Communicating results in the best possible way
The recent communications crisis faced by the Downing Street press team got me thinking about how important it is for senior managers and Board members to be aware of the results of your PR and social media campaign and how this protects and enhances brand image.
This is important because any crisis means a business can lose focus at best or face negative press that can harm the brand. It can be detrimental for a business, especially in the construction or manufacturing sector, because you may find you start to drop down your Google ranking, therefore receiving less traffic to your website and experiencing a significant loss of sales enquiries.
So how do you ensure that members of the senior management team and board are aware of the results that the PR and social media campaign is generating?
The first place to start is with a robust evaluation process. Ensure that your PR agency provides you with a monthly report outlining the results in terms of press covering, media evaluation and reach, social media analytics including behaviour, impressions, engagements and recommendations, plus backlinks number and quality. The document should be circulated to the marketing team and shared with the senior management team and board members. They should be encouraged to review it, ask any questions and if they do have any, for the agency to be given the opportunity to explain any areas that aren’t clear and respond to any queries.
Secondly, your PR agency should be working to a dedicated plan, which is updated regularly and circulated back to the client’s team. This ensures that the client’s managerial staff can see what ongoing activity is taking place within the campaign. The client should be able to ask at any time to see the updated plan and current activity to ensure they are fully aware of what is going on with the account.
Thirdly, any outstanding results should be individually highlighted and communicated throughout the business. For example, if your website achieves the month with the highest ever traffic levels, or an article appears in one of the top Tier 1 publications, such as Construction News, or the Daily Telegraph, that these articles or results are circulated. Often these can be made into graphics to be shared for example on Linkedin or other social media.
For more details about PR and digital marketing campaigns from Dragonfly Public Relations, the dedicated South Yorkshire b2b agency for the construction and manufacturing industries, email hello@dragonflypr.co.uk or call 0114 349 5341.
Dragonfly PR is a is a Sheffield-based PR agency, with over 20 years’ experience in creating meaningful and engaging content.