Effective Public Relations

An organization should care deeply about the image it portrays to major stakeholders, to current and potential customers, employees, investors/funders, suppliers, and local and state agencies, etc. The image portrayed can turn people against an organization in a heartbeat, but effective PR can build business and enhance perception in ways new products or services could not achieve.

Effective PR accomplishes three major objectives: 1) it positions a company or individual to enhance public perception, 2) it is strategic in whom it targets and the methods used for targeting, and 3) it creates the right image to achieve the desired results. Some of the primary benefits to effective PR campaigns or initiatives are:

1) Creating and maintaining a favorable public opinion. A company must use a variety of tools to accomplish their corporate objectives; however, advertising and marketing will not suffice if used alone. A strong campaign will incorporate the PR through targeted channels, either via print, the Web, sponsorships, spokesman, seminars, and other types of conventional mediums. P

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o be "proactive" by striving to control public response and behavior when possible, and shape the perception in such a way that publicity is overly positive. The role of public relations in such circumstances is to mitigate the effect of possible adverse publicity. For example, the way in which the Tylenol fiasco was handled by Johnson & Johnson. "Public Relations are the management function that establishes and maintains mutually beneficial relationships between an organization and the public on whom its success or failure depends." (Kaplan, 8) It can be stated that the effective PR campaign Johnson & Johnson issued after the Tylenol debacle might have just saved their entire corporation. If not handled properly, they might not be around today. In the fall of 1982, McNeil Consumer Products, a subsidiary of Johnson & Johnson, was confronted with a crisis when seven people on Chicago's West Side died mysteriously. Authorities determined that each of the people that died, had ingested an Extra-Strength Tylenol capsule laced with 65 milligrams of cyanide Kaplan, 8-11). The news of this incident traveled quickly and was the cause of a massive, nationwide panic. These poisonings made it necessary for Johnson & Johnson to launch
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Approximate Word count = 1779
Approximate Pages = 7 (250 words per page)

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