It’s no secret that corporate PR clients are under increasingly intense pressure to do more with less – less money, less staff and less time. If there’s anything we can learn from the product design and manufacturing industries, it’s that there are ways to make our PR processes leaner – that is, more efficient, faster and at higher quality levels.
As overworked executives, corporate PR folks are often forced to be reactive. To keep tasks moving, they pass them off to their staff or their agency as soon as possible … sometimes just a little too soon.
In many cases, we can go faster by starting slowly. By forcing ourselves to take extra time upfront, we gain the benefit of considering the entire task at hand – from start to finish. We can gather everything needed to accomplish the task. And we can identify and explain our goals, preferences and specifications to those who will be involved.
Here are five steps that can help accelerate your PR projects, while stretching your budget by cutting costs, eliminating re-work and reducing cycle time:
1) Take the time to define the project in detail – approach, objectives, resources, timing, budget, targets, key messages, etc.;
2) Once the project is defined, share this definition with the internal people who will be involved in the final approval, so there’s a consensus of purpose. Get them on-board and alerted to the timing at the onset. For example, on news release projects, we’ve found that nothing causes more delays and changes than the approval process … in some cases this back-and-forth can double or triple the project’s total cost;
3) Once internal alignment is secured, gather and pass all the necessary information to the staff or agency person who’s going to handle the project. The more complete the information and direction provided upfront, the more likely the first iteration will be on-target … meaning less or no re-work (as well as more satisfaction);
4) Start working immediately on artwork, photos or video needed to support the project. There’s no sense in streamlining the writing portion of the project if the artwork delays the project’s completion or adds rush charges in order to meet the deadline; and
5) After the project is completed, identify improvements that could be made to your process for the next project.
What have you done to make your PR processes leaner?