Taking the title of a “go-to” PR Pro

By Dominique Lescalleet on October 25th, 2017

As a marketing or public relations professional, your job is to be the go-to communications person for your sales team, product team or entire organization, not the silent partner. This was the theme for the Georgia Chapter’s October Public Relations Society of America (PRSA) Luncheon, with guest speaker Michael Torres, vice president, Corporate Affairs, The Americas, InterContinental Hotels Group.

What exactly is a “go-to” person, and how can you become one to better service your organization? Below are a few key takeaways from the luncheon and tips that apply to all PR professionals.

Be the person that creates snack-sized content. The emergence of digital PR has fundamentally transformed the way content is consumed. With the development of iPhones and tablets, people are constantly digesting news on the run, and are therefore more interested in content that is quick and easy to digest. No longer do they want to read 1,500-word articles that drone on, but rather prefer snack-sized bites to stay on-trend.

  • Tip from Dodge: Create more videos, podcasts and other visually engaging content that offers a “shock and awe” factor to encourage repeat views, listens and shares.

Be the person that challenges conventional wisdom. Sure, it’s good to follow the rules, but it’s OK to sometimes be the one who colors outside the lines a bit; that’s how you set yourself apart from competitors.

  • Tip from Dodge: You might be asking what constitutes as unconventional. Don’t work in a silo – bring in talent from other departments or an agency to brainstorm ideas. Third-party perspectives can be enlightening.

Be the person with a point of view. This isn’t a new concept by any means, but it’s important to reiterate just how important it is to guide the organization you represent with strategic points of views. Why? Because alternative visions to ensure the best possible course of action.

  • Tip from Dodge: As Mr. Torres pointed out, good context leads to good content. The same applies when developing new campaign ideas. Be sure to provide solid examples when presenting concepts to ensure they grasp the reasoning behind your strategy.

Be the person to take risks. Don’t be afraid to fail, and do it more than once. We learn from our mistakes and will come out stronger in the end. This saying couldn’t be more accurate.

  • Tip from Dodge: Taking risks may come with failure, but the rewards will be far greater than the consequences because you will have armed yourself with the right tools to succeed in the future.

All in all, take a leap to position yourself as the “go-to” person in your organization that takes initiative in marketing and communications challenges, showing that you are willing to lead new ways to business growth and success. If you’re interested in partnering to brainstorm on integrating public relations into your overall communications strategy to improve brand awareness and support business goals, sign up to receive a free PR consultation with us.

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