360PR Blog

A quick note:  The following article was published in The Publicity Club of New England‘s January Newsletter.  If you’re local and not a member, the Pub Club is a great resource.

Just before the holidays, I had the pleasure of hearing Talbot’s CEO Trudy Sullivan speak about the company’s reinvention. Rather than more talk of belt-tightening and cutbacks, Sullivan remarked that marketing continued to be “priority spending” for Talbot’s.

Sullivan and many other executives recognize they need to continue to tell their brand story in a down economy. Budgets are tighter all over, but consumers, investors and others are still listening. A brand or organization that goes dark or curtails communication while competitors forge ahead can easily be forgotten, or at least set back.

Without knowing, the PR industry has been preparing for many years for what lies ahead in 2009. We are faster, smarter and more precise as an industry in pinpointing audiences and creating actionable awareness. Now, more than ever, PR has an opportunity to add value. Here are just a few thoughts on how:

Asking questions to leverage and amplify other marketing. CMOs know their budgets have to work harder, and PR should not operate independently. Is there a SEO campaign that PR can contribute to? Are there promotions PR can help fuel? Rather than creating a free-standing PR event, is there something already funded that PR can get behind? Thinking about PR more broadly can extend its value.

Redefining and repositioning to be relevant in a down economy. One could argue in this economy there is a need to step up communications, in order to ensure relevancy. How is your brand or organization relevant in a down economy? PR people are masters at positioning and storytelling and can help.

Creating a deeper connection. Consumers are still spending, though spending more thoughtfully. What value-added content can your brand or organization provide that will deepen the connection with your target audience? PR is accustomed to going beyond the tagline to tell a fuller story and create more context and that can result in a more meaningful connection.

Leveraging social media. PR firms are playing a lead role in helping clients navigate the social media waters, where there are seemingly endless opportunities for brands to reach and activate their targets. Social media is fundamentally about relationships. The “R” in PR has never been so important.

Being a resource to leaner editorial staffs. From The New York Times to Mashable, editorial staffs are significantly leaner heading into the new year, making a good PR person more valuable than ever.

Preparing for the worst. There is no time like the present to dust off that crisis plan or talk with your PR team about developing a plan if you do not already have one to communicate with stakeholders around financial or other issues.

Measuring – even when they are not asking. Of course, no one will know PR’s value if it goes unmeasured. Even if clients and internal teams are not asking, stay out in front with dogged measurement of results. Monitor Web traffic, downloads, key word searches, sales, reach, share of voice and more at key points throughout a campaign.

While 2009 may not be a banner year for the PR industry, there is plenty potential for a silver lining.

Filed under: Industry Organizations, PR Industry |