The One Thing All Great PR Programs Share
by Terri Eyden on
By Scott H. Cytron
Great PR programs are created to accomplish three simple goals: improve your reputation, ensure loyal clients and customers, and increase your bottom line. I'd like to say it's more complicated than that, but it really isn't.
Yet, when you break this down, what's the one thing all great PR programs share? They all find a way to stress the differences from their competition, or they figure out what makes them unique and then design their PR programs around those differences.
If you're scratching your head wondering what those differences are – or think you don't have anything unique to offer – then you should definitely spend some quality time thinking through them. I've never met a firm or accountant yet who wasn't unique in some way.
Here are two primary ways to think about it:
- Most obvious and one that shouldn't need any explanation: What are your niche services and specialties?
- Next most obvious: What niche industries do you work in? Working in a certain industry (and you probably have more than one) demonstrates your focused knowledge, insight, and experience.
Now to the less obvious:
- Capitalize on your advanced designations and credentials. You worked hard to get these, so tell your clients and prospects about them. You worked hard to obtain these designations, so talk about them, especially when you're going head-to-head against another firm for the same business.
- Become a published author. Not everyone has the ability or inclination to publish; if you've done this, promote your writing. There's an old PR tale that says it's not the article itself that's important; it's what you do with it once it's published.
- Schedule semiannual "touch-base" discussions with clients. Hopefully, you have open communications with your clients all the time, yet, there are some great benefits to scheduling time with them to talk about what they like about your firm and what could be improved. Ask for transparency, then find a way to weave their responses into your PR efforts.
Finding a way to differentiate yourself isn't difficult, but it does take some thinking. Spend some time doing this, and you'll be much further ahead on creating a dynamic PR program.