Today’s lesson: ditch the marketing jargon

Image: Sourced from Oxford University

“So what is it that you do?”

“Public Relations”

“So what is it that you do?”

This morning I was reminded how liberating it is to get back to brass tacks.

A first meeting with a local businessman began with the kind of tumbleweed moment that rolls through your mind for an instant; how have I found myself in a meeting with someone who doesn’t seem to know why I’m here?

So I explained myself quickly, succinctly, with absolutely no jargon, mindful that I had a matter of seconds before Judgement Day would dawn and I’d be in with a chance of winning Sport Relief’s fastest ‘walk-in-and-out-of-a-sales-meeting’ mile.

No mention of audiences, engagement or content strategies.

“Well, every business has customer groups they want to reach, and we use our communication skills to help figure out the right messages and the best way to get them out there.”

“OK.” I get a nod; a green light to continue.

“But it helps if we know which parts of your business are the most profitable; the areas where you believe you could achieve even more, if only, dot dot dot. We can tell you a bit about how we’ve done that for others, and see whether there’s something we can help you with.”

We went on to have a very positive and enjoyable meeting, discussing some of the many challenges his successful and long-standing business faces in the dynamics of a changing market.

I learned lots about a great company, but this morning also taught me:

1. Keep it simple - It shouldn’t matter whether we’re meeting a marketing director with decades of experience and an MBA in Marketing Jargon, or the managing director of a business that’s earned its reputation without ever asking about audience segmentation, brand essence, OTH or TGI (it’s a restaurant chain, right?). Be clear. We’re communicators.
2. Get straight to the point - We will only stay in business if we make a difference to our clients’ success. That’s the bottom line (whether you’re looking above-the-line, below-the-line or in a wiggly-right-through-the-middle-of-the-line).
3. Ask more than you tell - Other people’s businesses are fascinating. Asking questions and sharing common experiences makes for a more interesting and productive encounter than just telling someone all about yourself.

So, we’ll see where simplicity takes us…

Sarah Bryars

Chief Executive

What is PR?

Recently whilst I have been studying for my CIPR Foundation Award, I have been looking at textbook definitions of Public Relations.

The Chartered Institute of Public Relations defines PR as:

"Public relations is about reputation - the result of what you do, what you say and what others say about you."

This week I have put the textbooks aside, I've been thinking about what PR is and what PR people do from an agency perspective.

Based on my first few days working with Target PR, these are my observations on PR outside the classroom.

Good relationships

Put simply, PR is about people and your relationships with those people. Good working relationships can help get things done quickly.

Good writing

PR is about producing copy people will want to read. Press releases are short, snappy and newsworthy.

Good causes

There's interest in how local businesses are supporting the local community. Companies that have been going the extra mile and holding quirky fundraising events that support local charities get great coverage.

Good timekeeping

PR is about thinking ahead and being aware of internal, external and your client's deadlines. PR involves careful planning and effective time keeping.

Good tea

And perhaps my most astute observation of the week is that PR is fuelled by copious amounts of tea. Whether the PG Tips, or the Earl Grey variety - its official - tea makes the PR world go round.

Charlotte Sanville
Freelance Account Executive