As a profession, Public Relations has been around for nearly 100 years. Though its origins are debatable, Edward Bernays or Ivy Lee? (We may never come to an agreement.) However, there is one factor of the profession that is undeniable… it’s always evolving. Advancement intrinsically prompts skepticism and concern, especially when the pressure to progress is pushed by technology. Sometimes innovation hits us like a tornado. While some of us get swept away in the funnel of apps and websites, others are left behind in debris of confusion and sudden disconnect. As one of the top PR firms in Nevada, it’s imperative we have one foot spinning in the virtual world with the other foot planted firmly on the ground. As an early adopter of the realms of ‘new school’ PR, Neon PR is consciously bringing the timeless aspects of the old school with us.
- Face-to-Face interactions. No matter how convenient technology is making it to communicate, nothing is more impactful than talking face-to-face. It might be time efficient to send an e-mail or use Google Docs, but showing a client they are worth your time will guarantee long-term loyalty. Close the laptop, grab a coffee, and give your clients the undivided attention that they deserve.
- Personalization. This one is for all the blast-email addicts. Are blasts necessary at times? Yes. Are they often skimmed or just overlooked? Also, yes. Remember on the other end of whatever device you are using, there is a human, and as humans, we like our individual identities. Use names (correct spellings and all) as frequently as possible. Only send e-mails that are truly in the interest of whoever you are sending it to. You wouldn’t send a pitch about a client’s new ice cream flavors to a fitness magazine, would you?
- Timeliness. Now we can send and receive information faster than ever. Sometimes because of that, we procrastinate and don’t prepare properly. We rely on easy fixes. We’ve all forgotten to get back to someone and then had to do the hasty e-mail on the run. No matter how human this is, it still can look unprofessional and careless. Make sure to set aside the right amount of time to complete each project and respond in a timely manner.
- Build a relationship organically. Personally, I’ve always had an issue with the term “networking” because it makes forming personal connections feel ingenuine. As if there has to be some sort of prize at the end, otherwise the interaction is deemed useless. Really get to know who you are working with and work with people who interest you personally. This dips into ethics, but as a firm we make sure we are the best fit for our clients. If we don’t think we can do the job they a looking for, we aren’t afraid to point people in the right direction. Building a trusting and honest relationship will yield more effective results than just temporary monetary gain.