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influencers

How PR Pros Can Navigate Executive Change

How PR Pros Can Navigate Executive Change

Last week, our country participated in the age-old tradition of peaceful transition of power.  While most executive changes don’t typically involve the Oval Office, they all face similar challenges. 

New executive teams often result in change, both internally and externally, and fear or anxiety may be the byproduct of these shakeups. As employees, clients and even media begin to speculate about the organization’s future, the vital role of the leadership and communications teams is to reassure and re-engage.

For PR professionals involved in the transition, clear communication is the key to a successful and smooth “changing of the guard”. Adhering to a few sound principles will help: 

Plan ahead, way ahead. Forward thinking and strategic planning should be incorporated early on. Together, as partners, thinking about and talking about the transition well ahead of time allows for ample preparation and strategy development for the succession. It also ensures that the right questions are asked proactively and that messaging is developed well ahead of when it is actually used.

Be in the room where it happens. A crucial component of success comes from truly being a part of the process from the beginning: meeting with the board or key leadership, discussing a strategy and putting a timeline in place in order to meet goals.  PR executives can also guide leadership on communications process and prepare them for the transition.

Transparency goes a long way. When handling internal communications, it is important to be transparent whenever possible. With more information available, there is less chance for the rumor mill to disseminate false claims.  Communicate frequently, be open and try to acknowledge the changes ahead. It allows a sense of a surety and trust within the organization. 

The first 100 days following any transition are critical, but our work as communications executives doesn’t stop there.  In fact, day 101 marks the continuation of the new campaign. The first year is an equally exciting time and the work continues with ample engagement opportunities ahead. Acknowledge any key milestones and find news pegs and fresh ways to keep your executive top of mind.

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Personal Branding Resolutions for the PR and Marketing Pro

Personal Branding Resolutions for the PR and Marketing Pro

“New Year, New You”, as the saying goes.

Though many like to set diet and fitness-focused resolutions in the New Year (and if that’s you, visit our client Furthermore’s site for some serious fitspo), PR and marketing professionals know that setting goals for a “New You” should go beyond the physical.

Our personal brand – our reputation, our image on- and offline – is something good pros manage and curate for ourselves, just as we do for our clients. And what better time of year to review and do just that.

In the spirit of “New Year, New You,” and setting new goals for 2017, here are four daily resolutions for PR and marketing professionals:

On social media: As social media platforms continue to evolve, there are even more new and shiny ways to get your message, passions, and expertise out there. Resolve to offer something insightful to your audience, no matter which platform you’re using. Try out the new capabilities of each platform, like Facebook Live or Instagram stories, when appropriate, but the content should always be meaningful to your audience.

 At the office: Whether you’re the CEO or the newest member of the team, you can still work on your personal brand. Are you known as the go-to person for crisis management, or do other teams come to you first for out-of-the-box creative ideas? Play up that go-to expertise. Then, pick one area to really focus on and improve this year, in order to offer something new to your coworkers and stretch your capabilities to the next level.

With clients and business partners: Clients expect to see their partners go the extra mile. Resolve this year to spend extra one-on-one time with your clients, attending their events with them or getting firsthand experience with their brand. Then, share your experiences with your own audience and hone your PR skills within your own sphere of influence.

 With friends and family: Influencer marketing was huge in 2016. When it comes to your personal brand, remember that your friends and family are the influencers of your life. Sharing your expertise with them creates more opportunities and a larger audience for you.