Most people wouldn’t dream of rewiring their own house or installing their own boiler.
Why? Because these are tasks that require years of training and experience, and are fraught with legal requirements.
We all have a go at doing a few odd jobs around the house from time to time, but things tend to go wrong when DIYers don’t know their own limits and try to tackle a job beyond their skill level.
Most of the time there’s no harm done. The end result might not be up to professional standards, and it might have taken a bit longer – but it was probably cheaper and maybe even fairly enjoyable to do.
But if something goes wrong with your DIY you can easily find yourself unexpectedly dealing with a flood or a blowing a fuse.
Talk to any electrician or plumber and they’ll be able to tell you tales of the DIY bodge jobs they’ve been called into fix over the years. Sometimes, it’s just better to leave it to a professional.
The same, of course, is true of your communications and marketing. Many businesses and business owners try to take a DIY approach these essential functions.
And while they may be able to muddle through the basics, there are some tasks that need the attention of an experienced professional.
True, the DIY approach may be cheaper. But is it really the best use of your time? Are you really reaching the right audiences? Are you GDPR compliant? Would you know what to do if something went wrong?
Bringing in the experts to support your comms and marketing means you can stop trying to DIY it and instead make the right connections with your target audiences and avoid getting in hot water through ignorance of media and data protection law.
Anybody who knows me knows that I’m a very keen cyclist.
When I set off on my ride the other day it was windy and rainy, but that didn’t matter because I was wearing my waterproof jacket.
It’s an essential bit of kit, because by protecting me from the wind and the rain it means I can just carry on doing what I want to do.
And because it’s bright red, it’s useful even in good weather because it makes sure I’m seen by other road users.
Public relations is like a waterproof jacket for your business.
On the good days, it’ll help to make sure you’re seen by telling your story, celebrating your successes and sharing your expertise.
And when things get a bit stormy working with a PR expert means that you can carry on doing what you do best, safe in the knowledge that any raindrops will bounce right off.
Check the forecast
Another thing you learn when you’re a cyclist is the importance of planning ahead.
Fail to check the weather forecast and you could find yourself 50 miles from home without your jacket when the raindrops start to fall.
And if you don’t invest in a jacket in the first place you’ll either have to endure some unpleasant days or be forced to cancel your plans.
Your approach to protecting your reputation is just the same.
Fail to look ahead and plan for the circumstances and you could find yourself exposed to the elements.
And not investing in PR support at all could mean that when bad weather hits you’ll have to abandon your plans to focus on sheltering from the storm.
- Have you got the kit you need to make sure you’re seen and protect you when a metaphorical storm hits your business? Get in touch to find out how Rosebank Media can help you keep going, whatever the weather.
What are your goals for next month, next year, the next five years, and beyond?
Can you achieve them alone, or are other people key to meeting your objectives?
If what you want to do hinges on other people, there’s a good chance you need a public relations strategy that’s aligned to your goals.
What is public relations?
There are lots of different definitions of PR out there, but here at Rosebank Media we like to think of it as a variety of activities that is focussed on changing the behaviour of defined groups of people.
Maybe you want people to buy your products or services. Maybe you want them to vote for something or someone. Maybe you want them to start doing something or stop doing something.
Understanding who you’re talking to and what what behaviour change you want to bring about is vital.
Appeal to human nature
One you know ‘who’ and ‘what’ it’s time to think about the ‘how’.
How are you going to communicate with your audience? And how are you going to measure the impact of that communication?
There’s more to changing people’s behaviour than telling people what to do. True, there will be times when issuing instructions is the only option. But more often your PR activity will be more concerned with making your case, appealing to people on an emotional level, or finding ways of nudging them in the direction you want to go.
PR about more than public image. Being well-known isn’t an end in itself. What really makes a difference is gaining something more powerful than fame or popularity – influence.