subject: Public Relations Firm: Creating a Reputation [print this page] Public Relations Firm: Creating a Reputation
A public relations firm is integral to its clients' successes. They are the right-hand man in the relationshipthe wingman that helps the client look good. Public relations firms work for either companies or individuals. When working with companies, they will work to make sure the company is the one looking goodtheir loyalty is, or should be, to their employer, which is the company as a whole. When working with an individual, such as a high-profile athlete or celebrity, they are working on a more personal level. They are responsible for making sure the individual comes out of situations looking good.
A public relations firm's job can be broken into two parts: proactive and reactive.
Proactively, a firm works with their client to help them create the image they want. They will work with the press, advertising, and online media to help them create a good reputation and maintain it. In this stage, a firm works closely with the client, helping them understand the strategies they may use and how they help design this persona. Press conferences may be held to introduce or announce the client and his or her work; advertisements may be used to show charity work, new business deals or work, or appearances. Online social media, like Facebook and Twitter, is often used heavily to keep the client connected to his or her fans.
Reactively, the public relations firm jumps into action when something goes wrongthe client makes a mistake, or does something that doesn't fit the constructed image. This most often happens with individual clients, but also can happen with a company, as with the economic scandals of the past couple years. When these things happen, the firm will usually talk to the press or have the client read a statement to the press, will work with legal and other advisors to understand the full extent of the damage to the reputation, and then will work on quickly finding a way to "fix it." This may be through charity work, public statements, or even just quietly sitting until things calm down. Without a doubt, online social media is used heavily in these situations as well to handle rumors and to apologize or explain the issues.
The public relations firm's main job is to "sell" their client as a good productone worth investing in. Whether this is creating an image for an individual's fans, or working to make a company look good, the firm works with the client to create a positive reputation. Using strategies and tactics learned from years of experience, the firm and the client work together to create an image that both approve of.
