Sometimes you need to share important
information with a group of stakeholders – clients, employees, investors, even
the general public. You want the message to be clear and accurate; you want the
message to relay relevant details and answer questions before they arise.
You know what you want to say, but you find
yourself avoiding the writing process because it feels hard to put words to
paper. It is hard for you to lay out the information in a concise manner, and
you also have doubts about whether your grammar is on point.
You think about how your name will be
attached to the info being sent out, so you want the messaging to be polished
and professional. That totally makes sense. You are not alone in those
feelings!
Today, humans tend to get cranky about misused
words and typos. This is an unfortunate truth. At PR Consulting in Bellingham,
WA, we always encourage people to have more grace with others. We’re all human,
after all.
That said, messaging that isn’t clear or that
includes bad grammar can impact the reputation of a corporation.
It
is totally normal for leaders to feel anxious about corporate communications!
For those reasons, even the most incredible
business leaders have felt anxiety about corporate communications – writing on
behalf of a company, nonprofit or small business. For many, the process of
writing is filled with roadblocks and uncertainty, which can lead to overall avoidance.
In these situations, hiring a locally based
public relations pro who is experienced with corporate communications can be
your best bet.
Corporate writers who think and communicate
with PR in mind are an incredible asset. They know how to use words in powerful
ways – creating accurate and clear messaging and laying out the information you
need to share in a way that makes sense to recipients.
A local writer will have a good
understanding of the communication style of your community in which your
business is based. That voice is important!
Someone who specializes in corporate
communications thinks ahead and anticipates questions that stakeholders may
bring up. PR copywriters know to answer those questions in thoughtful ways
before they are even asked – including all key info in the letter, blog
article, e-News, website content or media piece they are crafting on your
behalf.
Spin
doctor or truth teller?
Some might refer to corporate communications
work as being a “spin doctor” – frequently turning negatives into positives and
keeping some information from the eyes of stakeholders.
However, at PR Consulting, our writing
style is positive, transparent and clear. We work only with businesses and
leaders who share these core
values. The Whatcom County companies that hire our team are honest and open
when mistakes have been made, and they want us to help them share how they are
mitigating challenges.
We don’t help put lipstick on a pig.
Since 2009, leaders have hired our PR and
communications team to help strategize and plan for a wide range of business messaging.
We’ve written and edited many corporate
communication pieces, including:
What
is the No. 1 tip for hiring a corporate communications pro?
If you are reading this and wondering
whether you should hire a corporate communications pro near Bellingham, WA, I
have an important tip for you to consider. Retain
their services before there is a critical need.
Contracting with a communications team to
manage baseline communications on a monthly basis – maybe one informational
article for your website and/or an email marketing campaign – will secure a
place for your business in their business.
When contracted, they will begin writing fact-based,
educational, public-facing content on behalf of your business. Writing about
your business before there is a critical need will give the team time to learn
the voice of your brand and gain a solid understanding of your industry. Plus,
you will be able to build a trusting relationship with the PR team while also
having the benefit of high-quality content (written with PR and SEO in mind)
delivered to your audience online or via email.
This is a proactive
approach to PR and communications that is worth the investment of
several hundred dollars per month. Contracting with a corporate communications
team means that they are ready when you need them for other tasks; they will be
well-versed in your business if a crisis happens or when you need to articulate
a clear message to stakeholders.
The alternative – searching for a
communications pro when there is an immediate need – is reactive. In “reactive” mode, you will be rushed in
the decision-making process. You may not be able to work with the most
recommended PR and communications strategist in your area.
For example, a couple of times each year –
when work volumes are high – PR Consulting stops accepting new clients. If you
called during one of those times, we would already be committed to serving
existing clients and could not engage or help you with your needs. It is super
disappointing for us when that happens, too!
This article should give you some things to
ponder as you explore outsourcing corporate communications. The main decision
is whether you’ll take a proactive or reactive approach.