Failure to join and actively support their activities, particularly in the area of legislative and regulatory relations, is to fail to understand that you will rise and fall together. The PR function of trade associations can range from very active and very good to invisible and dismal. It is an essential aspect of doing business today. Failure to Actively Communicate with Customers. Many companies that are highly dependent on the good will of their customers fail to even provide them with a quarterly or semi-annual newsletter telling them about the quality of the work you're performing or the quality of the products you're selling them.
Customers always welcome news of new products.
A customer newsletter is a PR function. Failure to Actively Communicate with Employees. There's something of an American tradition to have an adversarial relationship with employees, despite the benefits you may extend. Often they feel like they are the last to know what's going on in the company. True, some things have to be withheld in their early stages of development to avoid industrial spying by your competition or for other valid reasons, but your employees are also your front line for communicating the positive aspects of your company's products, services, and other programs.