If you are used to me by now, you will know that I don’t mean “Public Relations” in the first “PR.” So what do I mean? Personal Responsibility, of course! If you are a Public Relations honcho and depend on that to pay your bills, lower your hackles and read on!

Of course, “PR Campaigns End PR Campaigns” is a simple way of putting it, as there are many more factors to consider in a typical PR campaign. Just consider these few and see how your organization measures up!

If Personal Responsibility is a given for your organization, then it ensures that your stakeholders not only see your brand and hear about it, they experience it firsthand, too! That’s from CEO all the way down to the lowest-ranking telephone receptionist. Makes you think about what functions you want to outsource.

If Personal Responsibility is a given for your organization, then it ensures that your people make it their business to not just excel in their own functional areas, but develop a genuine and working interest in adjacent functional areas. That interest translates into being able to recommend viable alternatives for customers and introducing them to products they might not be aware of. It translates into the customer being assured that the employees of the company know their stuff well, an indicator that the company’s products can also be trusted.

If Personal Responsibility is a given for your organization, people are eager to come to work because work gives them a sense of fulfillment, that they are not working simply to earn money to pay bills, but are actually making a positive difference in people’s lives.

If Personal Responsibility is a given for your organization, your staff are eager to engage with and develop good relationships with customers, suppliers and other staff in different Departments or Divisions. There would not be a need to teach them how to network – they would be giving you suggestions! When there are great relationships with customers, you get returning customers and that is good for your bottom line.

If Personal Responsibility is a given for your organization, your brand becomes robust, yet attractive. Your customers and other stakeholders flock to you because they trust you. And the reason they trust you is because Personal Responsibility is so obviously felt in all your staff.

When Personal Responsibility is a given, Public Relations can be free to do what they ought to be doing. Establishing great relationships with the greater and wider public so that more customers are drawn to and engage with your brand.

What’s the level of Personal Responsibility in your people? How about you?