The discipline, stated plainly.
WHAT IT IS
Managing the relationship between an organisation and the people whose opinion of it matters.
WHAT IT IS NOT
Advertising Spin Concealment Getting your name in print for its own sake
WHY THE DISTINCTION MATTERS
Advertising is paid and controlled; coverage is earned and not controlled.
WHAT THAT MEANS
You influence what is said; you do not determine it.
WHO THE AUDIENCES ARE
Customers and prospective customers Staff Suppliers and partners Regulators Investors and lenders The community around you The public generally
WHY STAFF BELONG ON THAT LIST
They hear external news before you tell them, and they repeat what they believe.
WHAT REPUTATION ACTUALLY IS
What people say about you when you are not present.
WHAT DETERMINES IT
What you do, mostly.
WHY THAT NEEDS SAYING
No amount of communication repairs a business that behaves badly.
WHAT COMMUNICATION CAN DO
Ensure people know what you do Correct misunderstanding Provide context Respond when something goes wrong
WHAT IT CANNOT DO
Make a poor business appear good, for long.
WHAT TO ESTABLISH FIRST
That the substance is sound.
