More and more organizations are realizing the value of Public Relations. However, few public relations professionals actually understand the theoretical concepts behind the communications they send out. The goal of organizational communication, most notably corporate communication, is to maintain a professional and positive image of the organization, and to repair damage to that image should damaging implications arise.
PR pros must have a working knowledge of the image restoration techniques that William Benoit comprehensively covers in his book Accounts, Excuses & Apologies. Think about this: when you’re been accused of something or your company has gotten bad press, do you deny it? Do you blame someone else? Do you accept responsibility but try to offer a reason? Or do you apologize and seek forgiveness? These are all common responses to adversity, and Benoit walks through the positives and negatives of each.
Media relations and public relations gurus should have Benoit’s book located squarely on their shelve for quick reference because as we all know—you never know when you’re next challenge will present itself!