We’ve had a lot of great conversations with business owners thinking about how to approach building a public relations and marketing program. Some have ideas and staff doing a great job working to execute. Others have ideas but no staff to do it. Still some don’t know where to start.
A common thread in these conversations are the questions we’re asked about a model for communications/marketing. I’d call it a best practice or rule of thumb that comes down to these numbers:
1) Have one plan. It can change. But work from one and just one as a team. Maybe you try something
that doesn’t work. Change the plan by removing it. We all get busy. If there’s a tactic you’d like to try but don’t have time this month, shift the idea. Keep the plan on paper and electronically for everyone to see/review and change.
3) Do three things well. Many times people come to the table to brainstorm ideas and the list gets long really fast. Review that list and think about three things your team can do—well. What will generate the most revenue and where can the team focus efforts. This is very strategic and should be the start of your plan.
5) Allocate budget. Rule of thumb is 5% of revenue (not net) should be allocated to marketing/communications. More if your company wants to grow. Budget for marketing/communications.
7) Be consistent. It takes 4 to 7 times for someone to hear and see your message for them to remember you and potentially take action. What feels like over communication is often just that—communicating your image.