The first post in this series explained that you have to commit time or money to get public relations results – perhaps both. The second post explained what to do if you are in the ‘more time than money’ camp. This third and final post is for you if you are time poor and money rich (as the saying goes).
If you have money available but little time then engaging the services of a pr consultant is your way forward.
To get the most out of the relationship, in terms of results and a bigger bank for your buck, you need to work with whoever is doing your public relations and not leave them to get on with it. Communication, and regular communication at that, is the key.
Let’s continue with the fitness analogy and I’ll explain how working with a PR consultant / team is like taking out a gym membership. Stay with me …
Just paying for a gym membership will not make you fit (more’s the pity … trust me, I’ve tried it!). You have to invest your time and effort in order to get any results.
The same principle applies to working with a PR consultant. Just paying their fee, whether as a retainer or for a project, will not mean you get the results you need – you have to invest some of your time and effort to make sure the PR is following the right path to get your business to where you want it to be. It’s your business and you know what your plans are and what you want to achieve so don’t leave your PR team in the dark – they’ll be good (hopefully), but they are not clairvoyant! Simply sitting back and hoping for results will have the same ending as paying for a gym membership and not turning up … nothing!
Things change – your business objectives, your competitors’ products/services, your thoughts, your budget (whether it goes up or down), priorities, etc, and your PR strategy needs to be able to change too to keep track with what is going on with your business. By communicating changes or ideas with whoever is doing your PR, and regularly reviewing activity, they have the best chance of getting great results for you.
I work best for clients when there is two-way communication. I always inform clients that the initial PR strategy / plan that I put together for them is unlikely to be the same as the one we will be using at their six or even twelve month review. Nothing is set in stone and PR strategies / plans are written so they are flexible to accommodate any changes along the way.