01 feb Basisprincipes Arthur Page – 32

In de USA is Arthur Page de ‘founding father’ van het communicatievak. Ter inspiratie* zijn zeven basisprincipes.

1. Vertel de waarheid.

Let the public know what’s happening and provide an accurate picture of the company’s character, ideals and practices.

2. Bewijs door het te laten zien/actie/doen.

Public perception of an organization is determined 90 percent by what it does and 10 percent by what it says.

3. Luister naar de klant.

To serve the company well, understand what the public wants and needs. Keep top decision makers and other employees informed about public reaction to company products, policies and practices.

4. Kijk vooruit.

Anticipate public reaction and eliminate practices that create difficulties. Generate goodwill.

5. Organiseer public relations alsof de hele organisatie ervan afhankelijk is.

Corporate relations is a management function. No corporate strategy should be implemented without considering its impact on the public. The public relations professional is a policymaker capable of handling a wide range of corporate communications activities.

6. Authenticiteit van de organisatie komt tot stand via het gedrag van de medewerkers.

The strongest opinions — good or bad — about a company are shaped by the words and deeds of its employees. As a result, every employee — active or retired — is involved with public relations. It is the responsibility of corporate communications to support each employee’s capability and desire to be an honest, knowledgeable ambassador to customers, friends, shareowners and public officials.

7. Blijf rustig, geduldig en goed gehumeurd.

Lay the groundwork for public relations miracles with consistent and reasoned attention to information and contacts. This may be difficult with today’s contentious 24-hour news cycles and endless number of watchdog organizations. But when a crisis arises, remember, cool heads communicate best.

* Geïnspireerd door publicatie in Communicatie NU, pagina 167. **
** Arthur W. Page Society