Getting the most out of PR & marketing

I’ve been around the industry for more than two decades, and have seen the marcomms world move on HUGELY since lobbing out press releases was the stock answer to every PR brief. Of course, releases and media relations have their place – if they’ll meet overall objectives and fit with a cohesive strategy which may well draw together some, or all, elements of the marketing mix.

But PR and marketing communications should also be FUN. And fun can often mean more effective. What’s most engaging for your customers, referrers, suppliers and staff? A steady stream of “news” that’s about as inspiring as your average house brick (by the way, I do believe house bricks could be inspiring if only they had the right PR), or hitting them right where they live with an experience, a lively viewpoint, or inviting them in for a two way conversation?

And the sort of positive customer – and media – relationship built through that approach can be doubly important if things go, well, a bit awry. If things turn nasty, journalists and your customers alike are more inclined to listen, and give the benefit of the doubt, if they have had previous good experiences with you.

Does help if you’ve already done your crisis planning, too. Think of it as the public relations equivalent of a cold steak or handy ice pack – takes the sting out.