By Polaris MD Ben Pinnington
What are the deadly public relations sins? In research for my forthcoming book ‘Making Waves: Public Relations strategies to transform your maritime business’ I have reflected on the gulf between PR theory and the commercial reality.
Too often organisations put themselves at a disadvantage by preferring a low profile or by seeing PR as a luxury, a tactical comms tool or an add-on to marketing.
Whereas businesses which grasp the strategic value of PR have a considerable advantage. They maximise PR to influence and listen to stakeholders and drive awareness & sales.
Deadly PR sins (with thanks to the late Sam Black)
Functional myopia: Failure to appreciate the full scope of the important contribution public relations can make to good management.
Faucet philosophy: We will turn on public relations when we need it.
Good news delusion: we believe in full and complete public Information so long as it is positive and reflects favourably upon us.
The one-shot communication tick: Why do you accuse us of not communicating? It was mentioned in our last annual report.
The shadow delusion. The low profile philosophy. This aberration is based on the belief that an organisation can make itself invisible when it chooses.