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Getting the Best from Your PR Consultant

Hiring a PR consultant can be a game-changer for your business or charity, but only if you know how to make the most of the relationship.

Done right, it can boost your profile, open doors to new opportunities and help you navigate tricky situations with confidence.

Done wrong… and you risk frustration, missed opportunities, and wasted budget.

This autumn, I’m celebrating 18 years of running Grainger Public Relations, helping clients achieve measurable results. Here are my top 10 tips to ensure your investment in PR pays off.

  1. Set clear objectives, early

Tell me what success will look like for you – are you seeking to demonstrate impact for funders, boost your profile ahead of a recruitment drive or prepare for a threatening crisis? Where do you want to be seen, and who are your audiences?  Clear goals set expectations and ensure we’re heading in the same direction. Otherwise, you’re heading for disappointment and frustration.

  1. Keep me in the loop

PR is only as strong as the insights I’ll get from you, so involve me in key meetings and strategy discussions so I can plan ahead for launches, spot opportunities and manage potential risks early. Some journalists work months and months ahead, so telling me you’re seeking national What’s On? coverage two days before the event won’t cut it.  And, if you’re seeking a thought-leadership piece timed to a specific national event, you’ll be in a queue, so let’s diary that in as early as possible.  

  1. Be open and honest

I need the full picture, even the awkward bits, especially during a crisis.

The more I know, the better I can help you craft clear, factual and proactive messaging instead of rushed reactions which might backfire.

  1. Let me in!

With all due respect, a time-stretched CEO can’t be my only point of contact. Connect me with your wider team who can feed me information as we go.

  1. Respect the process

This is a relationship so, just as I’ll respect you, I’d ask that you reciprocate.  As well as supporting you, I’m assisting journalists who work to tight deadlines, so if I request an image, quote or approval, a quick turnaround is key. Waiting a week can mean a missed opportunity that might not come our way again.

  1. Meet and talk regularly

As I say, PR only works as a partnership. I can’t achieve your goals alone, so let’s have regular check-ins to review results, discuss what’s working and adjust plans when needed.

  1. Celebrate your coverage

Let’s make the most of every single piece of publicity.  Share press and media wins internally, from TV clips to online articles, to inspire your team and encourage new story ideas. Then share them externally too, through newsletters, funder updates, and Board reports.

  1. Be realistic about what PR can (and can’t) do

PR is powerful, but it’s not magic and one-hit wonders are, generally, just that. Some stories will merit more interest and coverage than others and some are at too early a stage to shout about.  So let’s be realistic and explore other options for stories which might not set the heather alight as press stories, but which still need to be told.

  1. Treat PR as an ongoing investment

You’ll gain more with consistency. PR works best when we build momentum over time, not just in one-off bursts.  Let’s build our relationship and keep the ball rolling.

  1. How will we know it’s working?

If your new PR is scared of this question, perhaps they’re not the right fit for you. I’ll feed you in-depth coverage reports and can work with you or your team to highlight the effects on website traffic, social engagement, sales and inquiries.

If you’re ready to put these tips into action and see the real impact of strategic PR, let’s talk. I’d love to help you share your story – claire@graingerpr.co.uk or 07912 324 264.