Ready. Set. Collaborate – Five Ways PR is a Team Sport

Word PR.Working in public relations is as exhilarating as it is demanding. I can say with assurance that no two days are alike and that a career in this field promises to keep you on your toes at every turn. Most would agree that PR is for those who prefer to create their own destinies, blaze their own trails. There’s plenty of opportunity for this in our field, and that’s why we love it, right?

Sure, but as much as PR allows us the creative freedom to come up with ideas that’ll knock the socks off of our key audiences, PR is very much a team sport. Here are the top five ways.

Teaming up with customer service
In nearly all organizations, there is a segment of the team dedicated to one audience and one audience only: the customer. Since, ultimately, it’s the job of the PR person to attract more of them, you better believe that the customer service team is a key player in the success of the PR team. No need to be a mind reader when your fellow team members are talking to the customers day in and day out; getting to know their needs, their wants, their pain points and so much more. So what do you do? Turn that information into fuel for awesome PR campaigns and strategies.

Collaborating with designers
Once you’re ready to implement a campaign idea, it’s likely that you’ll want some creative assets to go along with it. In the visual storytelling age in which we now find ourselves, having a talented graphic designer on your side is priceless. Whether it’s creating an image to add to your press release or turning facts and figures into a beautiful infographic that can be shared across the web, a graphic designer can add tremendous value to the success of a PR team.

Tapping the stats guy (or gal)
Speaking of stats, nowadays we have more and more companies with a dedicated team member (or an entire team) who simply does data all day long. This is great news for the PR team because we all know journalists love data. Everything from customer trends and company growth to website traffic and Google Analytics; the data guys and gals are on it. Another reason you want to stick by the data miners is to help show and tell the value of PR and how it’s impacting the bottom line. For more on this subject, check out the previous blog post Communicating the Value of PR: Stop Dodging, Start Measuring.

Working with in-house experts
As PR people, we’re usually fielding media requests and coordinating interviews for others. Whether you’re on an in-house PR team or on the agency side, collaboration with your internal experts and thought leaders is a must. Successful teamwork requires more than just setting up time with reporters. It means collaborating on story ideas and PR opportunities that match the person’s expertise and that align with the organization’s goals and key messages.

Cooperating with journalists
Finally, we sync up with journalists to bring value to our respective audiences. Media pitching an idea and working with a reporter to bring a story to life requires input that meets the needs of both sides. On the one hand, reporters have a story to tell. On the other, PR pros have key messages to deliver to their target audiences. The happy medium is a story that adds value and brings something new to the audience.

What are some of the other ways you see PR as being a team sport? Would love to read about them in the comments section!

Andrea Carter is a Public Relations Specialist at AWeber, a certified news junkie and an aspiring world traveler. Check out Andrea’s back story here then follow her on Twitter @SheLuvsPR and connect on LinkedIn at www.linkedin.com/in/carterandrea/.

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Preparing for the Pope: 1 million visitors, 7,000 members of the media

WFM

This fall, hundreds of thousands of people from all over the globe will flock to our city for the World Meeting of Families. It’s estimated that over 1 million visitors will make the journey to Philadelphia for the week-long celebration. The festivities will have a powerful effect on the area; hotels are already booked, businesses will be booming and the economic impact will be huge. At the latest PPRA luncheon, PR for a Mega Event: Preparing for the Pope, some of the public relations professionals who are helping to ensure the World Meeting of Families runs smoothly spoke on what they have been doing and the excitement and challenges they’ve faced.

Representatives from the Philadelphia Convention and Visitors Bureau, Visit Philadelphia, the Archdiocese of Philadelphia, Brian Communications and the Mayor’s Office came together to address a crowd eager to learn about the process of planning for a series of events as large as the World Meeting of Families.

Big PR Challenges for the Papal Visit 

Social media
It is anticipated that social media for the World Meeting of Families will be up and running in 10 to 20 languages. This is a huge undertaking, but the communications partners working to set it all up are well prepared. A big social media center will be working at all hours of the day working to monitor, engage and keep things going smoothly.

24/7 deadlines
This exciting series of events is drawing an international crowd, which means international press. These members of the media will be working with deadlines far outside our time zone and it is important that they are able to meet those deadlines. In order to help facilitate this, there will be a 24/7 media center running from the Pennsylvania Convention Center.

Credentialing
There will be between five and seven thousand members of the media in Philadelphia for this week in September. It is realistically not possible to give every journalist, reporter and the like a credential for every event taking place. The professionals behind the media organization are hard at work to find a balance that makes everyone feel involved and keeps everyone informed. Part of this effort includes live streaming of events that can be viewed in the 24/7 media center.

Security
Pope Francis giving a public mass on the Benjamin Franklin Parkway is just one example of an event during the week that will need some serious security measures. The Mayor’s Office is in close contact with police from all over the world, coordinating and organizing the best possible ways to keep the Pope and all the attendees safe and secure. It’s a good thing that Philadelphia is exceptional at hosting large events and will have plenty of test events to try out new security tactics.

Controlling the message
The last time the Pope visited the United States social media was not nearly as prevalent as it is in today’s society. The communications professionals teaming up for the World Meeting of Families are working hard to craft great messaging to put out to all audiences. Social media makes it difficult for the messages to be controlled. Those pushing out information on social media can, in reality, say whatever they want and create their own (potentially false, potentially negative) messaging.  The social media center, set up in the Convention Center alongside the media center, will be crucial in monitoring posts and ensuring the proper messages are being shared on all channels.

Measurement
The great debate in the realm of public relations is how to effectively measure the success of a story placement, event, campaign, etc. The World Meeting of Families team is ready to take on the task of measuring the success of individual events throughout the week and the celebration as a whole. It’s incredibly important to capture this data because it’s a once in a lifetime happening and the chance won’t come around again.

It’s clear that the folks handling the Papal visit to Philadelphia are leaving no stone unturned. Keep an eye out for more developments as the World Meeting of Families approaches and get ready for the execution of an amazing series of events.

London Faust is an Account Representative at Bellevue Communications Group, a public relations firm specializing in media relations, crisis communications and issue management. She is forever #TempleMade, class of 2014. Follow her personal ramblings on Twitter at @londonfaust or her professional doings at @BellevuePRPhl.