Working in marketing communications, and for me predominantly in PR, I inevitably fulfil a role as part of a team. Several moving parts need to come together for successful campaigns. Because I tell my clients’ stories on their behalf; to get them noticed. And talked about and better understood; it’s critical that I can access strategic content from the business.
And this is where my role in the team can shift around faster than an Aussie breakdancer.
Topics and ideas bubble out of some of my clients, and I pursue their leads to execution. With others, a lot of energy goes into getting to square one. We ask is there anything we can do, what should we be doing? My role in the team has to adapt to be more involved in the organisation and less focused on execution.
Working across industries and from B2B to consumer clients, fulfilling different roles and ‘playing on different teams’ is a part of the appeal of this business. It’s not formulaic and people and their personalities strongly influence what I do.
But some teams perform better than others. So I think it’s worth sharing an insight or two on this. Whether you work with me, an integrated comms agency, or another PR consultancy, it’s worth reflecting on what role you’re playing. And what role you’re expecting them to play.
There’s also a difference between ‘easy’ clients and those that are ‘easy to work with’. The ‘easy’ ones who always agree with me and have low expectations don’t stand out. The ones that play their part and let me play mine can be very challenging at times. But they’re ‘easy to work with’.
Here’re a few of my insights:
PR is a C-Suite function
PR has evolved from a reactive function to a strategic business driver. PR can contribute significantly to revenue generation, market share growth, and long-term sustainability. It should not be left to a junior in the marketing department. It demands a holistic view of an organisation, understanding its mission, values, and market position.
My entrepreneur clients tend to be so in touch with their businesses that they literally ‘live’ their PR. In contrast, corporate structures can add levels of gatekeepers and barricade the business.
Narrow your focus
Big ideas are great, but execution is everything. Scarcity is a basic economic principle. We have unlimited wants and needs but limited resources.
It’s a juggling act – prioritise. Trade off one thing against another, and decide what is most important. Focus on the business goal and sometimes the ‘extras’ can be stripped out.
Under-resourced plans are the stuff of bitter disappointment.
Be deadline-driven
A missed deadline is like running a race and finishing just short of the line. Deadlines help us to get work out – to stop tweaking and tucking and push the button. If something’s never good enough, or holding for a never-coming quote, it can tank all the teamwork that’s gone into the project.
Do you have any of your own suggestions – things that help the team work better? Let me know and I can share your ideas too.
