Engineering Inc. - January/February 2004 - (Page 27)

c o r p o r a t e citizenship, as m u n i c a t i o n s at KCI Techno- m i g h t result from leading logies Inc. in Hunt Valley, Md. highly visible community causes Johnston, a former journalist, or sponsorships. And, if possi- joined the firm 11 years ago to b l e , developing strategically help strengthen the company's crafted promotional campaigns public relations initiatives. One v i a television, radio or print of her first priorities was build- assures that a specific company ing a mailing list of key local image and targeted message is and national journalists to offer communicated. t i m e l y company news. She launched a quarterly newsletter Planning Your Program t h a t briefly highlights KCI's For one example of a successful current projects and is redesign- public relations program, con- i n g the KCI Web site so that sider the efforts of Laura John- communications are consistent ston, director of corporate com- across print and online. 10 Tips for PR Success 1. Seek experience: Obtain the expertise of a seasoned public relations pro, rather than training a public relations leader on the fly. 2. Get on the same page: Have management sign off on a strate- gic public relations plan that includes measurable results. 3. Get a second opinion: If management doesn't trust the public relations plan, have an outside public relations consultant review the plan or recommend adjustments. 4. Maintain a consistent message: Make sure management and gradually waking up to the value dle Pollock, corporate market- of systematic public relations. i n g principal at Walter P. the public relations team describe the firm using the same lan- For example, NAE conducts Moore, a 300-person engineer- guage, themes, mission statement, etc. 5. Keep score: How often, where, when and how is your company t r a i n i n g programs that show ing firm in Houston. e n g i n e e r i n g firms how to A solid public relations plan mentioned in the media? These metrics will help plan future pub- b e c o m e valuable resources to aims for long-term success over lic relations initiatives. 6. Don't quit: Many firms give up on their public relations efforts t h e news media. Many pro- s h o r t - t e r m prominence. For g r a m s include question-and- example, an engineering CEO too soon. Building relationships with the media can take more might crave a quote in The New a n s w e r sessions with working than a year. York Times. That one-time cov- 7. See the big picture: Understand how your firm is qualified to journalists. erage, however, will likely fade Compared to five or 10 years comment on regional, national and global stories involving from readers' memories within a ago, more firms understand and safety, energy, technology and other timely topics. 8. Think ahead: Determine what role your firm can play in news few days. u s e public relations at some A more strategic approach l e v e l , says Link. And more events pending legislation, renewal projects, etc. that are a would involve developing work- f i r m s understand the impor- year or more away. 9. Look inside: Promote news coverage about your firm within ing relationships with journal- tance of having good relation- i s t s at key publications, Web ships with the media. your company so that all employees see the benefits of public s i t e s and media organizations T h e challenge, of course, is relations. 10. Get Internet savvy: Web sites should prominently promote f o r whom your firm can for engineering firms to identify b e c o m e the go-to source for their short- and long-term pub- recent press releases, media coverage, public relations contacts engineering expertise. lic relations priorities. If you're and upcoming events. Also, consider including downloadable, A solid public relations plan starting from scratch, you have high-resolution photos of your executives and client projects. involves more than just attract- to identify the public relations i n g the media. It also can goals and audiences that your Sources: HNTB, Walter P. Moore, NAE and Engineering Inc. include improving a company's firm wishes to reach, says Ran- research. J a n u a r y l February 2004 ENGINEERING INC. 2 7

Table of Contents for the Digital Edition of Engineering Inc. - January/February 2004

FROM ACEC TO YOU
ASK MEMBERS
NEWS & NOTES
LEGISLATIVE ACTION
IT'S PARTY TIME
CONSENSUS ON QUALITY IN VERTICAL CONSTRUCTION
CCD/EEA SCHEDULE
GETTING YOUR WORD OUT!
MEMBERS IN THE NEWS
ONE ON ONE

Engineering Inc. - January/February 2004

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