A symbol of the holiday season, Christmas trees are ubiquitous this time of year. With decorations ranging from colored lights to monochromatic themes to earth-friendly and sport- inspired decorations, one just doesn’t seem complete without lights, ornaments, and of course, a bright star on top.
Abstractly, a Christmas tree is shaped like a pyramid—a wider bottom yields more decorations than the top. However, it’s that top star that is the showpiece of the display. Accordingly, a public relations plan takes into account each layer, making sure levels building up to the apex are balanced and support the top star.
A strong PR plan builds up strong base layers: charitable giving, media placements, strategic planning, and crisis management. Each of these components is an “ornament” of sorts that adds aesthetic and functional value to the tree.
Remember Charlie Brown’s Christmas tree? It was sickly. It wasn’t that Charlie Brown didn’t follow the proper steps of finding a Christmas tree, it was that he chose a tree lacking structure and stability—the necessary components to be sustainable. So when he placed the single ornament on top of the tree, it caused the entire tree to droop toward the ground.
Likewise, a corporation without a public relations plan to address all of its needs lacks fullness and stability. A healthy corporation will make sure it has a crisis communication plan, brand management, and all the public relations components essential to healthy and luminous corporate image.
By building up a strong base, the tree topper—an organization’s image—will be able to shine brightly.