Posted by Media Relations on Saturday, January 13th, 2007 - Comments »
You cannot underestimate the importance of having company-wide support for any public relations program. Without the buy-in from the team members that live and breathe your client’s industry, you are going to find it difficult to be successful.
It is the team members that interact with customers that have the best idea of what their prospects want. They know the pains and issues that customers face and how they want your client to address these issues. This is your content right here. These are the people that you rely on to tell you what’s going on in the industry and to provide valuable nuggets that you can convert into compelling media pitches.
Why is it difficult to gain buy-in?
Oftentimes, it is all to do with company communication. If employees do not understand why the company is implementing a PR program and what the end objective is, they will find it very difficult to support and contribute to the program. It is therefore important to communicate to the entire team at the start why you’re pursuing a PR program and how it supports your corporate strategy. Outline the end objective and how success will be measured; describe the tactics that will be deployed in support of the strategy and how the ultimate objective will be achieved.
Once the entire team is on the same page, it is much easier to elicit ideas, trends and concepts. They understand what you are looking for and you do not run the risk of an important PR concept being left undiscovered.