FEATURE PR AND MEDIA
GAMEPLAN? WHAT’S
Knowing how to spin the bad stories and promote the good is a skill that many of us need to learn. Lester Dinnie show us where to start
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The marketplace in which we work is unglamorous, and our interface with the public often confrontational. Take heart, though – at least we have no pedestal from which to fall
t’s currently open season on the media, and the ‘red tops’, which do so much to foment cynicism about politicians, bankers and footballers, have become the targets of public vilification over phone-hacking; dissembling and apologising under live cross- questioning on our TV screens. How can the politicians we elect, the bankers to whom we entrust our money and the footballers whose skills we admire have lost their allure? More importantly, what can we learn as professionals in our own sphere of influence when it comes to influencing media coverage? We need to accept that we start from a position of weakness. The marketplace in which we work is unglamorous, and our interface with the public often confrontational. Take heart, though – at least we have no pedestal from which to fall.
My company has represented commercial organisations, professional associations, public sector bodies and private individuals in an effort to fairly promote the business in which we are involved. I like to think we have been able to help balance the scales against uninformed, unintelligent and unprincipled criticism. A very sensible starting point, and I am constantly amazed at how many businesses ignore it, is to identify the potential PR hazards that your business might face, and have at least some outline methodology for dealing with them. Whether you are in parking management, enforcement or planning, you will know from experience some of the dangers that lie in wait.
30 NOVEMBER 2012
Get ahead of the game Let’s be clear: all businesses run the risk of accidentally employing rogues, making errors in billing, or dealing inappropriately with the public. Sometimes it’s what you do about it that makes the difference.
These issues can take on a significance out of all proportion – and let’s assume that the public is cynical about business generally and hostile towards parking management and control specifically. You need to be ahead of the game – to have an agreed method for dealing with bad press. Here are some guidelines: ■ Put PR on your boardroom agenda – it’s a strategic issue, not an operational irritant. ■ Agree a communications method. Everyone in your business needs to know who is responsible for PR and how to contact them. Do not leave inexperienced and junior staff to take the initiative. It’s unfair on them and dangerous for you. ■ Only make ‘no comment’ as a last resort. If you don’t have a view on something that’s important to your business, ask yourself ‘why
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