Does what you are doing equal what people see?
PR is everything you do and say, everything that came before, and everything you do in the future. It’s important to look at PR in this way, even before you hire it as a specific discipline, because PR is ultimately about your reputation. Can you be sure yours is good enough?
I’ll give you an example based on my own recent experience: A local hotel restaurant had gone through a refurbishment and re-branding project, so I thought: let’s go and see what they have to offer. It’s local, so support it.
It’s in a fantastic setting, you walk through the doors and instantly feel like it’s going to be good – until!
How many steps to failure?
An incredibly polite and presentable host met us but she was very austere and rather comically took us through a two-minute booking-in process even though the restaurant, with more than 100 covers, had 18 people dining!
The menu was good, we didn’t have any problems choosing, so food and drinks ordered, it was time to sit back and relax.
However by the time the bread, wine and water had arrived it was clear the table was too small. After a quick shuffle of the menagerie of cutlery, crockery and drinking utensils the dinner plates just about fit.
The food was good, but my request for a condiment fell on deaf ears, and the cutlery was too small – doubled up on the starter cutlery!
And in the midst of all the pomp and ceremony the empty table next to us was randomly wiped down with concentrate disinfectant – enough to burn the hairs off your face!
I couldn’t help but laugh out loud when staff starting setting up the tables for breakfast!
Oh and did I mention the fire service inspection mid-course!
Yes 6 Steps in total to put off what could be a potential regular client and recommender, to help secure the future of a local restaurant.
The setting was A star, the new branding very polished, the interior design created the right ambiance, and the staff were friendly, if a little lapsed, but the PR message that stuck with me was it was trying to be something it wasn’t! What does it say to you?
Can you clearly identify the Steps that could cause you to fail in your endeavours and ruin the reputation you are working so hard to keep or create?