Is results-based PR the way forward?

Jason Kelly, PR Director for newly launched Blah Blah, examines how the industry could help itself by exploring the full potential of results-based public relations to retain clients.

There has been a lot of talk and speculation concerning a possible recession heading our way following the dramatic downturn in the US economy.

Economists and business leaders across the UK are predicting a similar situation, which we all know would impact heavily on the PR industry, especially in the business-to-business sector.

Experience tells us that when businesses face financial hardship the first thing that happens is a tightening of the corporate coffers and in some cases a complete stop on spending in relation to external services, such as public relations and marketing.

I can hear your taunts already, because yes, we are all in agreement that in times of business slowdown it is then more then ever that businesses should use the services of external communications to strengthen public awareness for a client's product or service to maintain a healthy bottom line.

But what can public relations agencies do to really add value to a client's business? What steps should we introduce to reassure the client that public relations is a sure way of beating the competition and helping to support the client's business during times of hardship? One way is to set clear objectives over a period of time and base every action on delivering real results.

The business platform at Blah Blah pr is a prime example of this.

At the start of every new client relationship we sign up to an agreement in accordance with the client, mapping out key objectives and performance indicators over an agreed period.

This certainly puts accountability at our door, but this ensures we know what needs to be achieved at every stage of the relationship.

More importantly, the client is fully aware of what they are getting for their budget and what the expected outcome will be.

I'm not saying agree ridiculous objectives; after all when it comes to adding real value it is up to the public relations specialist to work with the client.

Being results-driven doesn't need to be about the AVE, after all the art or science, depending on how you look at it of public relations is not advertising or a selling tool, but a way of supporting or establishing positive perception in a client's desired market.

Everyone in our industry should look at how a possible recession could affect a client's business and formulate a programme that supports the business throughout the market downturn.

And instead of waiting for the client to make the first move, we should be meeting the client to present our plans and mapping out how they will support their business should a recession have a direct impact.

Results-based public relations is about adding real value in terms of achieving objectives that support a client's business, which can be translated into communicating key messaging to the media, or gaining an agreed level of coverage in certain key media outlets.

Being a results-based public relations agency is a fun way of working.

It sharpens the mind and pushes your creativity to the surface.

A good example of this was when I was asked to gain some media exposure for two friends of mine who had just started up their own garden-ware business.

They needed maximum coverage to support their business platform of attracting party-planners to sell their product range, as well as selling direct to the consumer.

Not only did I obtain coverage through various lifestyle and home-interest media channels, including radio and glossy magazines, but I also got them onto to prime-time TV over a series of ten weeks.

The outcome was evident; they achieved maximum coverage through key outlets aimed directly at their core market, and also hit their target of recruiting party planners across the UK.

Their response was great because they thought they would just get some releases published in a couple of publications.

Instead they now own a very well-known brand and the business has hit its target month on month - they are now a paying client.

Moreover, I have already presented a programme of events to help their business if the predicted recession does happen, ensuring they can still see the benefit of having a PR budget.

Results-driven public relations strategy is about operating good public relations the way it's supposed to be used.

Not a cheaper alternative to advertising, but a serious weapon in any corporate armoury - a weapon which if implemented correctly and communicated effectively will always been seen by the client as a much-needed service especially during economic slowdown, such as recessions.

Jason Kelly has worked in the public relations industry for almost 15 years, in-house and for agencies such as Redkite and The JDA Group.

He has represented a number of high-profile clients across the UK and other regions of the world, including the US and Europe.

He is currently the PR Director for Blah Blah pr, the newly launched JDA PR agency following the merger of several well-established direct marketing agencies to become TDMG (the UK's largest independent direct marketing group).

Blah Blah pr is a performance-based public relations agency, which has adopted its business philosophy from the direct marketing sector.

Speaking on his appointment, Kelly said: "Blah Blah pr has a unique philosophy when it comes to delivering its services, which made the proposition of becoming the PR Director to irresistible.

"The team at Blah Blah pr are highly experienced practitioners who are full of creativity and drive".

As a full-service agency, Blah Blah pr has already established client relationships with organisations such as Welcome Financial Services Group, Villaparade and Kingston Communications, as well as representing film and TV hard man, actor Ray Winstone.

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