Unless you want to quiz me on popular movie quotes or sports statistics, I’m no expert on many — if not most — things in this world. 
(I’m definitely intellectually curious, for what it’s worth).
Yet it always surprises me to find out how many people like to portray themselves as authorities in areas well outside their proven specialties.
For companies that don’t have comprehensive marketing, business development or communications support staffs at their disposal, that type of hubris can come at a very high price — both in terms of financial consequences and reputational damage.
All successful organizations have bright people on their staffs who are well read, well spoken and probably have demonstrated a way with words on occasion.
However, do they know media relations, crisis communications, public relations and how to tell your corporate story to the key target audiences? Have they spent years building relationships with the media — even working within the media — to learn how journalists think?
Let’s say you’re attempting to move the needle in terms of public awareness or elicit support for legislative initiatives. Can your team identify, mobilize and influence the critical parties necessary to accomplish your goals?
It’s okay to admit the answer is no — I can’t argue before a grand jury the way a trial lawyer does nor comprehend what it would take to perform open-heart surgery like a thoracic surgeon.
An April 28 article from Entrepreneur magazine’s “Second Quarter Starter Kit” discusses the top 10 reasons industry experts choose to hire an outside consulting expert. Some of the most appropriate to consider when choosing outside strategic communications support include:
-
To obtain specific expertise their own staff lacks;
-
To identify problems that employees too close to a problem can’t recognize;
-
To supplement a company’s internal staff and save money in the long term rather than hiring full-time employees;
-
To be objective onlookers who see problems from a different perspective;
-
To bring new life to an organization with fresh ideas and innovative thinking.
My colleagues here at WordWrite are subject matter experts in earned media, social media, crisis communications and public affairs, among other specialties. Moreover, on the most elemental level, we have the ability to implement the best strategy for sharing a client’s story the way they want and need it to be shared in order to reach those who make decisions whether to purchase your services.
Our experience runs deep in business-to-business sectors such as energy, professional services, technology, health care and manufacturing. There is no one-size-fits-all strategy or tactic that encompasses PR and communications for the clients we serve in these areas.
We don’t develop strategies to reach ideal clients at a financial services firm in the same way we design content to reach customers in the heavy manufacturing industry. The New York Times for a financial advisor might be PLANSPONSOR, while a company creating sustainable asphalt solutions might look at Better Roads as the top space to occupy. You have thought leaders and industry experts whose voices need to be heard in an auditorium filled with adoring fans from your target audiences, not in a vacuum devoid of listeners.
A truth that should be (but apparently isn’t) self-evident these days is that credentials count. Specific, hard-earned qualifications are why we choose whom we choose to provide services. We want the best and we want value for our hard-earned dollars. That’s why we make the purchasing decisions we do.
Not to get too high on my soap box, but since when did politics and politicians hijack “elite” and turn it into a derogatory word? We all want a college for our children to be considered elite, much in the same way we look for the very best when it comes to selecting a doctor, attorney or contractor.
Most reasonable people wouldn’t skimp when making similar decisions, so why would a business do it with its strategic communications and marketing support? You get what you pay for. Aren’t you and your company’s goals worth it?
_____
Jeremy Church is an account supervisor for WordWrite Communications. He can be reached at jeremy.church@wordwritepr.com and on Twitter @churchjeremy. 
