Making a PR Campaign Come to Life

To make a high-tech PR campaign come to life, one must first understand the client’s business goals and strategies. Goal number one is making sure that the communications goals and strategy mesh perfectly with the overall business goals and strategy. All communications strategies and tactics must totally support and harmonize with the business goals.

Once the various goals and strategic approach are understood, one must develop positioning that effectively differentiates the client vis-à-vis its competitors. This positioning must be tested and then, if necessary, refined. Once the positioning process is completed, the success of the campaign rests entirely with powerful execution. In my opinion, many PR firms often take a far too academic and labored approach to the initial strategy and positioning process. The lightning pace of technology markets do not permit such a leisurely approach. As has been said by others, in this world, strategic plans can be obsolete by lunch.

Our clients typically perceive themselves to be in a race. They must be very flexible and willing to change even their most fundamental, “sacred cow” assumptions quickly. Execution is as important as strategy. Often people get fixated on strategy but are then far less attentive to execution, thereby losing the momentum and effectiveness of the campaign. You have to do both strategy and execution with excellence to be successful.

We measure the success of a campaign in a number of ways, with a priority placed on tangible business impact. One criterion is revenue growth. If public relations is successful, it will generate leads, and it will generate marketing support to help close those leads. The second criterion is valuation.

Increases in sales growth and valuation are the two most vital points of measure, but there are other metrics, too. Consider the importance of recruiting key people in an environment in which intellectual property is the most prized asset of all. Despite the inevitable fluctuations in employment demand during fickle economic times, the competition for the very best managers and best technical people will always be intense. Because successful public relations generates a sense of excitement about a company, recruiting and retaining top talent becomes that much easier. By casting a broad swath of awareness and buzz, successful public relations will also help a company more rapidly attract new marketing partners.

Last but not least is the positive impact that successful PR has on internal company morale. If you can help a client tell his story on Good Morning America, or in The New York Times, or The Wall Street Journal, or Fortune magazine, it can boost employee spirit and productivity.

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