When to Outsource Your PR Strategy

In evaluating 2009 budgets, consider these 10 questions when deciding on outsourcing public relations

In the midst of an economic downturn, many companies are assessing internal operations and evaluating how to strengthen their position with budgets being trimmed at every corner.

With tightening budgets inevitably translating into fewer resources, enhancing corporate positioning becomes a challenge for any organization. While some companies may choose to cut back on communications initiatives, now is the time to take advantage of outsourcing and build on your strategic goals.

Outsourcing public relations offers many benefits that can add to the strength of your internal PR team - think of the right partner firm as an extension of your team. With a PR agency, you can develop a clear, strategic plan that remains focused on your PR goals without the interference of competing projects.

An agency also provides time to develop and maintain relationships with key media, proactively seek editorial opportunities and generate new, big ideas for your company. In addition, companies can leverage an agency’s latest communications technologies to stay up to date on editorial contacts and media placements, without acquiring the overhead costs of purchasing this software on your own.

To further determine if outsourcing is an appropriate option for your company, consider these ten questions:

• Are your PR activities often on hold to address more immediate business and/or marketing concerns?
• Is you PR team working on everything but PR?
• Does your company have a clear understanding of your corporate mission, messaging and elevator pitch?
• Do your C-level executives want to be considered as thought leaders in your industry publications and community leaders with local media, but you don’t know where to start?
• Are your spokespeople trained to work with intimidating media figures and successfully manage any off-putting questions?
• Is your team prepared to manage an all-hands-on-deck crisis situation from a communications perspective? Can you draw upon previous media experience to leverage what to do and not to do in this situation?
• Do you have any new products or services to launch in 2009?
• Does your team have quick access to media databases with up-to-date contact information and editorial calendar opportunities?
• Is your company actively engaged in an awards program to leverage your expertise and key differentiators?
• Is your competition gaining more coverage in your industry publications?

If any of these questions apply to your public relations strategy, consider outsourcing with an external team who can focus on building a campaign that will accomplish your PR goals and strengthen your position as an industry leader.

The Role of an Interactive Firm in Web Site Evaluation

An outside eye brings fresh perspective to your most outward marketing tool

By far, one of the most common requests we hear as an integrated marketing communications firm is to evaluate an existing Web site and share our candid feedback. In this situation, companies are usually looking for an outside, unbiased perspective on whether or not a Web site redo is a must-do. While some may think a quick 30-second click through will give you the answer, a much more thorough evaluation by interactive experts is necessary to know how your Web site measures up.

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