For some, PR is an afterthought, PR becomes part of the mix because a company has grown to a size where it feels compelled to hire PR input, and other times it becomes a function to help the busy marketing manager fulfill departmental demands!
In both cases the reasoning is random, if not a knee jerk reaction, with little or no meaning or intent.
We’ve all been there, the very nice discussion about calling in the PR cavalry to deal with the rapid growth of a business, the manic workload, and demanding deadlines that rest on the shoulders of an inexperienced marketing person.
Or the last minute phone call on a Friday afternoon that declares a desperate need for PR support for an incredibly important and meaningful event – on the Monday morning!
This is nothing less than a chaotic approach to PR. Simply an afterthought after every other avenue has been explored.
At the beginning not the breaking point
Engaging with PR should start right at the beginning, not at breaking point. It’s about having the processes in place to allow PR to co-exist as a valid function within a company.
Maybe you’ve put a lot of energy into getting your branding right, the brochure is nothing less than a masterpiece, you feel proud to share it, maybe your website is the same, a visual masterpiece, this in itself is good PR but it isn’t where communication stops.
I’m working with a company who planned PR into their strategy for growth, they knew exactly how it would work within their company, and what they wanted it to achieve. They engaged PR right at the very beginning and in no less than three months of developing their messages, and ensuring consistency of communication amongst their defined audience, they had won a hundred thousand pound contract as a result.
Take the mantle, plan your PR communication, make it part of your agenda, your management meetings, or Friday afternoon jaunts to the pub, and embrace the very positive impact PR can have on a business. Don’t allow your PR to be an afterthought.
Is it included in your marketing strategy or not?