63. Focus on What Really Matters
You might be tempted to respond to a crisis by sharing every detail, but keep in mind reputation management is about sharing what the public needs to know, not what you want to say. Be content with providing just enough information so they understand your response. Focus on giving a good level of detail to those who are actually impacted by the problem.
64. Focus on the long term, not the short term
Businesses are ever more conscious of the values of lifetime customers and customer relationship management. The key here is to recognize keeping your customers satisfied for the long term is more important than the immediate sale or the profits from it.
Likewise, treat the press as you would a customer. Don’t place today’s story above the long-term relationship. If the media say no and you’ve tried to convince them otherwise, letting go is advised. Preserve the relationship so that the media concerned will continue to be friendly and receptive when you call with your next pitch.
65. Act ethically
Never violate your code of ethics for PR or any other business pursuit. The media, in particular, are better able than other people to spot unethical behavior. If you try to pull a fast one on the media such as offering a bribe, chances are they will spot it and it will backfire terribly. Good business ethics maintain your reputation and enhance your assets. People who trust you are more likely to do business with you.
66. Plan, Plan, and Plan
For every outreach make sure you have a plan. The plan is just the start but will help you get through the intricacies required for your success. Make sure your plan defines explicitly what the key deliverables are and how they measure success.
67. Always Preserve your Integrity
Integrity is the cement that must be in place to assure your promotion. Integrity means not compromising yourself and taking the high road whenever you can. Don’t let rivalries with your competition distract you from taking the high road. Stick with the right decision even when you know it may not be the most popular decision.