PR on the touchline

This post will be pointless in under 2 hours – as I’m writing before the start of the Rugby World Cup final game between England and South Africa.

Earlier this year, held its AGM at Twickenham and heard about public relations at the RFU.  Tonight the guys with that responsibility must be prepared for a range of eventualities, depending on whether the outcome is win or lose.

PR planning is important – but life is really like a World Cup final, we cannot predict exactly what will happen.  We can be prepared – have our spokespeople briefed for the positive or negative outcome – but often we’re left biting our nails as the game unfolds.

In this case, there is little that PR can do to influence what fate will deliver.  But in advance, it will have been vital for the PR team to have helped build relationships with the key media, ensure that expectations are realistic and, should things not go their way, reputations of individuals are not destroyed.

Over in Brazil, similar PR nerves will be on edge in the McLaren team as Lewis Hamilton readies for the challenge of his life.  Again, will it be front page headlines or a nightmare on the sports pages? 

Life in PR doesn’t get more exciting than this. 

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Heather Yaxley PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.

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