Want to get the most out of your PR firm or publicist? Try showing a little empathy with your team and see how it leads to better results.
Most experienced entrepreneurs and sales leaders understand the value of empathy, but unfortunately – when it comes to outside vendors – it’s frequently forgotten. I’ve observed and experienced this inside and outside of the PR business.
As a former Executive Producer with NBC, I always showed empathy with my producers and reporters because I genuinely felt their pain. I recognized when employees needed a break to recharge their mind and body, or when a family issue needed time outside of work. It might not have been financially aligned with the corporate spreadsheet but it always inspired more productivity and loyalty.
Plus, it was the right thing to do.
In this era of tight employment and waning worker loyalty, empathy needs to be on a higher level. You can’t fake it because workers will see through it in time.
Unfortunately, when it comes to hiring an outside PR firm or publicist, we don’t get to experience empathy until after the contract is signed. Over the last decade of running this agency, I’ve seen how clients who value our work with a spreadsheet are typically the most difficult. They ignite more stress. In the worst situations, they believe they know more about the media than me and undermine every decision.
Here’s a closer look at some of the warning signs that suggest you might need to do an empathy check. And if you have empathy, trust me, the best pr firms will always want to work with you and usually at a lower price.
It’s never easy standing out from the noise in a cluttered space, but if you’re going to survive as a startup, you have to figure out this formula fast. Otherwise, your business, product or new technology might never have a chance to catch on with the masses.
How quickly the world of tech and business move. It seems like yesterday we were discussing how Millennials were disrupting the workforce. But there’s a bigger change in business that is right around the corner.
In less than 5 years, Generation Z is projected to overtake Millennials when it comes to buying power. If you’re trying to sell any product or service, you better learn quickly how to target this sophisticated group of consumers.
Unlike previous generations, social media won’t put you over the finish line. And you can forget about TV commercials. So how do you reach and motivate Generation Z? Read on to see what our online survey found.
I didn’t want to give the obvious, so I thought about my own clients and mistakes I’ve seen them make over the years. Here’s what I told Forbes.
“The CEO is a crucial component for any successful branding campaign. Think Jobs, Musk, Zuckerberg—you know their companies. I’ve worked with a lot of brands that don’t like to use their CEO in the media and I don’t understand it. Any CEO must be receptive to speaking with the media, discussing business trends and thought leadership with reporters. The best publicists know how to leverage the CEO.”
Leverage Your CEO with Branding
A few years, our agency worked with a digital health brand that didn’t want to give us access to their CEO. I understand the CEO is likely busy, but the corporate gate-keepers actually made our job more difficult. How could we identify trends or position the brand as a leader if we weren’t given access to any of this insight?
I tried to share my concerns with their marketing team but they assured me the CEO didn’t want to speak with the media. Making this even more frustrating, their biggest competitor was leveraging their CEO for an IPO.
Don’t make that mistake. If you’re CEO, leverage that title and experience for media coverage. I understand if the CEO is shy, but the top sales guy needs to be over-exposed with the media.
Finance Monthly named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. Our founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He’s also a PR contributor with CNBC and Forbes, providing media analysis, insight and crisis advice on timely business topics.