Insider Tips - 37

Too often, an in-house P.R. department functions as a "catch-all", handling everything from H.R. left-overs to the staff wienie roast. These P.R. staff seldom attend the big, benchmark events in the industry, where they should be making lots of "noise". Sometimes they'll get to go if the president is scheduled to give a speech they've written, if they can make the case that the press needs to be drummed up to hear the words from on high. Let's face it though: it's not just the press the company needs to be wooing. It's those other key influencers in, or related to, your company's industry.

But just so our Tip-reading public doesn't think we're foisting all the blame on the companies doing the assigning of responsibilities, let us point out that P.R. professionals must shoulder the blame as well. If you find yourself in yet another position where you're spending all your off-hours, for example, shopping for just the right anniversary gift from the board of directors to the company's chairperson (without actually ever having met most of these people) then shame on you!

If your boss doesn't know what your responsibilities should be, then do some educating, including sending along interesting stories about your chosen field clipped from newspapers and magazines, or a list of relevant Web sites, or a good book on the subject. Make sure you send along a memo pointing out how some of the tactics they contain are workable for your company.

Then pepper him or her with mini-reports on the potential impact of upcoming corporate changes. Don't make it guesswork on your part; provide solid back-up and research. When the issue of the annual staff bun-fest raises its head, suggest an outside event company take it on so you'll be free to work instead on the company's big picture.

It would also be a good idea to introduce yourself to the company's management team and / or board of directors.

If nothing works, then find a good headhunter, or contact your company's biggest competitor. After all, one can only be happy organizing just so many egg-and-spoon races at the company picnic.

Contact Davidson Communications for any help you may need in writing and releasing news or statements, and for appropriate follow-up.