PR has always been a vital part of the marketing mix, and is arguably becoming even more important as social media and digital communications bring organisations closer to their customers and the wider public.

However, as the phrase ‘marketing mix’ clearly implies, PR is only one of several tools that should be used to communicate your message to potential customers and other key audiences.

Too many organisations fall into the trap of viewing PR in isolation from wider marketing plans and business objectives. There can be a tendency to adopt an ad-hoc, scattergun approach and seek media coverage for its own sake, without consideration of how it is benefiting the organisation.

The potential problems that can result from using PR in isolation are subtle but nevertheless highly significant.

Equally, the benefits of co-ordinating a company’s wider business objectives in an integrated sales and marketing plan are telling – and well within the reach of any organisation prepared to take its marketing seriously.

The point to remember is that customers will view the whole finished product (not just isolated elements) and will judge you on the result created by that unique combination of complementary elements.

Bearing all of the above in mind, we’ve put together some key points for ensuring your PR is carefully aligned with your long-term goals:

• Load, aim, fire! This maxim works well for firing a gun and also for our purposes here. Load = planning, aim = targeting market segments/key demographics or selecting correct media channel. Fire = executing the campaign.

• Striking out and organising an event or PR campaign can be fun and give the impression that action is being taken but you may simply be playing the role of ‘busy fool’ or convincing your boss (wrongly!) that you know what you’re doing when it comes to marketing and sorting out the company’s image/messaging problems.

• A campaign that is not rooted in a plan will be superficial and create less impact, as it may well be perceived as inconsistent or even irrelevant to the overall message of the business. Results therefore will not be sustainable over the long term.

• Don’t be fooled into thinking this whole argument is not important because its validity isn’t readily apparent. Things that happen below the radar or behind the scenes often lack glamour but play a vital role in producing a stunning end result – think of the serenity of a swan in full flow appearing totally calm and magnificent on the surface but with all the hard work occurring invisibly beneath the surface.

• If your PR is part of a wider plan it will have wider support throughout the organisation as more people will necessarily have bought into it at concept stage. Because of this, the vital motivation and drive will be in place to take the campaign on energetically and vigorously to a successful outcome.

• Prior analysis of the market, engagement with targeted customers and reflection on any findings will reveal exactly where to put in maximum PR effort, with the result that any campaign executed on this basis will be underpinned by a solid foundation.

All the above points will help you to maximise the ROI for your PR spend. This route definitely takes more effort and use of intellectual resources but will always produce better results – surely the whole point of the exercise!

Jeff Hardman is the founder and owner of Barnhill Marketing, a well-established business and management consultancy based in Broxton, Cheshire. For more information visit www.barnhillmarketing.co.uk. Follow Jeff on Twitter here – you can also view his LinkedIn profile and read his blog.

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Outwrite client Jones Bros featured on national BBC TV news bulletins in March when the spotlight shone on the company’s renowned apprenticeship scheme.

The BBC’s chief economics correspondent Hugh Pym interviewed Jones Bros’ commercial manager Ruth Jones, along with two of the firm’s apprentices Christian Williams and Jack Martin.

The interviews, part of a news package focusing on youth unemployment and the latest job figures, took place at Swinford in Leicestershire where Jones Bros is currently working on a wind farm project.

The item was broadcast on March 14 on the BBC’s 6 o’clock and 10 o’clock news programmes, as well as BBC News 24.

Ruth Jones said: “It was terrific to get such positive national exposure for Jones Bros and our apprenticeship scheme which we value highly. As we are now working on projects across the UK, press coverage like this really helps to raise our national profile.

“Christian and Jack really enjoyed appearing on the BBC, it was a great experience for them too.”

The Jones has run its highly successful apprenticeship programme for four decades, remaining committed to it even during periods of economic downturn.

It now boasts a highly skilled, loyal workforce, with many former apprentices now running multi-million pound projects.

Fail to prepare for a media interview and be prepared to fail, as Labour’s deputy leader Harriet Harman discovered recently.

Ms Harman, who generally enjoys a reputation as a confident media operator, struggled to give the figures on how much a bankers’ tax would raise or how much a job creation plan would cost.

Speaking to Jo Coburn of the Daily Politics Show from a Labour meeting in Coventry, Harriet Harman said: “I will have to get back to you on that.”

When asked about the cost of the job creation guarantee plans, she said, “There is no mystery about it,” although she was unable to give any figures on the cost. Later in the interview Ms Harman said the figures were “at hand, just out of reach here – and you know it is a carefully costed programme.”

Unlike politicians, most people don’t get the chance to be interviewed live by a broadcaster, but if you do, seize the opportunity to promote your business/service with both hands.

Prepare fully!

These tips should help:

• Try to find out what the reporter wants to know in advance (or at least the gist of it). Ask what the first question will be so you start off on the right foot
• Ask if the reporter is interviewing anyone else at the same time (to ensure you are not being pitted against someone else)
• Prep with your own question and answers (Q&A) to ensure you’re ready for any potentially sticky questions you may be asked
• Research thoroughly – consider strengths and weaknesses of your product or service
• Look up facts and figures (unlike Harriet!) and if you are asked a question you can’t answer, admit it, don’t try to bluff!
• Hone your messages to three key points and avoid jargon!
• Try to answer every question clearly and succinctly
• Thank the journalist when it is over

Media training skills are invaluable to modern businesses seeking to maximise their PR exposure in the media.

Three Outwrite clients recently commissioned such training to ensure they get maximum benefit from interview opportunities.

Classical media training is considered to be about learning how to handle questions from reporters in a crisis:  standing outside the gates when the building is burning down behind you.

However, media training is also useful for employees who will be interviewed about good news stories.

Employees at St Dunstan’s, Llandudno, the charity that supports blind ex-Service men and women, wanted help running through likely questions from broadcast media ahead of a significant development:  the announcement earlier this month of a complete rebrand with name change to Blind Veterans UK.

Sioned Phillips, Arts & Crafts Instructor at Blind Veterans UK’s centre was among the staff that we trained.

She said: “I have had a little bit of experience of media interviews before, but have always found it pretty daunting.  However, after I received training from Outwrite I felt fully prepared and it gave me the confidence and skills to successfully undertake interviews for S4C and BBC Radio Cymru on behalf of Blind Veterans UK.”

Leading UK wood recycler Plevin is expanding quickly, and making the news with announcements of big new contracts, among other stories.

We spent a day with managers, giving them a greater insight into how journalists work.

Managing director Jamie Plevin said:  “By learning how the journalist prepares to conduct the interview, we got a better understanding of the kind of questions to expect.  The mock interviews were very valuable.”

Engineers and project managers from Jones Bros civil engineering UK  also spent a day being put through their paces about stories covering projects from wind farms to highways construction.

Commercial manager Ruth Jones said:  “We practised and learned a lot and went away feeling much more confident.   Some of us have given broadcast interviews since.  Using our knowledge and skills from the training made them much less daunting.”