By | Tom Lawrence | www.entrepreneur.com
For anyone working in PR advisory or agency-side, our goal should be to eventually make ourselves redundant. Or, over time, reduce the retainer required for the outcomes we provide.
This isn’t a particularly popular view point within my industry, but after nearly eight years working in PR, it’s one I am willing to stand behind. Let me explain why.
Move away from measuring clippings
When I speak to startups or even corporations in a new business capacity, they tend to be looking for predefined, measurable outcomes. 15 pieces of coverage from a fundraising announcement, 10 clippings in targeted tier one and two publications for a new product release. This is understandable, and sometimes even necessary – in the startup world for example, investors may expect you to have negotiated an ambitious ROI for your marketing spend. This though, is a short-sighted approach.
Instead, think about how to create sustainable communications. This is the long-term approach whereby your comms activities become more efficient as your PR leads and marketing teams learn how to communicate on behalf of your brand, allowing spend to become more targeted and ultimately decrease your reliance on external PR advisory.