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Reputation – What is really at stake?

Posted by Media Relations on Tuesday, October 4th, 2005 - Comments »

When one thinks about reputation as it pertains to Public Relations, the image that comes to mind is of the PR Account Manager delicately handling the reputation of clients.

However, client reputation is not all that is at stake. What many people do not understand is that the PR professional walks a thin line between protecting the client’s reputation and, indeed, protecting how their own agency is perceived.

Just as an executive is cautious when selecting an agency to manage his/her company’s public relations and marketing program, the PR agency must also take care in selecting clients. Not all firms have respect for the relationships that PR pros have carefully built with the media over time. These same executives do not realize the implication that being late, or failing to show up, to an interview may have on their PR agency’s relationship with the media.

It is hardly surprising, therefore, that many journalists and editors have little respect for public relations professionals, who are continually frustrated by having to personally take the brunt of their clients’ mistakes.

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