Managing quiet times in public relations
Summer can be a quiet time for PR and social media agencies, with many clients and members of staff taking annual leave.
Working in PR can be a rollercoaster, alternating between hectic and calm days, which is why it is important to have a plan on how to manage less busy periods to maximise efficiency while also taking time for yourself.
Here are some of our top tips for how to manage those quieter times in PR.
There is always room for personal development throughout your working life, and quiet periods at work offer the perfect opportunity to expand your knowledge and improve your skills.
Learn new skills – It is great to learn new skills for both your personal development and to improve your CV. For example, you might have noticed that writing is not your strongest area, and you want to improve and participate in your company’s blog or write more often for clients. You could start an online course on blog writing from websites such as Skillshare or Coursera.
Join the Chartered Institute of Public Relations – The CIPR is the professional body for PR. The benefits of membership include professional support, networking, development and recognition. It is also the PR industry's leading training provider, offering more than 70 courses virtually and face to face, which it says will “help you master practical PR skills, develop a strategic approach to your work, and get to grips with new areas of practice.” CIPR membership is a great opportunity to build your career in PR.
Stay Informed – It is important to stay up to date with your competitors as well as general industry news and trends. You need to make sure you are an expert in your field to offer sound advice to your clients. With the rapidly changing industry that is PR and social media, trends come and go so quickly that you must be always on top of what’s current to maximise engagement. Websites like PR News can help you stay informed.
Review client accounts – It can be easy to rest on your laurels and keep the same strategy and tactics if they appear to be working. We are not disputing the argument that if it is not broken don’t fix it, but you should always look to be encouraging growth and modernisation. For example, the latest trend on Instagram that is proving extremely successful in increasing engagement is Instagram Reels. Even if you have resisted social media or don’t think that your brand is relevant for social media, there is always a way to make your content fit and exploit the trends to benefit your clients. For example, you could share ‘a day in the life’ or ‘meet the team’ posts via Instagram Reels to show off your client’s personality. Even if your client is not keen on using social media, or if their brand doesn’t fit, it is important to ensure your strategy for them is up to date.
Build your own brand
We are all guilty of putting our clients’ needs ahead of our own during busy times. Prioritising clients is not a bad thing, but it does mean that sometimes you fall behind with promoting your own business. Quiet periods provide the perfect opportunity to give your own brand some attention. Here are some things to think about:
What are you saying about your own business? What are you offering? How are you portraying yourself and describing the service you provide? Make sure your messaging is clear and simple, leaving no room for confusion or misconception.
How good is your social media? Are you following the same rules you set for clients? Make sure your social media channels are up to date with clear branding and relevant content. Participate in all relevant trends and post frequently.
Is your website up to date? Visually, is your website eye-catching and modern with easy navigation to blogs and contact info? Is the content still relevant to what you do? Are you sharing regular and relevant blogs?
As you can see, there are many ways to keep busy during your quiet days. However, it is vital that you don’t burn out and make sure you also take time for yourself. The importance of wellness and mental health in the work environment is crucial for productivity, office happiness and employee retention. Our suggested tasks can be done over time and don’t need to be rushed.
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