Watch the local TV news any night of the week. You may an uncomfortable corporate executive fumbling through a 10-second sound bite that makes you cringe. “That could be ME,” you think.
A Philadelphia investigative reporter did a segment on a company that was being cited by the state for equipment problems. During a sound bite, the reporter questioned the CEO and president why he didn’t know about the problems. The man wondered out loud to the reporter while the camera was rolling why the reporter referred to him as the CEO and president. The reporter replied that he had done his homework. The CEO looked ridiculous for seemingly trying to ‘hide’ the fact that he is indeed the CEO and president and is ultimately responsible for what happens at the company.
This scene is a reason a company – especially a small or medium-sized business – needs a public relations consultant. Large companies have resources to retain in-house PR or communications directors; smaller companies often don’t have that luxury.
- A PR consultant who is familiar with your business and who has media experience will guide you through protecting your brand and keeping messaging and responses focused.
- A good PR consultant will listen to you and your company’s needs and be able to translate those needs into messages that the customer/consumer/client can relate to.
- When you are revamping your web site, ramping-up social media and collateral materials, the PR consultant is a fresh set of eyes to write, edit, interpret and offer expertise on how your content and communications will be perceived outside your company.
- Since media can be your friend, the PR consultant can reach out to his or her contacts with an appropriate pitch geared to the media audience and then prepare you to take on that media interview with confidence.
- To prepare for times when negative news is focused on your company, the PR consultant will act as your company spokesperson or prepare you or your delegates to speak in a straight-forward manner aimed at tackling the crisis and looking forward to repairing the company image.
Can your company afford to be caught unprepared? The PR consultant is a human insurance policy watching over your image and brand which is what makes you successful.