Public relations are crucial to controlling public perception of your business. Even if you don’t have the budget to retain a PR firm, you can still manage your public image. As usual, one of the best ways to learn tactics is to look at other’s successes and failures. PR is no exception.Conveniently, BusinessWeek compiled a digest of last year’s best PR moves and worst PR gaffes. This is good reading. From Hewlett-Packard pretexting brouhaha to the O.J. Simpson tell-all book to the Taco Bell E. coli scare, these examples case studies in what not to do. When you face your own crisis, you’ll want to avoid the missteps of these companies even if the scale of your calamity is much different. The examples of savvy PR moves, from Richard Branson to Wal-Mart, are equally useful, but it’s always more interesting to pore over the train wrecks.
For ongoing expertise on the PR front, be sure to check out Professional PR Business Advisor Nettie Hartsock.