The public’s perceptions of the health and well being of a company can be formed by the publicity the company and its leaders receive in the media. And certainly no business or individual wants negative publicity that will taint the current “state of the business” or images of the company and its leaders. Positive public relations are very important to all businesses and require a dedicated strategic thinking effort to achieve the desired results.

The impact of media coverage and positive media headlines can mean an enhancement of your company and your individual image in the communities and the markets where you do business. Yet, there are so many times and so many examples of public relations efforts being done in an unhealthy manner. The PR Doctor has developed a prescription for you to use to prevent unhealthy public relations. The prescription includes the following ten (10) prescribed strategic actions.

Prescribed Strategic Action #1: Develop a clearly defined strategic integrated marketing communications plan with a well-defined strategic action plan for the public relations element.

Prescribed Strategic Action #2: Develop a clearly defined identity or brand for your business and consistently reinforce that brand.

Prescribed Strategic Action #3: Develop a clearly defined target market.

Prescribed Strategic Action #4: Develop a realistic budget for your public relations efforts and make sure your expectations are matched by an appropriate budget.

Prescribed Strategic Action #5: Differentiate your company by avoiding the use of buzzwords from your industry or business sector. Tell why your company is different from what is already out there.

Prescribed Strategic Action #6: Be realistic in your expectations for media coverage. Be cautious not to expect Fortune 500 coverage just because you sent a news release to the media.

Prescribed Strategic Action #7: Write news releases that add personality and energy so it will stand out from all the other news releases being sent to the media. Develop great sound bites and quotes and avoid those blatantly self-serving statements about you and your company.

Prescribed Strategic Action #8: Provide verifiable evidence for whatever claims you make in a news release. The media will want proof.

Prescribed Strategic Action #9: Review the final news release or media communication to ensure it communicates what you want to say. Avoid having the attorneys and engineers be the final decision maker on the writing piece.

Prescribed Strategic Action #10: Develop strategic media lists and always keep them up to date.

The PR Doctor encourages you to develop a plan to prevent unhealthy and damaging public relations for you and your business. If you would like to learn more about how The PR Doctor can facilitate and guide you in that endeavor, please contact Glenn Ebersole today through his website at or by email at

Author's Bio: 

J. Glenn Ebersole is a multi-faceted professional, who is recognized as a visionary, guide and facilitator in the fields of marketing, public relations, management, strategic planning and engineering. Glenn is the Founder and Chief Executive of two Lancaster, PA based consulting practices: The Renaissance Group, a creative marketing, public relations, strategic planning and business development consulting firm and J. G. Ebersole Associates, an independent professional engineering, marketing, and management consulting firm.

He is a Certified Facilitator and serves as a business coach and a strategic planning facilitator and consultant to a diverse list of clients. Glenn is known as "Your Strategic Thinking Business Coach" and is the author of "Glenn's Guiding Lines - Thoughts From Your Strategic Thinking Business Coach" a monthly newsletter and has published more than 340 business articles. Glenn develops and presents seminars and workshops on marketing, public relations, business ethics, strategic thinking & planning, crisis communications and crisis management. He also has many professional speaking topics with a few of the most popular being:
1. "Success in the Years Ahead Through Marketing or Divine Intervention"
2. "How To Prevent Foot In Mouth Disease - A Prescription From The PR Doctor For Healthy Media Relations"
3. "What To Do Before, During and After It Hits The Fan - A Plan For Crisis Management"
4. "The Business of Ethics and The Ethics of Business"

Glenn has also been called "The PR Doctor" due to his experience with writing prescriptions for healthy media relations; his treating & curing some unhealthy media relations for clients; his presentation of seminars and workshops on how to work with the media; and his considerable experience in advising and counseling clients in dealing with crisis communications with the media.

Ebersole began his multi-faceted career in 1970 with the Commonwealth of Pennsylvania and worked in various transportation-related departments. During his government service he traveled throughout the United States directing a variety of special transportation-related projects, including involvement in the marketing and public relations parts of these projects as well. During his state government service he received accolades from legislators and cabinet members.

Ebersole’s distinguished career includes working with several internationally known celebrities on special projects and numerous personal speaking appearances at local, state, national, & international conferences across the country. Glenn acts as a publicist and provides professional management for artistic & athletic personalities, including retired NFL players.

A native of Lancaster, PA, Ebersole is also a Registered Professional Engineer in five states and has a Bachelor of Science Degree in Civil Engineering and a Master of Engineering Degree in Engineering Science from the Pennsylvania State University. He is listed in: Who’s Who In The East; Who’s Who In Finance & Industry; Who’s Who Of Emerging Leaders In America; Who’s Who In Advertising; Who’s Who in Science and Engineering; Who’s Who In America; and Who’s Who In The World. He is also a lifetime member of The Pennsylvania Society.