All posts by : Danielle Pennington

Each new year brings with it an exciting opportunity to start afresh and make positive changes in both our personal and professional lives. It allows us to reflect on our experiences from the year before, celebrate the wins, and learn from the mistakes.

Though January weather can seem a bit grey and tedious, it’s the perfect time to harness that new year motivation and energy and throw yourself into trying new things and pursuing new goals. Journalists are fresh and ready to kickstart the new year with great stories, so you can use that to your advantage if you’re just starting out or want to shake up your existing PR strategy.

Look back before you move forward

First, take a moment to reflect. What went well in the previous year and what didn’t go so well?

Be honest with yourself and take note.

Review your business objectives and marcoms goals – they may have changed radically since last January. Look at how you can improve processes and methods that are no longer working to your advantage. Talk to your PR consultancy about how they would improve things and consider changing agency if they seem set in their ways.

Get everyone on the same page

It’s important to ensure everyone is on the same page both internally and externally, so invest the time in communicating your new strategy and goals throughout your business and with your PR agency. Everyone should be clear on what their role is in working towards business success.

Build your reputation, one step at a time

If there’s one thing the past few years have taught us, it’s that things can change incredibly quickly. Get ahead and prepare for potential challenges, don’t get caught off guard. A solid PR strategy can help with this. By building your reputation with the media, and in turn your potential customers, consistently, if a crisis was to hit you are more likely to receive the backing from those you have worked with and built a good relationship with.

Consistency in PR builds relationships and trust – and this goes for both journalists and customers alike.

As we step into January filled with enthusiasm, determination, and positivity it’s a great chance to start afresh and grasp the endless opportunities out there to gain PR that makes your business stand out

The bond between a public relations team and its client is pivotal. Regardless of the size, sector, or type of project, the strength of the relationship between the PR and client is the difference between success and failure. It is just as important, if not MORE important, than between the PR and the media. Without a good working relationship, your agency won’t find the stories that will make you stand out.

Here are some top tips to help your relationship flourish:

Ensure your PR team is well-equipped

Provide your PR team with the resources needed to understand your business and represent you effectively. This includes giving access to experts, senior leaders, relevant business information, and future plans. This is the best way to identify those unexpected stories that can be media gems.

Consider the PR as part of your team

The best way a client can support their PR team is by involving them in the business daily and updating them regularly. This ensures alignment, creates opportunities on both sides, and is more likely to reveal impactful stories.

Be firm on meeting deadlines

The client and PR advisor must have a mutual understanding of deadlines. Communication should be transparent about any deadline alterations from either side, particularly if they will impact something that has been promised to a journalist. It’s not acceptable to leave a journalist waiting or fail to meet their publication deadlines. Also, avoid leaving the PR team in the dark after they’ve sent materials for review – timely and clear feedback prevents unnecessary follow-ups and ensures deadlines are met.

Keep your PR informed

Update your PR team about significant organisational changes or projects. This helps them prepare appropriately for any queries about the company’s activities. Avoid surprises and foster a culture of open communication, which can prevent misunderstandings and unexpected events.

And most importantly…

Remember, your PR wants you to succeed

A good PR will always have your organisation’s best interests at heart and help protect and promote your brand. Foster a relationship where they can give constructive feedback.

By maintaining open and honest communication with your PR, you will have a long, happy, and successful relationship with them, and your PR activity will flourish.

For more information about Nurture PR contact: hello@nurturepublicrelations.com