Making PR work in a recession
In this current economic climate it is vital to keep your profile high and raise your game over competitors.
One way of doing this is through PR, but many businesses, and unfortunately professional PRs, do not get the best results they could.
PR boss Lizz Clarke, Managing Director of LCM, has produced a ten point action-plan for businesses which need to “up” their PR game in a recession-battered world.
1. Create a realistic plan
Just updating last year’s won’t fit the bill. There’s a new mindset out there and one practical effect of this is that many publications will have fewer pages – less room for PR stories. You need to make sure what you or your agency offer hits the spot.
2. Tie PR closely to business priorities
PR can demonstrate a positive contribution to achieving business aims.
3. Get colleagues on-side
Take time to win over the sceptics. You can do that by demonstrating how the PR generated helps them achieve their own objectives.
4. Focus on what works
Be more analytical about what you do and stop things that get no results. Think more creatively about what could deliver better coverage.
5. Measure results
Choose a measurement methodology which matches the scale and purpose of your PR programme. Decide in advance what constitutes success; be realistic about what can be achieved. It will look better to exceed a modest aim than fall short of an ambitious one.
6. Brush up on your skills
No matter how long you’ve been organising or writing PR, it’s never too late to learn a new skill or brush up an old one. PR is changing at an ever-increasing pace and the people who are successful tomorrow won’t always be those who were successful in the past. This may mean having a frank conversation with your current supplier or your in-house team.
7. Look for new outlets
We live in a multimedia world and too much PR is still focused on print media. Of course, newspapers and magazines are still important, but take a fresh look at digital media. PR companies worth their salt will do this for you automatically on a regular basis.
8. Keep in tune with the spirit of the times
PR works well when it goes with the grain of what people are looking for. ‘Piggy-back’ on current trends, if you’ve got stories on how people or organisations are riding out and succeeding in the recession, now’s the time to give them an airing.
9. Stay positive
The world around you may look negative, but if you stay focused you can create great results. Just because things are tougher, it doesn’t mean they’re impossible. Look for fresh ways of tackling how you do things. Be more inventive.
10. Find some luck
Napoleon always said he chose “lucky generals”. In fact, lucky people are often those who take the time to look ahead and think about what might happen. Then when it does, they’re not the ones who are caught out.
If you work in a company that has resources to complete its own PR (or handle some of the work alongside an agency) you’ll find lots of practical help about how to become even more effective on the How to do your own PR Website.
The Website is the property of Peter Bartram who Lizz has co-authored with to provide the Perfect Public Relations Masterclass. Details of up and coming Masterclasses can be found on the How to do your own PR Website.
Alternatively you contact Lizz Clarke and her LCM team for an informal discussion about your requirements on 0845 345 6969.