Public Relations - Does it Make Cents?

While doing research on a project over the past week, I realised that the question of budgets for PR was a nebulous one in the literature. So of course I went to the real world via Twitter and the feedback was not that surprising.

In my own experience, over the course of a few different jobs in both the private and public sectors, the process around PR budgets varied. In one role, we had a flat budget annually. There was no negotiation - take it or leave it. Somehow we had to make this stretch across advertising, stakeholder engagement, CSR activities, internal comms activities.

Most of the time though, the budget process was simply around what I call "submit and pray". You planned the year's activities, plotted the financial resources required for said activities, submitted the budget and hoped to God the powers that be would see it your way. They often never did. Budgets came back slashed by 30, 40, 50 percent and still you were expected to make the organisation and its brand shine like a new shilling.

And between reponses from my Twitteratti like "what budget?", "PR what?" and "Budget? LMAO", I realised that the PR professional in many cases suffer the same fate I did, in that somehow the PR budget is at the bottom of the cash money food chain. Even in my last job, most of the money we eventually got, was pillaged to get advertising spend.

So what is the reason for this? Is PR still the bastard child of the organisational family? It really all comes down to how PR positions itself within the organisation and how valued it is, how valued its people are. It's a circle of life that starts with people and power and perceptions. Until those things are in alignment, then the tweets like "PR budgets exist?" will continue and then that is truly a blow to the work that we try to do.

White is apparently Right in China...or is it?

This morning a somewhat interesting story caught my attention on BBC (did I ever mention that I love BBC and that I dress with my tv on BBC, and then listen to it on the radio on my drive to work?). White guy in a tie. I am sure some of you already know about it but for those of you who don't, it's basically white men for hire in China - paid to wear a suit, go press palms with Chinese businessmen and create the impression that the Chinese firm that contracted them, has international or Western connections. Of course in a global market, international business is a big deal, and a firm's connections and global networks can be vital to its business and its image as a player in the global marketplace. But the question raised in the segment was Is this fraud or PR?

Some may argue and say "Hmmm...fraud. PR. Is there a difference?" You know who you are. But really, do you think this practice of creating a false impression to bolster public image and reputation is ethical? Wouldn't it be better to try to actually position your business via real networking and marketing? I would think that establishing real relationships with companies which are deemed as valuable to their position in China and beyond would be more practical, not to mention, ethical and would in fact bring REAL rewards. I have to wonder how this works, especially if this is a new trend in China. If everyone uses this as a viable marketing strategy, then how can you trust your suppliers, your competitors etc?

As I said, it was a pretty interesting segment.

First Impressions are Lasting Impressions

I was invited to a meeting once and when I got there on time, the person who had called the meeting was not there. Twenty minutes later, she sauntered in with an apology and a sandwich, which she had already started eating, wrapped in foil. She sat down and continued eating her sandwich, in the foil, and with crumbs attached to her face. This was my first impression of this woman. It was not a very good one. Sadly for her, it is the one thing that sticks out in my mind when I think of her.

This morning, I went down to the ground floor and there was our VP, Customer Service at the door greeting customers, along with a couple of his team. As a customer, this would have been a great first impression - prompt 8am start with a senior executive member at the door meeting and greeting.

While it is indeed cliche, you really do only have one opportunity to make a first impression. There is generally no rewind button and what you give is what stays etched in the mind of the person or persons you interact with. First impressions are the last thing anyone forgets. And be it via your frontline staff, your telemarketing team, your website or your sales pitch - your first step is the one which will determine how successful you will be. First impressions are motivated by our need to influence others, have them act in a certain way and the ultimate onjective is to gain a reward of some kind. And first impressions usually are centred around really small things like a prompt response to a complaint, or the usability of a website. This morning I tried finding info on flights and the first website did not really inspire me to make a purchasing decision right then and there. However, the second site, which was clean and easy to navigate, and which also was complemented by a Twitter customer care channel grabbed my interest and more importantly pushed me closer to making a purchasing decision. All the scrolling ads, pop up windows and flash in the world on the other site did not resonate with me as a consumer, who wanted to be in and out of there without the hassle. And hassle it was.

So it is important to take the time to make that first impression count. Think about not only your presentation and how it can build your brand, but also how your presentation relates to your customer. Think of the criteria with which that person will judge your brand based on the first impression you create.

• Do they trust the brand?
• Does the brand inspire confidence?
• Is it a professional image?
• Is it a company that cares about people - both its customers and its staff?
• Is the brand understood and well represented by all staff, across all levels?

And the list is endless. But these are just a few questions one can ask when evaluating how you present yourself and your brand to your audience, because first impressions last!