When speaking to business owners, I often hear stories of frustration about marketing efforts that did not work or money wasted on communications efforts that did not pay off. A consistent observation I’ve made about these stories is that much of the time, the efforts have been one-offs, the expected results have been oversold and the initiative was tried by one or two people in the company with others not aware of it. In my own experience before CIPR Communications, I can’t tell you how many times I learned about a sale, promotion or new effort to reach customers from my customers after the fact rather than internally before the effort was launched – it was always amazing to me!
A colleague recently reminded me of the importance of treating yourself as your best client. By treating yourself as number one you ensure you are putting your best foot forward – but when it comes to communications and public relations that can be hard. Sending that tweet, writing that news release, updating the website … all seem to be tasks that can easily be pushed to the bottom of your to do list, but can be relatively quick, painless tasks that can yield results for your business when you do actually get them done.
So as the next quarter approaches I challenge you to put these 3 things at the top of your to do list and start treating yourself as your best client.
Compare this to digital advertising where you can specifically target exactly who sees your ad and pay for the impressions or engagement you want. You can track what your target audience does with the ad – do they click through to your website? If they do, how long to they spend there? What pages do they look at? Did they sign up to your e-newsletter or do whatever else you may have asked them to do?
The interviewee was using Skype – so the background, the lighting, and the level of distraction were all in his hands and his hands alone. As television news networks rely more heavily on connecting with their guests through video conferencing it is becoming even more essentially to be aware of yourself and your surroundings during an interview.
The main downfall organizations face during PR executions like this one is not taking the time to build appropriate relationships online before engaging in a broader campaign. When a company does anything outside the box they need to make sure they have the allies to support them – the easiest way to build that base in our current PR climate is via social media.
My suggestion for your expectations? The 9/10 rule. Empower them to deal with 9 out of 10 questions or problems that come their way on social media and elevate 1 out of 10 to you. Let them know that of course the numbers will vary given the day, topic, or situation, but that the spirit of the 9/10 rule is trust in their social media expertise and their establishment of the voice of your company's social channels.
We had the opportunity to foster an online relationship between our client, The Horny Toad Saloon and its customers. Gradually, loyal patrons of our client became loyal patrons of our client’s Facebook page. In less than four months their Facebook account acquired 153 likes, 184 check-ins and made 33,000 impressions on people’s newsfeeds – 12,000 of those came in the October alone.