KEEPING YOUR PR COUNSEL IN THE LOOP IS JUST GOOD BUSINESS

Your PR team can only do its best for you if you keep them in the information loop.

Your top PR executive or outside PR counsel should always be part of your key decision-making team. As part of the “in crowd,” PR can provide early insights on how the public or the media might perceive corporate policies or actions that are under consideration. That will save you PR headaches in the long run.

Use your PR team's unique set of skills wisely. Armed with the right info, they can take on any issue and develop a public information action plan that is strategic, proactive and on-point. They can also craft statements that can ensure your message is communicated in just the way you want it to be.

All too often in the corporate world, PR professionals are informed after decisions are made. They're seen as the mere packagers of messages, the writers of news releases. Or, even worse, they're charged with putting the genie back in the bottle when they hear some corporate news from media sources — and need to react. Then, they're left to scramble, shifting into a crisis mode to develop a credible, defensible position for the company. That's a waste of time and money.

If you want to maintain a good image, keep your PR team close to your decision-making process. They should be your strategic partners.

In the long run, that will make you a stronger, more credible company that's ready to handle any media salvo that may come your way.