TTE Newsletter

From Monologue to Conversation

Tips from a Seasoned Public Relations CEO

Jonni Hegenderfer, President and Founder of JSH&A Public Relations Agency, says, “Everybody has a customer, whether it’s a consumer or another business. And you may also have some other stakeholders – suppliers, business partners, or shareholders. No matter what the size of your business, what I think is really interesting today is that we are experiencing a world shift in how we talk to people and how we communicate and get our message out to all of our stakeholders. It used to be we had a monologue, we just told our story. Today stakeholders want more.”

A myriad of print, television, radio, and online resources are at the tip of our fingers anytime and almost anywhere. In a culture that has an abundance of news and experiences, how do you give even more?

Hegenderfer suggests the three “C’s” – make a connection, create community, and engage in conversation. How do you go from a monologue to a conversation? Hegenderfer has some tips:

• Become the go-to-community for your business
• Engage in and lead the conversation as much to convey facts as to problem solve, troubleshoot, and improve the product
• Have lots of access points that relate to what people are talking about
• Have lots of road signs for people to find you
• Welcome connection, community, and conversation on your Web site and look at feedback as an opportunity

Hegenderfer says, “People in general are very forgiving if you recognize their problem and commit to helping solve the problem. We know from all of the crisis public relations we’ve done over the years that you’ve got to recognize the problem, find out why the problem happened, and put in a solution. I would much rather have that on my site in my community where I’m an active participant, than have it happen in community throughout the world where I’m not engaged.”