For Immediate Release
October 29, 1997

Barks Tells Area Business Leaders: Effective Communications Means Better Community Relations

Barks Communications President Edward J. Barks offered insights to area business leaders on strategies for improving community relations by making practical use of everyday communications tools.

"It all boils down to communications," Barks explained. "It makes no difference if your competitors are in Winchester, Virginia, or Winchester, England. It makes no difference if you are Microsoft going up against the Justice Department, or a small firm trying to convince a local zoning board. If you are selling a product or fighting a regulatory battle, you need to communicate a strong and unwavering message to the media, to your community, and to regulators."

He advised the audience to include their employees at every level in the planning process. "Get everyone involved -- your senior management, public relations staff, technical personnel, and especially the people on the front lines. After all, your front line workers are your company's face and voice as far as the community is concerned."

His comments came this evening before the Marsh Institute for Government and Public Policy's program "Understanding and Influencing the Regulatory Process," a six-week course held at Shenandoah University. The institute was established by former U.S. Rep. and Secretary of the Army John O. Marsh, Jr.

Barks also urged the participants to recognize that they deal with numerous publics on a regular basis. "The media, the community, and regulators represent three publics with which every businessperson today must communicate effectively. And the reality is, separate strategies may well be in order for each group.

"Good communications is no luxury in today's competitive global marketplace. Proactive outreach, using all the tools at your disposal wisely, now qualifies as a business survival skill," said Barks. "Whether it's an interview with a reporter, a speech to a community group, or a letter to your member of Congress, you must consider what message you need to communicate and how you can best get that message across to your publics," Barks said.

He listed a series of everyday communications tools business leaders can use to better communicate with the media, the community, and regulators.

Barks Communications specializes in media, public speaking, and legislative and regulatory testimony training for businesses, associations, and non-profit organizations. The firm also offers related services, such as managing media events, and writing speeches and legislative and regulatory testimony. In addition, company President Ed Barks speaks to groups seeking to enhance their communications strategies.