Ingredients for fruitful PR
Great results are the hallmark of a successful PR campaign, but it’s a strong and productive relationship with our clients that can give us deepest satisfaction.
We support clients in many different ways because they are all individuals with different needs, pressures and goals. The common theme is a real return on investment, but there the similarities end.
Some set us free to be creative and innovative, taking a back seat. Others prefer close collaboration. Some set strategic challenges, like giving them a clearer voice in a specific sector. Others prefer to see where our efforts can lead across a breadth of sectors and target audiences.
But all say it’s easier and more rewarding having health PR specialists on the team, working as virtual partners. All we ask is return, to make the partnership as mutually fruitful as possible, is that clients offer the following ingredients:
Trust us. We weren’t hired to be a ‘yes’ team, we were hired to advise based on our knowledge and expertise. We wouldn’t be doing our jobs properly if we didn’t disagree occasionally on how to convey key messages, but we will always have our clients’ best interests at heart. So do listen to our ideas - we know the media landscape, what makes a story, the pitfalls and how not to do it.
Challenge. It may be on the strategy we suggest or the strategy we did not suggest, but set your PR team a challenge to achieve excellence. See if we can do it!
Engage. Toss your ideas and suggestions into the creative pot – they can prove stepping stones to crystallising a strong PR campaign or key message.
Honesty. We can take a hint, but if for any reason you are not happy tell your PR team straight so we can set about putting matters right.
Be clear. If we have a clear brief – priorities, objectives and deadlines - we will succeed.
Regular contact. Work with Gravitas to ensure proper procedures are in place and we have a clear chain of command/ first point of client contact. Reply quickly to our calls/ emails – a timely response can be the difference between getting coverage and not. Tell us about news - new contract wins, prominent case studies, products, internal changes, CSR initiatives etc, to feed the news pipeline.
Flexibility. Be ready to react fast. The media is a fast-paced world and they don’t wait for our clients to catch up, so if an opportunity arises we may need spokespeople to drop other things and give us their time there and then.
Swift approval. Many press releases are newsworthy for a limited time period, so please understand if we nudge for prompt approval. It may be that we need to hit the news desks while an issue is ‘hot’, or respond to a journalist request/deadline - and for the client’s sake we do not want to fail.
Key messages. Having access to the client’s experts, product/service literature, internal communications like newsletters and knowledge of business plans, needs and pressures may mean we spot something newsworthy or worthy of in-depth treatment.
Ask what else we do. PR stretches far deeper below the surface than may be realised. And, while we may be providing a good service in one area (and may focusing all our efforts for you here) why not ask us about something else you’ve heard of. We’re probably doing it right now for another client.