In this new feature, we offer our readers a chance to consult one-on-one with some of the top experts in the public relations field - the PR NEWS Board of Advisors. Have a
question? Ask it! Send questions to [email protected]. The editors will disseminate questions to the PR NEWS Advisory Board, and
their answers to your queries will run in PR NEWS on a monthly basis.
Q: PR budgets are trending down. What's your advice for making more out
of less (both on the agency side and in internal PR departments)?
--Ken Makovsky, Principal, Makovsky & Co., [email protected]
Answer, from Reid Walker, Director, global marketing communications, GE
Global eXchange Services, [email protected]:
Nearly every agency and corporate PR exec I've talked to in the last six months opens the conversation with a comment about the lack of business or budget cuts. But we've been
through belt-tightening cycles before, and much of what we learned still applies:
Demonstrate your value early and often.
On the corporate side, let the CEO or business leaders know that you understand the businesses objectives and be prepared to demonstrate ROI.
Remember that advertising budgets are also being cut, and a PR budget appears small in comparison. Show the leadership team the value of a quantifiable, strategic PR campaign.
We've developed a series of "dashboards," using macromedia flash, which allow our leadership to visually monitor key metrics on a regular basis. We supplement that with in-
depth weekly reports to key leaders and regular updates to all employees.
On the agency side, ensure that your client understands your commitment to making the most of their dollar. Begin the relationship by delivering early results that will show
the client they made the right choice. Help the client demonstrate the value and ROI of the program. And keep searching for ways to add value.
Answer, from Lisa Kovitz, Managing Director, Burson Marsteller, LISA_
[email protected] :
Don't ignore the obvious. Sometimes opportunities for promotions are
happening as part of a company's day-to-day activities. We worked with the Unilever
Laundry Lab during the launch of Wisk Laundry Tablets. Their R&D department
has a stain library - they buy dirty clothes from real people to test real-world
stains. This resulted in stories in The New York Times, Fortune, The New York
Daily News, and on CNN's "Business Unusual."
Leverage partnerships. Companies are supported in marketing their products
by a variety of agencies - by working together you can get a more cohesive AND
cost-effective program.