DETROIT – If you handle public relations within a sales organization, you?re likely considered overhead. While you can argue that an effective media relations strategy leads to sales, you cannot always prove that the customers who came into your store to buy your products or services did so because of what they read online or watched on TV. Thus, it can be challenging to convince CEOs that traditional media relations helps drive their bottom line.
Ironically, many executives understand the value of public relations most when PR professionals keep them out of the news or help avoid a crisis–whether it?s related to a legal dispute, product recall, theft, accident or any other situation that could potentially tarnish a company?s reputation.
Sure, it?s gratifying to be the hero after effectively managing a crisis. And if you and your organization are lucky, you won?t be regularly dodging these bullets. But, I believe PR pros can prove our value more consistently within our organizations by leveraging some of the skills that have made us successful.
Relationship building: Networking and relationship building don?t come naturally to everyone. If your organization?s sales leaders fall in this camp, teach them the fine art of networking. Be their security blanket at business functions. Lead by example and introduce yourself?and your ?prot�g�s”?to others. Finally, help them understand that just like most couples don?t get engaged after one or two dates, it takes time to build a professional relationship and earn someone?s business.
Pave the digital PR path: Social media is a natural extension of public relations. It?s a vital tool for relationship building and reputation management. Additionally, creative efforts have a longer and potentially broader shelf life, making them more likely to get noticed and shared. The best thing about social media is that it?s easier to measure effectiveness and link back to sales. If you don?t already own a piece of the social media pie, cut yourself a big slice and make things happen for your organization in the digital world.
Writing: You can also make yourself indispensable by offering up your writing expertise to others within your organization. You might only be responsible for executive messaging for your president or CEO. Is there an opportunity to lend your talents to other sales leaders? Taking this task off their plates will not only give them more time to be in front of customers, but it will also open up their eyes to the tremendous value you provide.
Editing: If you don?t have the bandwidth to ghost write for every member of your organization?s leadership team, could you offer to edit their work? Whether it?s an internal communication to their team or a new customer proposal, your second set of eyes will be appreciated and help make them look good, while increasing your net worth within your company.
