Public Relations Is More Than Crisis Management

Public Relations Is More Than Crisis Management

For many organizations, public relations becomes a priority when something goes wrong. A difficult situation arises, questions start coming in and suddenly there is an urgent need to manage the message.

Crisis communication is an important part of public relations—but it is only one part.

At its best, PR is an ongoing effort to build trust, strengthen credibility and create meaningful connections with the people who matter to your organization. It helps shape how your business is understood long before a crisis may occur.

Building a Reputation Before You Need It

Every organization has a reputation, whether it is actively managing it or not. Customers, employees, community members, partners and the media form opinions based on what they see, hear and experience.

A thoughtful PR strategy helps ensure those impressions reflect who you are and what you stand for.

That might mean sharing the expertise of your leadership team, highlighting the impact of your work, introducing a new service or showing how your organization supports the community. Over time, these stories help people understand your values and develop confidence in your organization.

That foundation becomes especially valuable during moments of change, uncertainty or increased attention. When people already know and trust your organization, they are more likely to listen.

What Does Public Relations Include?

Public relations is not one tactic or a single press release. It is a collection of strategies designed to reach the right audiences with the right message at the right time.

Depending on your goals, a PR strategy may include:

• Media relations and press releases

• Leadership contributing white papers, podcasts or guest articles

• Media training on how to best engage, respond and articulate

• Media monitoring, online monitoring and reputation management

• Event promotion and community engagement

• Influencer and partner outreach

• And of course, crisis communication

Before Tactics, Consider the Bigger Picture

Clear internal processes, established media relationships and a strong reputation allow an organization to act and respond with greater confidence and consistency. But before pulling the trigger on any of the above tactics, consider the following:

• What do we want people to know or understand about us?
• Who are the audiences we need to reach?
• Why should those audiences care?
• Which stories are truly interesting, timely or useful?
• Who within our organization can speak with credibility?
• How will our PR efforts support our broader marketing and business goals?

The answers help determine whether the best approach is a media pitch, press release, community event, thought leadership article, partnership, internal communication plan—or a coordinated combination.

PR is One Essential Piece in the Puzzle

Public relations should not operate separately from your marketing, brand or business strategy. Paid advertising can place your message in front of people. Creative work can make that message compelling. Social media can encourage conversation. PR adds credibility, context and connection.

Together, these efforts create a stronger and more consistent presence.

At HenkinSchultz, we approach PR as a way to uncover meaningful stories and help organizations share them with purpose. Because the best time to build trust is before you need to rely on it.

Let’s find the stories worth sharing—and the right ways to share them. Talk to Anne  to see how you can talk about yourself. Call us at 605.331.2155 or email anne@henkinschultz.com