Tag Archives: clients

PR in what?

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My favorite thing is to go where I’ve never been.” ― Diane Arbus

So, you want to be a PR professional but you’re unsure of the industry? It seems to be a trend among many young professionals. You know you want to pursue a position in the field, but you’re unsure of which industry. With an overwhelming number of options, like beauty,
healthcare, fashion, travel and many others, deciding on what’s best for you can naturally seem like a daunting task. Not to mention having to decide if you’d rather be in an agency or work in-house.

Is there a solution? Not really. When it comes to narrowing in on where you’d like to focus your efforts, it’s always best to start off with something you think you’d enjoy doing. Sometimes
people are surprised by how drastically their perspective changes once they are submersed in the industry and realize it’s not what they anticipated.

The best piece of advice I’ve been given is to tap into areas that are unexpected, and begin to build experience across a wide range of industries. This might even mean choosing an agency position in order to dabble across a few different clients. The agency choice might open up your eyes for which industry you don’t want to work in. On the other hand, in-house allows you a unique specialization that provides you with knowledge about how it fully functions.

The benefits of working with a variety of clients are the insights you are able to take away from the work and apply throughout different industries. For instance, providing strategies and
solutions for a client in the fashion industry might assist with directing your approach with a technology company. The insights you gain from developing tactics around the progress of a new ready-to-wear line, may add value to a technology client who is looking for a strategic way to build a brand identity that emphasizes a fashionable lifestyle.

Many individuals undervalue the experience they receive from an industry they have little knowledge about, or little desire to pursue. The challenge here is to take the opportunity to gain a new perspective and approach to understanding how a specific industry might use public
relations to inform that of another industry.

It’s important to remember that you are gaining valuable experience about how public relations can help a company as a whole. Rather than emphasizing a particular industry, don’t be afraid to branch out and dip you toe in the water of a new industry. You might be surprised about what you can takeaway from the experience.

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PR & the Weather: When Mother Nature Throws A Snowball

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Wherever you go, no matter what the weather, always bring your own sunshine.
 Anthony J. D’Angelo

Admit it. The winter weather has power, and a lot of it. After just being hit with winter storm Maximus, the city is being slammed with more flakes and freezing rain. So what impact does the adverse weather conditions have on business? More specifically, how does the weather impact public relations?

For starters, businesses function and depend on transportation. Whether it’s commuting in to work, or making deliveries for clients, there is an undeniable reliance upon the world of planes, trains, and automobiles. It all goes back to the old adage “if you bought it, a truck brought it.” The interesting thing about this topic is the wide range of industries impacted by transportation. It doesn’t matter if you work for a tech company, a restaurant, or a luxury fashion label – in some way or another your industry relies on some form of transportation.

When the colder weather arrives, it is important to consider ways in which your client’s business or industry will be impacted by delays or cancellations. This includes understanding how
transportation (or the lack thereof) may cause some public relations issues, or a crisis situation. Below I’ve compiled a list of impacts that you may face with your client, or your client’s business. As well, I’ve included potential ways to alleviate the issue, and prepare for a scenario before it takes place.

  • Internal Relations – When the weather gets bad, you need to consider the safety of all your employees. While you have a duty to your clients to be punctual for meetings,
    or conference calls, one thing you can’t control is the weather. The last thing you want to do is jeopardize people’s safety. In this situation, being prepared is key.
    If you are aware of potential weather conditions, have communication material ready to be distributed to your employees. This should include what will take place if it is unsafe to travel to work. If there are scheduled meetings to take place that day, be sure to have a strategy in place to reschedule or make the meeting virtual.
  • The Client – If you own your own firm, or work for an agency, you need to be prepared to communicate to your client about the inclement weather. Make sure you bring home client numbers and contact information if you are not able to travel to the office. Keep in mind that not all clients will be located in your city. Business is as usual on their end.
  • The Audience – If you manage in-house communications, have proper material in place for letting your audience know the effects of the weather on your business schedule.
    This includes operating hours or intended early closures. The best way to alleviate
    frustration due to a surprised closure is to inform the public as soon as possible
    about any changes.
  • Understand the Industry – As I mentioned above, each industry of public relations will be impacted by weather conditions differently. Road closures can impact the delivery of
    sample garments required for a magazine shoot happening downtown. On the other hand, scheduled flights for a celebrity’s interview with press might be canceled.

Make sure you’ve considered these scenarios and potential solutions, especially ones that
impact your industry directly. It all comes down to being prepared for these situations before they occur.

What other ways does the weather impact public relations? Tweet me @Sam__Dickson

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