Internal Pr Action Plan With 3 Case Examples Title: Building An Effective Communication Strategy

1708 words - 7 pages

IntroductionThis article provides a primer on basic public relations and both internal and external communications strategy for wholesaler-distributors. We review key elements of an effective communications strategy and discuss best practices that can be used by both large and small distributors. The bottom line: All distributors should have a strategy to preserve investor, supplier, and employee confidence. Publicly traded distributors need to go farther and build a professional corporate communications department to deal with all external and internal stakeholders.Trying economic times and shaken investor confidence demands wholesale distribution executives communicate effectively to preserve credibility.Corporate and personal reputations are under siege and the era of the beloved rock-star CEO may have ended. Financial accounting scandals, shareholder lawsuits, and questionable industry practices abound. Sadly, the wholesale distribution industry has not been immune from these stories.Allegations of channel stuffing, misrepresenting financial performance, and the bankruptcies of dozens of failed roll-ups are just a few stories to grace the headlines in recent months. In some cases, whom you supply or partner with may also drag you kicking and screaming into the limelight. While many allegations have yet to be proven in a court of law, the court of public opinion has reached its final verdict.The fall-out is affecting private companies, too. A recent Gallup poll found that only 44 percent of all U.S. employees believe their corporate leaders are doing what is best for their employees.Who's minding your message?Effective communications means more than just "spin" you put out to the press. Your corporate communications must reflect genuine actions, practices and commitment to ethics. The old adage of public relations still rings true today: "You can't polish B.S. It only makes a bigger mess."The acts of an organization coupled with the interpretation of those acts by the public forms the opinion of your company. Your communications program is integrally important in helping to shape the opinions of your key audiences and leverage your reputation to advance your corporate objectives and preserve the goodwill toward your brand. All world-class U.S. corporations spend significant time, money and effort in managing their communications. Distributors with sound communications programs tend to be well respected industry leaders.Everything from earnings announcements, hires, layoffs, accidents, new accounts, charitable donations, or even the way your truck drivers pass through a school zone is like a stone being tossed into a pond. There are many ripples emanating from the source.Communications is the process of proactively identifying and managing the ripples that might turn into waves which can hurt your company.You are minding your message if you can answer "yes" to all of the following questions:1. We have a communications plan.2. There is a single...

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