With the national unemployment rate close to 10%, it’s a safe bet that businesses are rolling back their budgets to preserve their bottom line. When companies aren’t even investing in their employees—they most certainly aren’t interested in plumping their corporate budgets to invest in Public Relations services.
However, a June 2009 Forbes Magazine insight study suggests that forging long-term relationships with PR firms can deliver the most value for a company. The study found that the majority of CEOs and industry strategists felt communication professionals should play a more active role in developing and implementing the company’s business strategy.
In these tough times, it might be more cost-efficient to hire a PR firm to handle small projects. (e.g.,. promote events, write press releases, write marketing materials). Yet in the long-run, a better media message can be communicated when businesses merge a partnership with their PR firm.
When businesses form long-term relationships with PR firms, both companies develop vested interest each other’s successes and failures. You do you best work for someone when you actually care about them, right? Developing this interest starts when companies engage the PR firm in the strategic planning, goals, and objectives of their business. Businesses should include PR professionals in strategic meetings, the strategy implementation process, and more importantly in evaluating the successes/failures of their actions.
When the PR firm fully understands clients’ strategy, goals, and objectives, the message can be effectively crafted to meet client needs. In this collaborative relationship, the PR firm now provides value—instead of just providing simple copy services for a retainer fee.
Where the disconnect may lie in the debate on hiring PR agencies for the short term v. long term, is that in this study, CEOs were less likely to view communication services as a business resource. Yet the resources many PR firms supply are endless. Most importantly, PR firms:
1. Provide an outside, objective viewpoint.
PR firms can provide fresh, unprejudiced views of a client’s strengths, weaknesses, and public perception. This viewpoint is extremely helpful in anticipating business obstacles when developing business goals and objectives.
PR Firms often contract from a variety of companies across industry lines, so they can furnish outside knowledge from a multitude of sources. As a business owner, what better way to attract new clients, than to meet with the PR Firms than handle their message and know their trade?
Forging this knowledge base and relationship in the long-term can only be beneficial for the client. A long-term relationship allows the PR firm to fully understand the client’s needs and challenges, which is lost when a business hires many PR firms to provide different, individual services.
2. Save YOU Money.
PR Firms often provide an assortment of services. Contracting out your communication needs saves you the expense of hiring and training staff in all areas of communications expertise.
For your benefit, Inspired PR & Strategic Writing provides strategic planning, public relations, media relations, crisis communications, translation editing, copywriting, , editing, and proofreading for clients.
So while using PR companies for small services may increase your net cash flow through this recession, taking the time to form meaningful communications relationships can enhance your public reputation, brand perception, and client list for years to come.
Sources:
http://www.prarticlelibrary.com/PRBasics/MoreThanInk.htm
http://www.aboutpublicrelations.net/blglossary.htm
Good article