Pr In Action

PR in Action

Public Relations is composed of many marketing tactics that enable companies to enhance credibility and image. It can also assist in developing goodwill and influences public opinion. Forms of PR tactics are speeches, special events, news releases, and annual events. PR is targeted to a specific audience. It's a very affective way of saying who you are, what you do, and how you can make a difference. Effective PR comes in many forms. Most of us are more familiar with flyers, brochures, and websites. There are many other tactics that can be used depending on the needs of the company or organization. Which one to use would depend on many factors such as the objectives of the organization, size, and location. It would also depend also the characteristics of the audience and the organization's budget. Some examples of effective PR strategies include publicity, special events, newsletters, press releases, charitable contributions, sponsorships, and thank you letters.

One example of public relations in action regards anti-abortion activists. Almost ten years ago, anti-abortion activists had to revamp their image in the aftermath of attacks on two abortion clinics. John C. Salvi III was sentenced to life in prison without parole for killing two people in a rifle shooting rampage in December of 1994. The trial portrayed Mr. Salvi as a terrorist that represented anti-abortion causes. During the trial, he showed no remorse for the deaths or for the deaths of innocent bystanders. To him, he was acting out a noble cause. (Goodman, 1995)

The general public assimilated this movement as violent and hostile. Because of the often angry protests with picketers at the abortion clinics, many feel this action is creating and condoning vigilantes like Mr. Salvi.

Because of this situation, it's given the pro-life cause a bad name. This is not what the movement is all about. One is not considered to be pro-life if he goes around killing people.

The group feels that much of the real blame can be directed towards the news media that gives very discriminative coverage. Every story you read gives the reader then conclusion that pro-life is assumed to be a negative movement. However, opposite is really the case. If anything, the cause is to promote human life and not destroy it. They disassociate themselves with this act of violence. Even evidence at Salvi's trial showed that he did not belong to any activist group or association. However, this tragic event has given the pro-choice activists the ammunition needed to induce the public to perceive them as nothing more than terrorists instead of right to all life activists in which they really are. (Goodman, 1995)

From my perception of what happened and from my PR readings, I believe that this organization should have been out in the open right away denying any association with Mr. Salvi. I think trying to put out fires after the damage is done is more harmful than just dealing with anticipated bad publicity. They could have possibly showed more compassion or showed their support by raising money for the families of the deceased and denouncing all acts of violence. They needed to make a stand ASAP and gain the public's trust or at least their respect. Sometimes, I think by doing nothing, the public may perceive this as the act was accepted by the party. I believe more should have been done to show that there wasn't any association to these crimes and acts of violence.

Another example of effective public relations practices is participation in special events. Special events can be an effective way to draw attention to an organization by bringing people to your place of business or bringing your business to another location. Some examples of special events are fund raisers, open houses, award ceremonies, and speeches. As the store manager of an AT&T Wireless Services retail store, I have used this practice successfully on a number of occasions.