WEBVTT

1
00:00:04.200 --> 00:00:09.199
Helping leaders motivate their people to a
higher level of performance through strong human relations,

2
00:00:09.320 --> 00:00:14.000
team building, and goal achieving.
This is the seven Minute Leadership Podcast

3
00:00:14.279 --> 00:00:23.399
with your host Paul fella Aldo.
Hello everyone, and welcome to the Seven

4
00:00:23.440 --> 00:00:29.839
Minute Leadership Podcast, Episode one seventy
one. In two, the Mailbag we

5
00:00:30.160 --> 00:00:34.960
Go. So, I received a
message from a listener that is a few

6
00:00:35.119 --> 00:00:39.880
months away from opening their own business
and they wanted to know if I had

7
00:00:39.920 --> 00:00:46.359
any insight on where they should start
with building a public relations team. And

8
00:00:46.560 --> 00:00:50.320
my short answer as yes, yes, yes. So first of all,

9
00:00:50.359 --> 00:00:55.679
congratulations on launching your new business,
and that's for everyone out there too that

10
00:00:55.799 --> 00:01:00.119
there's to go on that journey of
entrepreneurship. And as you embark on that

11
00:01:00.200 --> 00:01:07.079
exciting journey, it's very important to
recognize the importance of public relations or PR

12
00:01:08.120 --> 00:01:14.400
in building a strong brand and establishing
a positive reputation for your business. So

13
00:01:14.439 --> 00:01:19.959
it goes without saying that in today's
consumer in digital world, assembling a talented

14
00:01:21.239 --> 00:01:26.760
and effective PR team is immediately essential
for your new business, and I would

15
00:01:26.840 --> 00:01:33.680
start here. Before assembling your PR
team, you have to sit down and

16
00:01:33.760 --> 00:01:40.400
do some planning because it's vital that
you first establish clear goals and objectives.

17
00:01:41.519 --> 00:01:46.439
Right consider what you want to achieve
through PR, whether it's a grand opening,

18
00:01:46.560 --> 00:01:53.239
increasing brand visibility, managing crisis,
launching new products, or just enhancing

19
00:01:53.239 --> 00:01:59.719
your overall reputation. Clearly defining your
goals will help you shape your PR strategy

20
00:02:00.239 --> 00:02:05.519
and determine the skill sets required from
your team members for that PR team.

21
00:02:06.200 --> 00:02:12.719
In next, it's important to understand
the various roles and responsibilities that contribute to

22
00:02:12.759 --> 00:02:19.000
a successful PR team and campaign.
And I know this firsthand having been the

23
00:02:19.080 --> 00:02:24.520
PR guy for many different agencies over
the years, for many different conferences with

24
00:02:24.639 --> 00:02:30.080
no budget. The one person may
wear all the hats and do all the

25
00:02:30.159 --> 00:02:34.199
jobs on the PR team like I
did, but eventually the goal should be

26
00:02:34.240 --> 00:02:38.960
to have one dedicated person in each
of these positions, and I think you

27
00:02:39.000 --> 00:02:43.800
need six of them. I know
for some companies that may be a long

28
00:02:43.840 --> 00:02:46.319
shot, and like I said,
having done all the positions, it's a

29
00:02:46.360 --> 00:02:51.680
big challenge for one person. So
here are the key positions that I think

30
00:02:51.719 --> 00:02:55.719
you need for a successful public relations
team, and we first have to start

31
00:02:55.719 --> 00:03:02.280
with the PR manager. The PR
manager is someone that's going to oversee your

32
00:03:02.400 --> 00:03:07.120
overall PR strategy that you created.
They're also going to manage all the team

33
00:03:07.120 --> 00:03:14.639
members in coordinate all of your campaigns
in the second person you need is a

34
00:03:14.719 --> 00:03:20.680
media relations specialist, and this is
someone that's going to focus on building relationships

