Many say finding a great friend or partner is like finding a needle in a haystack. The same can be said when searching for the right public relations firm to help your company move the needle on business goals and objectives.
At the Holliday Collaborative Agency, one of our clients came to us with a request to lead and develop a media relations campaign for a public event that aimed to connect people to essential resources.
Before my arrival, our client held a similar event intending to assist 100 people, with only 49 individuals in attendance. After thorough research and garnering data from the event organizer, our agency created and executed an effective media relations strategy to advertise the event. Due to the implementation of our media relations strategy, which included media pitching and reaching out to media contacts, we connected 414 individuals to resources. That is a 314% increase from their goal and a nearly 745% increase from the previous event.
While these are significant numbers, success can come in incremental movement. Whether you’re a small business, non-profit, government agency, political figure, or large corporation, all entities have a needle or needles they want to move.
That could be increasing awareness of a campaign, receiving buy-in from community members on a project, securing a media interview to promote an upcoming event and more. No matter how big or small the task, a PR agency can use the art and science of Public Relations to execute and measure the end goal desired by your company or organization.
PR professionals use the Research, Planning, Implementation and Evaluation (RPIE) method to assess moving the needle. This method includes collecting data, discussing effective strategies and tactics to reach the desired outcomes. When putting those strategies and tactics into action, the PR professional assesses the effect and results to determine if the end goal was met or needs adjusting for future projects or campaigns.
Business leaders continually gauge ways to discover what’s working or what needs improvement in the overall business model. All sectors must consider brand reputation and effective messaging to your target audience in their business model. This is where PR firms can help meet that need.
Alternatively, a PR agency may need to consult with their client to review goals and objectives to assess expectations. Part of a strategic and successful PR campaign or outcome is leveraging the SMART model, which is centered around (specific, measurable, attainable, realistic and timebound) goals and objectives. The SMART model helps measure outcomes more realistically.
Most pertinently, remember that there are many tactics to reach your objectives. Sometimes, there are better methods to get to your audience than having a press conference. You have social media, e-newsletters, billboards, community meetings, and more to engage with your audience and share your message.
It might be worth looking in the mirror and re-evaluating how you connect with your clients and stakeholders to guarantee your team keeps all options open to discover other ways to move the needle. There’s no such thing as a one-size-fits-all approach to public relations, and neither is finding the right partner to help you move the needle.
LaMar Holliday
LaMar Holliday is the CEO/Owner of the Holliday Collaborative Agency – a public relations/communications/marketing firm in Indianapolis. Prior to his agency, Holliday served in some high-profiled public relations and marketing roles for the American Red Cross, City of Indianapolis and the Indiana Department of Transportation.