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.
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.