Reputation:  integrating messaging and training for successful media  engagement

Published June - July 2007

The reputation of an organisation is often dependent on how senior executives ‘perform’ in public - and especially to media.  It is the responsibility of the internal PR department, either through their own resources, or through using an external pr agency, to ensure that an organisation and its senior spokespersons are not only ‘on message’ but fully trained.

 It is still not unusual to find organisations - through their senior executives - woefully equipped to effectively speak or present to external stakeholders and audiences. 

In fact a recent survey in the United States found that while 80 percent of advertising and marketing professionals (in house) were aware of their brand’s positioning, only 25 percent could articulate it to clients, customers or prospective clients.

Communication to stakeholders as divergent from investors to community groups is important. But, typically communication to these audiences is one-way i.e. it delivers a message, but there’s no immediate verification as to whether the messages have been received or understood. Or whether they were the correct messages for that audience!

So, how does an organisation prepare itself, and especially its key executives, to articulate better - to all stakeholders, but especially to media.

 Network PR is Sydney based pr company who assists clients with their online reputation etc.....Contact us if you would like to hear how we can help you.