Public Relations Promotion:
Having a Presence in the Community

Your organization’s name may be familiar, but does the public only hear about you when you are promoting your own interests? Specifically, is your organization publicizing itself in a way that makes the community like you?

The mere mention of certain celebrities, companies, or events can evoke positive images. The same holds true for your organization. The community’s perception of your organization is based on more than just the information you share.

Developing a positive image involves putting your name in front of people. There is nothing like name recognition, a fact demonstrated by candidates who win elections based largely on voter familiarity with their names.

Accomplishing the goal of getting an organization’s name before the public can involve anything from participation in disaster relief efforts or sponsoring free community events, to partnering with other organizations in financially supporting projects that will improve life for area residents.

When Katrina struck businesses like Old Navy, Coca-Cola, Wal-Mart, and American Airlines among others received extensive media coverage for their efforts in helping disaster victims. Likewise, singer Harry Connick Jr. was out offering assistance to victims, while others like author John Grisham were donating millions for disaster relief. While their efforts were sincere, they also gained by having their names in front of the public in a positive fashion.

But promoting a positive image doesn’t have to wait for tragedy. Major corporations often sponsor stages at music festivals across the country. The result is that the mention of their name reminds people of the good times they had at such events.

Each spring, Schaeffer Eye Care Center in Birmingham, Alabama, sponsors a crawfish boil. The event runs two days and features bands playing in the street, food vendors, artists, and other attractions. Every time I hear the name Schaeffer Eye Care, I think of seafood, live music, and fun with friends. As a result, Schaeffer would be the first place I would visit for eye care. You can’t buy publicity like that.

Just as certain names and organizations create positive perceptions, the same also holds true for negative connotations that exist for certain politicians, companies, or products. Certain organizations struggle for years with the albatross of a bad image. The reason is that there has been bad publicity in the past, yet no attempts have been made to rehabilitate their image.

Is your name associated with scandal, unethical business practices, poor service, or other situations? If this is the case, it is your job to help in rebuilding a new image. The failure to regain a positive name for your organization can ultimately overshadow other efforts.

Getting the name of an organization that already evokes a positive image before the public is easy. The only challenge is finding creative and effective ways to accomplish that. Promoting an organization that is regarded less favorably presents more of a challenge, but is crucial.

Getting an organization’s name before the public can be accomplished both for a popular establishment along with one that may have baggage, and is a basic responsibility of any public relations professional.

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