Is your PR working hard enough?
PR is a powerful discipline when used effectively.
Businesses large and small rely on it; a valuable tool, whether to support the growth and profitability of a company, change public perception and encourage reform, or to raise awareness and drive support for a charity or not-for-profit.
PR is, initially at least, called upon for a variety of reasons:
- Getting a business or individual in front of the right people
- Positioning a company or individual as the go-to expert
- Launching a new product or service
- Supporting expansion into new geographical territories
- Managing reputational risk
- Raising the profile of individuals within the business
- To support fundraising activity
- Managing or facilitating organisational change, such as a merger or an acquisition
Gone are the days of unmeasured, unaccountable PR - today the PR industry enjoys much greater capabilities in terms of measuring results, with a wealth of technology platforms that allow us to provide a more meaningful analysis on the direct results of PR activity.
However, it would be remiss of me not to highlight the need for clients and consultants to work closely together to share data - such as direct enquiries into the business, website visits and feedback from clients and contacts. A PR consultant or agency team should be up-to-date with challenges and opportunities for clients’ businesses, allowing for an agile strategy and a proactive approach that makes a difference.
If asked, could you say how well your PR is performing?
It’s also important to say that PR isn’t a magic wand - profile building isn’t instantaneous and it will take time for the impact to be felt. Many of the benefits are long-term and will impact the overall value of the business. What’s more, it’s vital to get the entire customer journey right - once PR succeeds in driving sales, encouraging enquiries or giving a business the edge against its competitors, the right people must be networking in the marketplace, taking calls and securing those sales.
If your PR feels overly tactical and lacking in strategy, missing a partnership approach and genuine understanding of your business, or without analysis of results and progress, it’s perhaps time to consider alternative options.