Posts Tagged ‘expertise’


Your PR Business Is My Business

Wednesday, April 14th, 2010

by Emily Mouyeos*

Recently, I went to a Meet the Media event sponsored by the Publicity Club of New York and ran into one of my clients. They seemed surprised that I would be at the same event. When asked why I was there I answered simply, “Your business is my business.” I have no doubt that professional businessmen and women understand that it is important to know your client or customer’s business inside and out. However, to what extent will you go to be the expert – to make their business your business? I have listed below key points that have helped me hone my expertise in a way that not only impresses clients, but helps them succeed as well. That is why they are paying the big bucks, no?

1. Know before the pros
In the world of communications, we all want to know first. In the “dark ages” before the Internet and social media (I’m being semi-serious) there was some leeway as to how long it took us to find information. These days, once a newYour PR Business Is My Business product hits the market, there’s almost no excuse for not knowing about it or staying on top of that coverage – especially as it relates to your client. You know you are in a good place when stumped people say, “I don’t know but I know who does,” and then your phone rings! Knowledge is power and money!

The only possible reason I can give for not being in the know is that we are inundated with so much information that we can’t keep up. But then again, we are communications specialists and should know how to be a gatekeeper even for our own information. If you are experiencing information overload and need a refresher on how to cope both Mind Tools and Spot This Now offer some great tips.

2. Be an educator
Don’t assume that your clients know every trick of the trade. We all end up in our positions through different avenues so there may be something you know that your client will find helpful. If you have spent your time studying new trends or tools then you will be well prepared to keep your clients ahead of the game. I am proud to work for a company who strives to not only fully understand the needs and challenges of the profession we serve, but is also an educator in the field. The BurrellesLuce Resource Center helps PR and marketing professionals stay ahead of the media relations curve by providing free white papers, tips sheets, on-demand webinar, and more. A one-time registration gives you access to the full library of free tools.

3. Have Fun
One of my closest PR pals told me that the best thing about the job is becoming an expert on every aspect of the client’s business. Depending on the day or the client, one could be learning about the most prominent sea life in a particular country or learning athletic training routines for an emerging sports brand. And remember, learning is fun!The business may not always be that exciting, but, nonetheless, it’ll impress your client if you are able to learn new things and share these insights.

Besides reading traditional media and attending conferences, how do you become an expert? How do you stay an expert in your client’s business? Can you share an experience you’ve had where your expertise has helped you retain an existing client or helped gain a new one?

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*Bio: Emily Mouyeos joined the BurrellesLuce account management team with a background in nonprofit communication and development. Her background and current experience with BurrellesLuce allows her to effectively address client needs and consolidate feedback for senior management. To Emily, nothing feels better than helping others achieve their goal, whether it’s professionally or personally.  By focusing on client management through the Fresh Ideas blog, she hopes to evaluate new client management trends, as well as provide insight to the pros and cons of current practices. She looks forward to connecting with the readers of Fresh Ideas for new perspectives and dialogue on issues that affect overall success. LinkedIn: Emily Mouyeos Twitter: @BurrellesLuce Facebook: BurrellesLuce