Consistency matters most when it comes to managing PR, which is why we take an always-on approach here at Open Comms.
PR is powerful. That’s a fact.
Even just one standalone PR project can deliver astounding short-term results. But, that’s exactly what they are – short-term results.
Don’t get me wrong, momentary wins are great. However, this sporadic use of Public Relations does not ensure long-term success for your brand, consistency does.
Achieving consistent communications through an always-on PR strategy
The concept of an always-on approach is straightforward.
It simply means having an all year round activity calendar that guarantees constant exposure amongst your target audience.
Whether this is achieved through consecutive seasonal campaigns or social media marketing, the objective is to keep your brand front of mind always.
News consumption has evolved and it directly affects brands
It goes without saying that the way in which news is consumed has evolved drastically.
With media now being online, we get our news at lightning fast speed. And, often what is deemed newsworthy one day, is considered history the next. As a result, many brands struggle to remain relevant.
That being said, maintaining relevance in today’s fast-paced landscape is not an easy task. In order for brands to survive they must:
- React to emerging trends
- Adapt to market changes
- Live up to evolving customer expectations
Without this, they risk facing the greatest danger for brands in this digital age – loss of brand relevance.
So, how does an always-on PR approach support brands in staying relevant?
Adopting an always-on approach enables brands to manoeuvre through a world that is constantly changing. It offers flexibility to adjust brand activity based on what’s new, what’s trending and essentially what’s topical among consumers.
Having an all year round calendar of activity demands a constant flow of fresh and new ideas. Ideas which push boundaries and challenge the status quo. Ultimately, it’s these ideas that will get you ahead of the competition and help maintain your position.
As a PR agency, we receive countless journalist and media requests on a daily basis. Many of which are relevant and valuable opportunities for our clients. Thanks to our always-on mindset, when these opportunities arise it is always a priority that our clients are put forward.
Crisis Management is a crucial part of PR, but one which is often not valued as much as it should be. Business critical challenges can occur at any time and often have to be dealt with quickly and efficiently. Without an always-on approach, this simply would not be possible.
For many, an always-on PR strategy might seem like a nice to have, but this is far from the truth.
PR is a conversation. It demands consistency and structure. Yes, your brand can certainly profit from a burst of PR activity all at once, however the benefits are often short-lived. To truly utilise the power of communications, it’s important to first recognise PR as a journey not a destination.
If you would like to know more about Open Comms and the services we offer, why not give us a call on 01924 862477 or contact us here.