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Taking a Dive into the Quickfire Practical Advice of the inaugural PRCA Marcomms events

 

COVID19 is placing unprecedented pressure on every organisation. Marketing is usually one of the first functions to suffer and the last to recover when the shit hits the fan…..these are certainly words that resonate currently across the industry and it is with great anticipation that I joined the first in the series of PRCA Marcomms Group events, the source of this description. The session focused on one of the key evergreen issues, that is now even more pertinent as we go through uncertain times and potential budget cuts - ‘How do you show your value to the board’.

The panel was an impressive line-up of agency and in-house expertise, including Carey Trevill, Interim CEO at the British Promotional Merchandise Association, Chris Fiorillo at Infosys Consulting, Nick Jones at International SOS and Chris Hall, Partner at Shallcross Partners Ltd. Digging into the issue, the panel was bubbling with a wealth of practical advice and insights. I think it’s safe to say, that there were tips for everyone, whether you’re an account exec or a senior manager.

Although we may all be suffering slightly from webinar fatigue, this one was lively and refreshingly free of ppt slides! (did that get your interest?)

Kicked off by Chris F, themes of relating to the Board and speaking their language came out loud and clear. If you don’t know how the business you’re working with sells, prices and grows - and your objectives don’t include phrases such as lead gen, client engagement, acquisition or profitability, it’s probably time to start.

Voiced by both Chris F and Chris H were tips of keep it simple, don’t hide and stay agile – the Board will be, and they’ll be looking for options and innovation to fuel this.

The panel took a barrage of questions from how to demonstrate the impact of a missed opportunity, to what if you don’t have the right relationships and internal PR. Check out the recording if you want the answers to these! Then swiftly onto the next speakers, Carey and Nick.

Carey touched on new frameworks and the need to help clients to understand the range and power of the mediums available to them. Re-examining service, value and resilience. And Nick rounded off with the move of marketing out of discretionary spend to a hardline item, leading the sales agenda. And how you can do this on a shoestring (excel) to all the whistles automated suites.

Rounding up with another set of questions, the session signed off.

It’s even more clear that our work as comms professionals needs this accountability to the Board focus every single day. Always being ready for when you are next asked ‘so what does your activity do for our bottom line?’ or even getting brave and making a commitment to consistent proactive communication on your achievements (as aligned with Board level objectives) – it’s here to stay in the new normal.

You can get all the insights in the recording here.

To have your say on the themes of the next Marcomms Group event, take our 30 second surveymonkey here.