Whenever
I’m invited by a business to advise them on their public relations and
marketing communications strategy, the first thing I point out is that PR, like
charity, begins at home.
The most
important and influential members of any businesses’ PR team are the people
already working there, you and the staff who work with you. That’s whom your
customer encounters, that’s whom they have a relationship with and that’s who
represents your brand emotionally. It is that emotional interaction with your
brand that the customer takes away and that experience that they tell their
friends and associates about. That essential experience, word of mouth,
translated as testimonial is the most powerful and yet the most dangerous PR
and marketing tool in your brand arsenal. At the end of the day people repeat
purchase emotional experiences not logical, reasoned outcomes.
As PR
and marketing advisers we work on two levels. We craft the most compelling
messages to tell your story to your prospective and existing customers so that
they think about your service, then feel something positive about your service
enough to desire it and do something about it. So externally we want them to
know about it with enhanced awareness, but then have an emotional response and
ultimately be motivated to purchase repeatedly.
That’s
all well and good. The right combination of marketing tools (some advertising,
PR and a smattering of social media) should deliver some new customers to your
door. It’s what happens when they get there that is most important. If it is a
positive, warm experience and your reception area is attractive, your
receptionist efficiently friendly and you have a nice `bedside manner’ they
may, if you are lucky tell three of their friends about it afterwards.
If your
reception area, your receptionist or you are less than welcoming, irascible,
inefficient or downright rude, they won’t be coming back in a hurry. Not only
that, they’ll leave your office and in all likelihood tell ten or so of their
friends and acquaintances just what they think of you.
Do the
maths. The smaller the community you are working in, the quicker you run out of
customers.
From
time to time step outside your role as a manager and approach your business as
a prospective customer. What does your business really look like online to a
stranger? If I walk up to your premises for the first time what does it look
like? Familiarity dulls our sense of detail so give yourself a mental shake and
look at the signage, the paintwork, the pot plants, the branding and the conveniences.
You might have got used to your front line staff but have a look at them from a
detached perspective. How do they answer the phone? How do they welcome
customers? It sounds basic but it is fundamental. I’ve telephoned some of your
offices. I’ve been to some of your
stores. I’ve mystery shopped you and your competitors. To be honest there are
some businesses out there I wouldn’t be too sure about encountering again in a
hurry because whoever it is that’s answering your phone could really do with a
refresher with Miss Manners.
It may
seem unfair but all the good experiences, years of them in some cases, can be
wiped out by one bad encounter.
For
about a year I took to buying my organic coffee beans from Nosh, a high-end
food retailer in Auckland. One batch was very over roasted and destroyed the
taste and aroma I had come to cherish. I mentioned this in passing to the
assistant the next time I went to stock up. She told me in no uncertain terms
that it was impossible for the flavour to vary and I obviously didn’t know what
I was talking about. Not only did I not buy any more coffee from that outlet, I
told anyone who would listen, and I’m now telling you, about my brand
experience.
The key
when things go awry is being seen to try to put them right quickly. The second
level PR and marketing advisers work on is listening and providing counsel. All
good PR is a good conversation and as your mother should have told you, a good
conversation is two thirds listening to one third responding.
It’s our
job to hear and understand what your prospective and existing customers are
saying about you. The good things we turn into testimonials and help spread the
news to attract more customers. The bad things we bring to your attention and
suggest we figure out a remedy together to cut that damaging story off at the
pass.
On the
other hand, the rest of the team can’t do their PR job properly if you don’t
tell them what’s going on. A good business is no place for secrets. If one of
the partners is leaving, if you’re expanding by buying another outlet, if
you’re changing your website or advertising or have an article appearing in the
media – the time to tell your team is before anyone else outside the business
gets to know. It’s the unnegotiable part of the unwritten contract between all
parties.
I spent
six months last year inside Fonterra, New Zealand’s biggest company, having a
look at their marketing communications. While I was there they had a changeover
of CEO. The business had a no social media policy so when the corporate
communications people released the name of the new CEO to the press, the rest
of New Zealand knew for two hours before anyone inside Fonterra. It’s hard to
pull your staff back from that acute sense of alienation. Months of decent HR
practice can be wiped out in moments.
But
then, they go home and they tell all their family, friends and neighbours, who
are, remember, your existing or prospective customers.
There’s
one other area I want you to consider and that’s the reputation of your
industry. Everything you do from your day to day interactions with clients, the
claims you make on your website, the discounts, offers, incentives, promotions,
advertising, blogs or pronouncements on the future of your business sector over
one too many glass at that Christmas barbecue, will reflect on the industry as
a whole. Its reputation of chiropractic in New Zealand, which all your
colleagues and competitors are all doing so much to enhance, can be scuppered
by one rogue element.
So
please do remember, PR, like charity, should begin at home.
Season’s
greetings.
Peter
