Nancy Glasgow, a public relations representative for All America Pest Control, Orlando, Fla., works with the media on a daily basis and recommends the following tips for establishing a public relations program at your company.
- Develop a formal communications plan for your company. Determine your company’s standards and objectives and establish public relations steps that will communicate your company’s goals to the community. A good source to use as you design or plan is the National Pest Control Association (NPCA). The NPCA has step-by-step press kits that will be a great help in formulating your communications plan.
- One of the easiest steps in your plan can be press releases on promotions, appointments or other achievements for local and industry media. Most newspapers and business publications have some sort of "progressions" column that is ideally suited for this type of information.
- Designate a company spokesperson. The spokesperson should be knowledgeable, readily available and a good communicator. Inform employees that all media calls should be routed to the company spokesperson.
- Develop a crisis management plan and be sure that all your employees understand it. In case of a crisis, one person (possibly your already designated spokesperson) should be the media’s source of information. Questions posed to any other employees or branches should be referred to the designated spokesperson.
- Be a source of information to the media, general public and the business community in your town. Let these people know that you are available to answer their questions about pest control, insect behavior, chemical awareness or any other related topics. This open communication will build valuable relationships and create confidence in you and your industry.
- Become a part of, and give something back to, you community. Get involved in civic and charitable organizations that have special meaning for you and your employees. Donate your services to a favorite charitable cause.
- Always be responsive to the media. Reporters and editors are often on a deadline and need information immediately. If you have to call a reporter back, do so promptly, If the media can’t depend on a timely response from you, they will quickly turn to another source.
- If you read an interesting article in an industry publication, clip it out and keep it on file. Offer your clippings to the local media for story ideas or reference.
- Be sure to give your employees the training the need to do their jobs well. They are your most visible representatives in the community and they should thoroughly understand your services and products. Make sure their appearance and demeanor inspire consumer confidence. Even the company vehicles should reflect your company’s professionalism.
- Respect other people’s fear of bugs. If you are being interviewed, or are giving a talk at a school, or doing anything involving the general public, be aware that many people are afraid of bugs. Avoid going into details that might "gross out" your audience.
- Refrain from using technical language. Once you begin speaking in industry jargon, your audience will lose interest. Use language everyone understands.
- Be aware of legislative activities concerning your industry so, if asked, you can provide an informed answer or opinion about recent legal developments.
- Always be honest with the media. If they find out that you have been less than truthful with them, they will lose trust in you.
- Try to foresee any concerns in your community and address them immediately. It is better for you to face any problems head on and provide answers without being asked.
- Don’t overlook your existing customers. Send them a newsletter featuring interesting pest control facts or tips. Do this on a regular basis. Maintaining contact reminds customers that you are thinking about them and value their business.
For more useful public relations advice for your business contact: Nancy Glasgow, Chernoff Silver & Associates, 2500 Maitland Center Parkway, Suite 109, Maitland, Fla. 32751, 407/875-1919, FAX 407/875-0666.
Explore the September 1991 Issue
Check out more from this issue and find your next story to read.
Latest from Pest Control Technology
- TAP Showcases Unique EPA-Registered Insulation Solution
- Atticus' Growing Pest Management Product Portfolio
- Bobby Jenkins Named the 2025 Crown Lifetime Achievement Award Recipient
- Abell Pest Control Marks Five Years of ‘12 Days of Giving’
- Built-by-Owner Home? Look for Surprises
- The Pest Rangers Acquires O.C.E. Pest & Termite Control
- The Professional Pest Management Alliance Expands Investor Network
- Big Blue Bug Solutions’ Holiday Lighting Event Sets New Viewership Record
