Page 72 - Crisis Communication Practical PR Strategies

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Image as a Part of Corporate Strategy 53
other proofs of principle you can roll out strategically, such as new
product launches, media or analyst tours, grand openings, analyst
reports, published studies, sales milestones, corporate milestones, pre-
sentations to major conferences, etc?
When looked at the macro-level, these individual elements can be
used to create significant image momentum. Orchestrate the tactical
elements to leverage one activity or milestone against others, such as
using positive media relations to impact analyst relations, or analyst
relations to impact shareholder relations. Time these activities in
advance of a major trade show and determine how to involve strategic
partners or others to help build the image, or schedule advertising,
direct marketing and e-mail marketing to impact just after a media
relations blitz.

7. Dare to be measured

Establish key metrics to measure how the image builds over time. These
include quantitative, such as output (increased contacts, numbers of
releases, speeches, meetings, hits to the website and so on versus histor-
ical patterns; calls to free telephone numbers, increased e-mail requests
for information, increased daily stock volume, etc). Also measure the
qualitative (is the image moving in the desired direction?)
Another consideration is share of voice. Are you rising above the
competition in amount of positive coverage? This needs to be analysed
in terms of budgets, output and results. Some companies with huge
budgets spam the world with news releases yet end up with little share
of voice because the messages don’t get through. With creative
thinking, walking the talk, telling good stories and pursuing a policy of
hype-free communication, you can rise above the clutter and
cacophony.

8. Ongoing reality checks

I mention ‘hype-free’ for a reason. Research on news releases issued
over Business Wire and PR Newswire in a one-week period revealed
that more than half of all companies claimed to be a leader in their
industry. Few provided validation. A significant number inflated the
news with pompous, self-serving quotes, which the media refer to as
‘Lame Ass Quotes’, or LAQs.
Organizations need to conduct ongoing reality checks of their mes-
saging to make sure they are communicating with their different con-
stituents, not just themselves. Another test: are you stuck in jargon
land? How do your messages compare with respected competitors or