Seven public relations professionals spoke at OSU PRSSA’s professional panel meeting at Joseppi’s on Oct. 21.
· Jeremy Burton, APR, with Oral Roberts University
· Amber Remke, APR, marketing manager for Hire Right
· Lucinda Rojas, account executive with Schnake Turnbo Frank PR
· Morgan Phillips, senior account manager with Waller & Company PR
· Kristen Turley, APR, retail marketing manager with Navico
· Jami Fitche, account manager with Rex PR
·Tabbi VanHoutte, electronic marketing specialist with Allegiance Credit Union
They talked about crisis communication, PR careers, spokespeople and other subjects. For crisis communication, they recommend building and practicing a plan before a crisis. Practice plans at least once a year. It’s important to be flexible and make judgment calls; to do that, it’s important to understand your client’s business—it’s risks, regulations, etc. Be nimble and wise—know when to get help. Coordinate with legal, human resources, marketing, etc. A company can look better coming out of a crisis than it did when it went in. You also have to know when to reply to negative publicity and when replying is going to draw unnecessary attention to a problem. It’s usually not appropriate for a PR person to be interviewed; so, pick an appropriate spokesperson whom audiences will recognize, develop message points for them. Train them to stay on message, what reporters do and don’t like, what to be prepared for, cut back on verbal fillers and teach them to say their most important point in seven seconds. But don’t take it personally if things get cut. Some clients will tell you they don’t need your help, then choke. It’s your reputation, drill them! Tape them, ask them hard questions. PR professionals are expected to be ethical—get the truth out there even if it hurts because the media will find out. Clients will tell you to say things one way, to put “spin” on an issue. You have to find out the truth and get them on board with telling it. Your actions prove you out. Build genuine relationships with reporters, just call and say, “Hi,” every once in a while—get to know them but keep in mind it’s an adversarial relationship, too. As PR professional, you’re a valuable educational resource to the media, but it’s good to work on the other side, as a reporter or producer. In firms, account managers are the only people to talk to clients. They are responsible for everything the firm or department does. Every “client” is different and there may be personality conflicts. When job searching, have letters of reference and send hand written thank you cards. Put your resume out there! Send it everywhere, even if there isn’t an opening. Network and search PRSA Web sites for internships or job openings. You make your role in your firm or department—get involved, take responsibility. Become essential.
Thanks to our professionals and to everyone who came.
