| After deciding to add a formalized public relations | | | | wheel's demands. |
| program to their organization's business structure, a | | | | 3) Advisory committee members lack a clear |
| company will hire a staff PR professional or retain a | | | | understanding of what public relations is and is not. PR |
| firm to develop and manage its PR initiative. That's | | | | is not a single noisy event or glitzy presentation. It's a |
| great. | | | | continuing process designed to build and strengthen an |
| However, some companies go one step further and | | | | organization's positive reputation among important, |
| create a public relations advisory committee, | | | | selected audiences. PR's strength is its ability to build |
| presumably to direct and oversee the PR program | | | | credibility. Committee members must be educated in |
| and look over the shoulder of the professional | | | | the content, structure and purpose of an effective PR |
| assigned to make the program work. | | | | program. Providing such an education is an arduous |
| More often than not, such advisory committees hinder | | | | task. |
| rather than help the point person responsible for | | | | 4) Advisory committee members don't understanding |
| executing the program. Many committees fail in their | | | | what public relations can and can't achieve. PR is not |
| purpose and drag the public relations program down | | | | marketing. It does not sell products or services. If you |
| with it. | | | | want to sell a product, you need a knockout |
| Here are just five major reasons why such failures | | | | advertising campaign. But if, for example, you plan to |
| occur and what you can do to prevent them: | | | | strengthen your organization's reputation as a |
| 1) A public relations advisory committee is unnecessary | | | | community asset or gain the support of local civic |
| in the first place because a skilled PR professional | | | | organizations, you need effective PR on many fronts |
| should not need direction from individuals unfamiliar with | | | | to highlight your company's qualities. |
| the purpose and content of an effective PR program. | | | | 5) An effective public relations program includes |
| Let your PR professional apply his/her skills to develop | | | | constant media vigilance to stay abreast of |
| program objectives and create a PR plan that | | | | fast-breaking news and to protect the company's |
| supports your organization's business and public | | | | positive reputation. Committee members usually don't |
| relations goals. | | | | understand the importance of responding promptly to |
| 2) When determining a PR program's content, | | | | media requests for quick answers and information. |
| committee members tend to focus on their own | | | | Members should not be placed in the media relations |
| department's needs and interests rather than the | | | | loop if they can't respond quickly and thoroughly. You |
| organization's strategic goals. The PR professional | | | | must develop reliable, responsive information sources |
| should be free to design a program based on the | | | | within your company that are outside the committee. |
| organization's business plan and not on each squeaky | | | | |