PR Prescription

by Cynthia L. Taylor, Communications Director; Flynn Heapes Kogan, Washington, D.C.,

Serial Information: Civil Engineering—ASCE, 1995, Vol. 65, Issue 5, Pg. 75-77

Document Type: Feature article


Image and reputation are powerful tools for professional services firms competing in today's marketplace. The ability to win projects, enter new markets and attract key employees is tied closely to perceptions that are generated by the messages a company conveys about itself. As a result, design firms of all sizes are realizing that public relations can be an effective means of enhancing those perceptions. Most people think of PR in terms of the occasional news release or paid advertisement, but PR encompasses a much broader range of activities, policies and products. This article provides tips on how to start a PR program; how to tie your message to your company's strategic plan; how to identify your audiences; and how to explore the most appropriate vehicles for reaching them. The article also discusses the time and money needed for effective PR, and whether PR should be kept inhouse or farmed out to a consultant. The article also discusses some of the standard PR/marketing communications products (such as news releases, trade articles, public speaking engagements, event or program sponsorships, newsletters, brochures, advertisements, direct mail, letters and special events). Guidelines are offered on how to approach the media, and the article concludes with an analysis of how to quantify results form your PR program.

Subject Headings: Imaging techniques | Professional practice | Employees | Public opinions | Vehicles | Agriculture | Consulting services | Professional development

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