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How can you ensure your press release is respectful to all stakeholders?

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A press release is a powerful tool to communicate your message to the media and the public. But it can also backfire if you don't consider the impact of your words and tone on all the stakeholders involved. Stakeholders are anyone who has an interest or influence in your organization, such as customers, employees, investors, partners, regulators, competitors, and communities. How can you ensure your press release is respectful to all stakeholders and avoid damaging your reputation and relationships? Here are some tips to help you.

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Poonam Malpure

Deputy Manager, PR & Communication at Swan Energy Limited

1 Know your audience

Before you write your press release, think about who will read it and what they care about. What are their values, expectations, needs, and concerns? How will your press release affect them? How do you want them to feel and react? Write with your audience in mind and use language that is clear, relevant, and respectful. Avoid jargon, slang, acronyms, and technical terms that may confuse or alienate them. Also, avoid making assumptions, generalizations, or stereotypes that may offend or exclude them.

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Poonam Malpure

Deputy Manager, PR & Communication at Swan Energy Limited
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To ensure that the press release is respectful to all stakeholders, it is essential to begin by thoroughly understanding the audience. Your audience can include customers, investors, employees, industry bodies, or the general public, and each segment of the audience has different expectations. For instance, investors might be concerned about financial performance, while customers may be more interested in product launches and their benefits. As PR professionals, we must craft our message with a very specific focus on each shareholder and use language that resonates with their values and interests.

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2 Be honest and transparent

One of the most important principles of press release ethics is honesty. You should never lie, exaggerate, or mislead your audience with false or inaccurate information. Doing so can damage your credibility, trust, and reputation. You should also be transparent about your sources, motives, and intentions. Don't hide or omit important facts or details that may affect your audience's understanding or perception of your message. Don't use vague or ambiguous words that may imply something that is not true. Don't spin or manipulate your message to suit your agenda or avoid criticism.

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Poonam Malpure

Deputy Manager, PR & Communication at Swan Energy Limited
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Honesty should be the cornerstone of every communication. Providing accurate information and avoiding exaggeration is crucial for maintaining trust with your stakeholders. Any form of manipulation or distortion of information can have severe and lasting consequences. It's important to state the facts in a clear and concise manner, leaving no room for misinterpretation. While making the press release transparent is ethically sound, it is also essential for safeguarding your organization's reputation.

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3 Acknowledge and address issues

Sometimes, you may have to write a press release about a sensitive, controversial, or negative issue that affects your organization or your stakeholders. In such cases, you should acknowledge and address the issue in a responsible and respectful way. Don't ignore, deny, or evade the issue. Don't blame or attack others or make excuses. Don't minimize or dismiss the impact or consequences of the issue. Instead, show empathy and compassion for those who are affected. Explain what caused the issue and what you are doing to resolve it. Apologize if necessary and express your commitment to improve.

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4 Seek feedback and approval

Before you distribute your press release, you should seek feedback and approval from your internal and external stakeholders. This can help you ensure that your press release is accurate, appropriate, and respectful. It can also help you prevent or address any potential conflicts, misunderstandings, or objections that may arise from your press release. Ask your stakeholders to review your press release and provide their comments, suggestions, or concerns. Listen to their feedback and make any changes or corrections that are needed. Thank them for their input and cooperation.

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Poonam Malpure

Deputy Manager, PR & Communication at Swan Energy Limited
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In sensitive situations, open and transparent communication is essential. By involving stakeholders and management in the review process, you can identify potential areas of conflict or disagreement and address them proactively. This can prevent further damage to relationships and reputation. This can also enhance trust and credibility, as stakeholders see that their voices are heard and considered.

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5 Monitor and respond

After you distribute your press release, you should monitor and respond to the reactions and feedback from your audience and the media. This can help you measure the effectiveness and impact of your press release. It can also help you maintain and strengthen your relationships with your stakeholders. Pay attention to how your press release is received and reported. Acknowledge and appreciate any positive or supportive responses. Address and resolve any negative or critical responses. Clarify and correct any errors or misunderstandings. Engage and communicate with your audience and the media in a respectful and professional manner.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you ensure your press release is respectful to all stakeholders?

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6

1 Know your audience

2 Be honest and transparent

3 Acknowledge and address issues

4 Seek feedback and approval

5 Monitor and respond

6 Here’s what else to consider

Public Relations

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How can you ensure your press release is respectful to all stakeholders?

1

2

3

4

5

6

1 Know your audience

2 Be honest and transparent

3 Acknowledge and address issues

4 Seek feedback and approval

5 Monitor and respond

6 Here’s what else to consider

Public Relations

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