GET THE MESSAGE ACROSS WITHOUT GETTING MESSY!

GET THE MESSAGE ACROSS WITHOUT GETTING MESSY!

For those in Public Relations and marketing related industries, helping clients promote their products can be the difference between making great sales and bankruptcy.

Most PR companies have seasoned professionals with backgrounds in journalism, a never-ending list of contacts and a healthy knowledge of their clients’ industries. For newcomers to the industry, who are establishing their own business, in particular those who choose to focus on the BME community, face a different set of challenges.

BE A MATCHMAKER
One of the biggest sins of new PR companies is to get clients who come from a different industry background of which they have no experience or skills. Of course it’s tempting because you have a business to keep afloat, bills to pay but if you don’t understand your client’s sector, this could create more problems than it’s worth; not just for you but your client. It is absolutely essential that you understand not just your client, but their industry, market and product. Aim for a perfect match. If you want to be an allround PR agency then your team should consist of PR professionals who have expertise across different industry sectors and media fields. Alternatively specialise in a chosen field or industry and stay focused on YOUR target market.
THE MANY SHADES OF BLACK In addition to differing industry sectors, the ethnic PR agency should also consider that there are 54 countries in African and 31 in Caribbean, making the black community in the UK incredibly diverse in terms of ethnicity, heritage, skin colour, language, religion, music taste and reasons for migration.

How well do you know these people? PR agencies that focus on predominately urban music and fashion may not be well placed to promote an upcoming tour for a visiting evangelical preacher.

Or if your agency’s expertise is in Caribbean marketing and you’re approached by a company to launch a new product for Nigerians; it would be prudent to pass this onto an agency that specialises in the African market. Would your firm know the nuances of Nigerian tribal politics (or even the names of the tribes?)

On the flipside, if your client is ethnic and wants to introduce their product to a predominately white audience, do you have the expertise, skills and contacts or would it be better to refer them to a white agency?
These issues should be fully considered before signing up clients that want a campaign that is outside your usual field. If you choose to refer them to another agency, the client will have more respect for you; thus enhancing your reputation, rather than a campaign backfiring and causing grief!

TALK THE TALK AND WALK THE WALK
To woo your prospective client, you must sell the sizzle but under no circumstances should you promise more than you can deliver. In fact, it’s safer and better to under-promise and over-deliver – it will make you look good. Always ask your client for a written brief that clearly explains what results they expect from a PR campaign and what their budget is, prior to presenting your programme and price. This way there can be no misunderstanding, or any confusion can be clarified prior to delivering the work.

CONTACT KARMA
This is an industry where contacts count and what goes around comes around! This is especially so, in the BME community. Everyday there is an opportunity to network, collect business cards or find a new supplier. Aside from your media list, with whom you should be on first name terms, you should be seeking out specialists and experts in the field you can call on for ‘quotes’, endorsements or just plain advice for a campaign. Remember to always be on your best behaviour, as you never know who you are talking to, who they know and if you may need them in the future.

Public Relations is an exciting and fast industry to enter but even faster to exit if you don’t have the skills, savvy and contacts to make your client shine!