Dale Walker is the Director of Communications at Francis Cauffman, a Philadelphia and NYC based architecture firm that has supported its clients since 1954 with innovative architecture, planning, and interior design services. With close to three decades of experience in marketing and communications for the AEC industry, Dale’s expertise includes marketing and proposal strategies, positioning, competitor analysis, collateral development, budget development and administration, as well as networking training.
By Dale A. Walker, CPSM, Director of Communications at Francis Cauffman
You made it through the first hurdle and agreed that you need a PR program. Your next big decision involves how to implement the program. There are a couple of different approaches: you can assign the task to an internal staff member and/or hire a new staff member, or you can hire an outside PR firm. Each has pros and cons. I will give you my experience with both.
PR as an internal function
The internal staff member will have access to all the latest and greatest as it relates to the inside information you are hoping to publicize. This includes images, descriptions and direct access to your key team members. The internal staff person can multitask, giving you expanded options, because he or she can also help out with other roles in your communications department. Just a word of caution here: this same pro can be a big con. If the team member is pulled into too many additional duties, then the PR program can wind up taking a back seat and your desired goals will suffer. Remember, if the effort is not consistent, the same will be said for your results.
One other note, most publications know that you want your information to be published. They may dismiss an internal effort on your part as self-promotion versus, say, getting the same information from an expert in the field.
PR as an outsourced service
If you have made a wise selection, the PR firm that you hire will already have solid industry contacts and can help guide you through development of your specific plan. Together, you will create and establish a budget based on the activity level that your plan requires. This can begin small and grow until you feel you have found the right balance between results and desired exposure.
The outside PR firm will be able to make this a consistent effort: this is what they do, and there will be no interruptions or loss of momentum.
Next, you need to make all your resources, images, descriptions, and experts available to your outside team. Your outside consultant will help give you more credibility in the marketplace since their team will work their relationships to promote your firm, and results will usually happen on a more accelerated scale.
In summary, don’t worry about how big or small your budget is. This is just the beginning and, regardless of the direction your take, this will be the starting point. Even if you just have a small budget, I recommend working with an outside consultant. Their energy and effort will maintain a consistent level of exposure and credibility. You will achieve much more in a shorter time frame.