35
00:03:20.719 --> 00:03:25.439
with all your journalists, influencers,
and media outlets to secure media coverage for

36
00:03:25.599 --> 00:03:31.560
your events and manage all of your
press inquiries. The third person you need

37
00:03:32.439 --> 00:03:38.000
is a dedicated content creator. You
need a skilled content creator because they can

38
00:03:38.039 --> 00:03:46.120
develop all of your engaging written in
visual content, your articles, blog posts,

39
00:03:46.159 --> 00:03:51.759
social media content, and just in
general everything catchy that you see online

40
00:03:51.879 --> 00:03:57.719
that other companies are doing. Next
is your social media manager. You have

41
00:03:57.800 --> 00:04:02.560
to have a dedicated professional to manage
your online presence, engage with your audience,

42
00:04:03.240 --> 00:04:09.800
and create compelling social media campaigns.
And here's one role that you might

43
00:04:09.840 --> 00:04:16.040
not be thinking of, and that's
a crisis communications specialist because this role is

44
00:04:16.079 --> 00:04:25.519
responsible for managing a potential pr crisis, developing crisis communication plans, handling sensitive

45
00:04:25.560 --> 00:04:30.600
situations effectively, any negative reviews or
bad publicity you may get, you get

46
00:04:30.600 --> 00:04:38.600
the point crisis communication specialist. And
the last one is an analytics expert,

47
00:04:39.920 --> 00:04:44.639
and this is someone that's going to
measure the effectiveness of all of your PR

48
00:04:44.879 --> 00:04:48.959
efforts. You know, someone to
track key metrics such as reach and impressions

49
00:04:49.000 --> 00:04:54.199
and all that digital stuff that no
one cares about when you just launch a

50
00:04:54.240 --> 00:04:59.560
blind tweet or Instagram post on your
own personal accounts. So, now that

51
00:04:59.600 --> 00:05:04.519
we've identified the roles needed for a
PR team, it's time to start the

52
00:05:04.639 --> 00:05:11.759
recruitment process and you have to look
for professionals who possess relevant experience, a

53
00:05:11.879 --> 00:05:16.040
solid understanding of your industry, in
excellent communication skills. You have to look

54
00:05:16.040 --> 00:05:21.360
for individuals that are creative and adaptable
and have a track record of achieving results,

55
00:05:21.759 --> 00:05:26.279
and just look at their social media
when you interview them and their client

56
00:05:26.319 --> 00:05:29.600
lists. They should come to you
with a digital portfolio that will knock your

57
00:05:29.639 --> 00:05:33.680
socks off. So these roles and
responsibilities that I discuss this is like a

58
00:05:33.759 --> 00:05:39.839
basic framework for assembling an effective PR
team, and I get it. It

59
00:05:39.879 --> 00:05:44.839
may be a challenge for small businesses
to have dedicated individuals for each role initially,

60
00:05:45.319 --> 00:05:49.600
but the ultimate goal should be to
have specialized professionals in each of these

61
00:05:49.720 --> 00:05:57.199
positions. So by assembling a talented
and well rounded PR team, you can

62
00:05:57.199 --> 00:06:01.800
effectively manage your brand's reputation, max
amis visibility, handle a potential crisis,

63
00:06:02.279 --> 00:06:08.360
and achieve your PR goals. Remember, investing in a strong PR team is

64
00:06:08.360 --> 00:06:13.399
an investment in the long term success
and growth of your business. So best

65
00:06:13.399 --> 00:06:18.000
of luck on your entrepreneurial journey and
congratulations on taking the first steps towards building

66
00:06:18.040 --> 00:06:25.319
your PR team and establishing a strong
brand presence. This has been the seven

67
00:06:25.360 --> 00:06:30.199
minute Leadership podcast and I thank you
for listening. For more Paul Fellovaledo podcasts,

68
00:06:30.360 --> 00:06:32.399
visit Paul Fellovaledo dot com.