HOW TO GET THE MOST OUT OF YOUR PR TEAM
If you've decided to engage a PR team it's a solid first step in any company's marketing efforts - especially in industries as competitive as beauty, wellness and medical aesthetics.
And while a PR can achieve wonders for your brand, remember that a truly successful strategy requires your active participation.
HERE ARE FIVE TIPS TO HELP YOU MAKE SURE YOU'RE GETTING THE MOST OUT OF YOUR PR.
1. KEEP THEM IN THE LOOP.
Communication is essential in any successful, ongoing relationship. This might seem obvious, but many companies seem to have a terrible habit of bringing in a new agency for an extensive "data dump" at the beginning but ongoing communication takes a nosedive as things get busy internally.
From patient trends to strong results, pop a note over to your PR. Treat them as part of the team, not like an external supplier.
You might also consider inviting your PR team to listen in on internal sales and marketing calls. In short, great ideas might be percolating that you didn't realise had any PR value. And a good PR will be able to spin these into a story.
2. PROVIDE ADEQUATE LEAD TIME.
We’re very good at working quickly and to a deadline for that matter - but things always work best if you remember to give your PR a heads-up at least a day or two before you push something live, particularly significant product updates or major business developments. This at least gives the agency time to write up the correct messaging and reach out to relevant members of the media with the best possible story.
3. PROVIDE TIMELY RESPONSES TO REPORTERS.
There is nothing worse than achieving a fantastic opportunity for a client and then hearing absolutely nothing back.
Media and bloggers are often under intense pressure to file a breaking story (or three). If a journalist has a question or needs a comment approving, responding as quickly as possible not only helps secure your brand/profile’s inclusion within the press, but it makes everyone look good, including you.
This is also applicable to interview opportunities that you've sought; remember that media schedules are filled quickly, so taking advantage of these opportunities requires responding in an appropriate manner and please, please show up on time.
4. CONSIDER THEIR COUNSEL.
You hire a PR because they know the industry, have a plan to achieve your communication goals, and understand how to engage journalists and bloggers on the "beat." They should be the experts of their domain; trust their advice. Often in a crisis, people lose track of the bigger picture. When executives panic, the marketing team falls under pressure to fix the situation quickly. Rash moves can backfire. It's beneficial to look to your level-headed agency team and consider their guidance.
Bonus: If you trust and value your PR partner, their perspective can provide insight and clarity well beyond marketing or communications.
5. GIVE CONSTRUCTIVE FEEDBACK.
It's crucial to give feedback. Let your agency know what's working with the PR --and what's not. Good PR partners want to understand what makes their client tick so that they can be more effective and achieve the best ROI for you.
PR should be all about boosting the bottom line. A tight relationship with your PR team will help ensure that the time and money you spend on agency engagement nets expected returns--and then some.
