. | | | | provide the kind of edgecompanies need today in this |
| - Build Trust. People trust what they are familiar with. | | | | age of commoditization. |
| Aproactive PR program that gets and keeps your | | | | So, don't be incredible. Make PR an integral part of |
| name in frontof people can be the first step in building | | | | your business strategy. |
| that trust. | | | | |