You’ve Just Been Cast as a PR Leader – Now What?

This weekend’s Oscar Academy Awards show has me pondering the roles of newly made public relations leaders who are far from being typecast. This economy has companies shaking up the responsibilities of executives, directors and managers. So what is one to do when they’ve been surprisingly granted a part as the chief communications advisor to the executive team, or director of public relations? Here’s where I would begin.

Request the following from the public relations department:

-organizational chart and job descriptions
-vision statement
-strategic plan
-status reports
-standard operating procedures
-communication pieces – newsletters, brochures, e-blasts, fliers, etc.
-approval process
-crisis communication plan

Initially, the last two bullets are the most critical. You’re now responsible for whatever materials come out of that department – both internally and externally. Find out what communication pieces are reviewed at the manager, director and executive levels. Those which target an external audience are the most critical and require the most scrutiny.  

If your request for the crisis communication plan is met with a blank stare, you just found your first project.  All organizations, large and small – for profit and non-profit, have an equal opportunity to find themselves thrust into the spotlight.  You’ll want to ensure talking points for the organization are accurate, determine how media calls are handled, who speaks to the media, who has had media training and who has not. That’s enough to get you started, but trust me – there’s more.

Your new role is exciting, but if your background doesn’t include anything related to communications or public relations be prepared for some potentially dramatic storyline changes. Are you ready to take a call from an investigative reporter, handle the fallout from a typo in a brochure misrepresenting your company’s annual revenue, or bring together community partners who are vital to your organization’s success but want nothing to do with you or your business? Don’t go it alone. Even Brando had an acting coach.

Ever been in this situation? Share your advice or experiences below.