In cross-country, it’s often the goal of a runner to beat their personal record (PR). In that scenario, it’s them versus their self, and if they beat their PR, they just won.
Public relations and the term “personal record” share the same abbreviation, but that is not where the similarities end. Both involve passion, dedication and running the race every day. When it comes to a public relations representative, a club should seek one that has the skills and drive of a runner working to beat their PR.
Specifically, there are several aspects to look for in a potential PR position, according to Reina Porritt, the communications and public relations manager for Lift Brands. “The first thing is that we want someone that is passionate. We need a good fit from an agency and we definitely want them to care about our product, which in our case is fitness,” she said. “The second is creativity. We want our firm to be able to come out with good ideas that will cut through the clutter. The third thing is nimble. We want them to be able to be nimble — think quickly, move quickly on timely matters.”
Porritt suggested that a PR person must possess a clear understanding of the digital landscape and new media. She added, “We want them to be content experts, good writers … And then lastly, we want them to be good listeners. We want them to be able to match our objectives with media opportunities to help achieve our business goals.”
Sometimes it can be a challenge to decide when to implement PR into a business. Porritt pointed out that while PR should be installed into the company from the get-go, Lift Brands didn’t incorporate its PR team until later on in the company’s growth.
“For us, I know it came when our business really started to grow,” she said. “We were first Snap Fitness, and now we’re Lift Brands. We have a lot of stuff going on, and it’s a lot to keep track of. There’s a lot of story opportunities; we have multiple brands [and] each of our brands are doing different things. So, as soon as our plate got full and things started moving very quickly, we knew that was when we needed a [PR] firm.”
However, Porritt said PR is essential no matter the size of the company. PR representatives can help businesses find story opportunities among different publications, and they can provide guidance when it comes to answering questions in interviews.
PR is vital for representing and promoting a business’ voice. “I could not imagine a company without a PR representative or firm that helps you speak to the media, to the people,” she said. “They’re carrying messages for you so it’s incredibly important to have someone in PR for your business, because they’re going to craft and carry your messaging and get it out to people … what PR people can really specialize in and affect is your message, and at the end of the day, that’s the most important thing that’s going out to outsiders.”
The first step to finding the right PR person or team is research and figuring out the best fit for one’s business. Options are available, from large and general firms, to small and specialized firms. There are also individual professionals with an education background in PR that can represent a business. While having a specific education in public relations is key, Porritt noted experience is essential as well.
Like a cross-country runner who can run a variety of terrains, a PR person has the skills to work in any business. “When hiring a PR person, their general PR experience, skill level and passion for the PR business is more essential than their experience in a specific industry or field,” said Porritt. “If a PR professional has the writing ability, connections and experience — they can apply it to any topic.”
And who knows? They might just beat their personal record for PR success by working with your business.
By Heather Hartmann
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
