Do YOU Have A Reputation For Excellence?
by George Olds
"Character is what we are; reputation is what people think
we are." - Anonymous
What kind of reputation do you have? Does it match your character?
Are you one of "those PR people", or a dedicated, credible
spokesperson?
Credibility is not bestowed on any of us; we must earn it. Your
statements must always be truthful - and supported by facts that
show they're true.
When you tell the truth, your reputation as an ethical communicator
is enhanced.
When your audience consistently gets accurate, timely information
from you, your reputation as a credible spokesperson is enhanced.
To maintain your credible reputation, you need to display your:
· public-spirited,
· plain-talking
· professionalism.
Public-spirited
Your news releases should place the interests of their intended
audience first, your client organization second, and yourself last.
Honestly, which sounds better:
"The Honourable Horace J. Somename, QC, LLB, President &
CEO of the Bigimportant Company, and Chairman of the Board of Directors
of Giveadarn Foundation announced today that…"
or
"Hundreds of disadvantaged people will benefit from a program
announced today by…"
When you explain how people benefit, you're perceived as being
on their side - in the public interest. That's a pretty good reputation
to have.
Plain talk
"Plain talk is the enemy of insincerity." - George Orwell
Free your writing from "bureaucratese". Do you "dialogue"?
Or "interface"? Why not just "talk"? Do you
"use" or "utilize" a pen?
Use words like "work", "help", "build",
"fix", "do" - all short action words that explain,
inform or describe what it is that the people you represent are
actually doing.
When your audience understands your message, your reputation as
an effective communicator is enhanced.
Professionalism
Product knowledge is paramount. The public has a right to receive
full, accurate information. Providing information to your audience
is your job, isn't it?
When you're seen as knowledgeable, your reputation as a reliable
content provider is enhanced.
Your presentation skills should be "best in class". If
they're not, your reputation will suffer. There are lots of places
to upgrade your skills. I found Toastmasters International to be
a helpful place to practise public speaking and to get valuable
feedback for skills improvement.
When your audience sees a polished message, your reputation as
a professional is enhanced.
The hardest thing to do with your enhanced reputation might be
to 'keep it to yourself'. You've earned your credentials - why not
brag?
Don't do it.
Does anyone actually believe the bumph of people who label themselves
as "Canada's finest communications firm"?
Excellence should never be declared - it should be displayed.
What kind of reputation do you want to have?
George Olds is a trainer, speaker and co-author of Never Say
"No Comment" - How Spin Doctors Answer Questions. He is
the President of Go4Results!
www.neversaynocomment.com
or www.go4results.com
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