Many firms can do good PR work for their clients, but bringing additional value to a client that goes beyond their expectations is vital.
One good exercise, when starting with a new client, is to gather a diverse group at your firm or company and brainstorm what other clients or corporate friends might be a good match for the newest member of your client stable. At your initial “kick-off” meeting, ask the client about their needs beyond PR and see if there is a way that your contacts can help.
Sometimes it is paring up a business with a non-profit. As we all know, “cause marketing” has swept the nation and businesses are looking for a way to be perceived as an organization that gives back. Usually they want a little attention for this as well and the right non-profit partner will understand this and celebrate the relationship through their members, data bases, social media pages, website, and more. This brings great value to everyone involved.
Sometimes we don't always see the value of our contacts. Make it a regular practice to go through Outlook and give some thought to who is in there and how they might be a fit for your clients or your project. You might be surprised…I was! We get so busy that we forget the access and contacts we amass over the years.
Share your ideas and your contacts freely. I believe that sharing relationships and contacts is always a good thing. Karma always comes back and rewards you ten-fold for your willingness to share ideas, friends, and partners.
Some people are protective of their contacts and I understand that to a point. Yes, by sharing you will get burned from time to time by dishonorable people, but more times than not you will be rewarded for your openness and kindness. A friend of mine at an agency recently gave me a lead on new business simply because he is a good person who believes in sharing. I can't wait to return the favor.
Share and the world will share back.
John Maroon is president of Maroon PR.