Engineering Inc. - January/February 2004 - 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
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