The right time to start communicating is now! Get that PR plan into action today, before it’s too late!
Most companies that have so far survived the recession and soaring energy costs are understandably cautious about investment in anything other than raw materials or essential components and consumables. Marketing and PR remain low on many people’s agendas – but if they ‘wait and see’ long enough, they will realise this was a costly mistake.
Our business year is punctuated by the effects of the education system – three holidays and three half-terms, all of which take people off the production line or out of the office. Some companies may escape with an almost imperceptible dip in their output, others may feel a serious impact.
The ups and downs of the business year lead to many discussions about the best times to launch new products, and when to embark on PR and marketing campaigns. It’s not an exact science, and some industries are more seasonal than others – but in general terms, if you want to see some real results from a new PR programme before Christmas, you need to start the ball rolling as soon as possible.
Your basic PR aims are to inform your existing and potential customers, and to stand out over your competitors with quality communication and thought leadership. Don’t give your competitors the opportunity to claim the PR high ground. Get your message into the print media, online and into your in-house publications sooner, rather than later. Your customers need time to receive your message, assimilate it, and act on it. Action is the result you are looking for.
‘Wait and see’ is an easy option, after all, things may get better tomorrow. But they may not. Doing something today probably will have implications of cost and effort … but it could make all the difference.
Instead of being bold with PR, some companies simply ‘bury their heads in the sand’ – a response which in real life would leave part of the human anatomy dangerously vulnerable. Communicate, don’t hesitate!
David Goddin was born in the UK and educated in South Africa. He began his career on daily newspapers and trade journals, before moving into public relations consulting. He produced award-winning writing and became an Accredited PR Practitioner, the highest qualification of the Public Relations Institute of South Africa. Since his return to the UK 17 years ago he has also contributed to a number of highly successful PR and marketing communications campaigns for major national and multinational clients. He is currently also President of the Haslemere & District Chamber of Trade & Commerce.