Good Public Relations: synonymous with good manners and deeds

18 April, 2010

Rob McGregor

Benjamin Franklin said, “It takes many good deeds to build a good reputation, and only one bad one to lose it”. Self-evident really, but many people in business ignore this truism at their peril.

Toyota’s mismanagement of its recall provided a global example of how to squander a hard won reputation for excellence. However, at a local level I’m amazed at how often we see retailers fail to thank customers for their support and loyalty, companies pick fights in public with key stakeholders, tradespeople fail to apologise for not turning up when they said they would, and former senior executives slag off their previous employers who paid them handsomely.

This behaviour erodes the reputation of the person in question and the organisation they represent.

Conversely, good deeds and, dare I say it, good manners build trust and over time, and they create a favourable reputation. People who return telephone calls promptly, acknowledge referrals or take the time to do basic research on an organisation before asking for a meeting with a chief executive, earn respect and enhance their personal standing and that of their organisation.

Most successful people are gracious and have good manners. They are enthusiastic about life and this enthusiasm and good grace are contagious. The teams they lead are motivated to emulate them and are more likely to achieve their business and personal objectives.

These people are less likely to make excuses and blame others or market conditions for their shortcomings. In short, they inspire confidence and trust. The businesses they lead are empowered and success follows.

Blaming the media for coverage that is less than rapturous or claiming to have been misreported is not only counterproductive, but also likely to be plain wrong. Generally, when the media don’t understand your position, you haven’t explained it well or put it into context. Misreporting is usually the result of the interviewee using industry jargon and forcing the reporter to interpret what was said, at best, or being guarded and perhaps economical with the facts.

Most reporters, like customers, want to be dealt with professionally and afforded common courtesy. Put simply, good manners and a professional approach are more likely to result in good media coverage that is reputation enhancing and help ensure you will be asked to comment in future.

 

Rob McGregor is a Wellington public relations consultant and a director of Adroite Communications & Public Relations, see www.adroite.co.nz