Any work does not make sense if it does not bring results. Not to mention the work of a publicist, measured by the reputations of public figures and the businesses of large companies. The success of a PR specialist depends not only on the ability to use communication tools, but also on many other factors, as well as the character traits of the specialist, which can have a decisive influence on the outcome of the entire PR campaign.
Among a number of objective and subjective factors, there are several key components of a successful PR manager & # 8211; it is a quality brief, clear communication with the client and trust.
Brief & # 8211; this is the first detailed acquaintance of a PR specialist with his client and the basis for creating a communication strategy. Therefore, a quality brief should include information about the advantages of the company or public figure, which stand out against the competition, and the weaknesses and shortcomings. And having received a brief with a list of not very pleasant questions, the customer should understand it. For example, if in your youth you tried yourself in the profession of a stripper in a nightclub, and today you want to run for mayor of this city or go into big politics, it is better to mention this as a potential reputational risk. After all, then the publicist will always have trump cards in his pocket and will be able to work out crisis issues to anticipate information attacks and accusations from competitors.
Answers to brief questions and goal setting should always be as accurate as possible. Instead of the goal of “improving the company’s image”, a clear wording would be better, for example: “to demonstrate the company’s transition from an industrial producer to a high-tech enterprise.”
Also brief & # 8211; it is a way to learn not only about the goals and wishes of the client, but also to find out how the customer perceives the PR-service of his project. This will help set priorities and adjust this vision as needed. After all, it happens that the client, for example, once a week wants to see an extensive article about himself with beautiful quotes on five sites and in two newspapers, although this tactic & # 8211; it is an open advertisement that will not give the necessary feedback from the target audience.
Detailed and honestly processed by the client brief & # 8211; this is half the success of a PR specialist, and therefore & # 8211; and the customer.
The work of a PR specialist is significantly asked not not only a clear request for PR services, but also adequate communication & # 8211; that is, timely provision of information on current events and strategic plans of the company. After all, such information can affect the implementation of the communication strategy pursued by the publicist. Sometimes and radically change it. For example, if a customer suddenly decides to change his target audience from single housewives to mothers with many children or add a new direction of production. The optimal solution & # 8211; these are monthly joint meetings (if not more often) to discuss plans, ideas and news. The client and the PR specialist should become partners, not competitors or superiors and subordinates. It should be emphasized here that a PR specialist should have free access to the company’s management or a public figure and the ability to promptly receive comments on a particular issue. This is especially important in crisis situations, when it is necessary to appear in the media with a press release within 20 minutes.
The work of a publicist is influenced by the client’s trust , his confidence in the professionalism of the PR-specialist & # 8211; that is, the customer’s ability not to interfere in the current work with the project. I emphasize & # 8211; namely the current one, which is conducted in accordance with the communication strategy. After all, often the decisions that the customer insists on are based on personal preferences and perceptions or “because the wife / neighbors said so advised” & # 8211; without taking into account the general specifics of communication and PR-market rules. In the interests of the client & # 8211; carefully choose your PR, in the interests of PR-specialist & # 8211; do not go on a leash in the principle of “the client is always right”. Otherwise & # 8211; for both, it will end in failure and an unrealized communication strategy.
Each project is unique and requires a separate approach, and in order to build an effective communication campaign and achieve PR goals, it is first important to properly establish internal communication “client & # 8211; PR specialist ”.