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Small campaigns, big results

Every PR agency has a number of clients on a budget. These are often the clients that bring out your most creative side and where results achieved are the most rewarding. Nevertheless, it may be difficult at times to strike a balance between the available budget and the time invested in the client.  How can you get more out of a campaign with limited financial resources? Four tips (that work equally well for clients where the money ‘drips from the walls’):

1. Use your content several times

Efficient use of resources is a dire necessity when the budget is tight. Make sure that the content you create is used several times. And by that we don't necessarily mean running complex campaigns: the sharing of a client's opinion in a blog post on its own website, an interview pitch for a professional journal, a tweet and an external blog contribution are accessible ways to use the same content in several ways.

2. Seek partnerships with other clients

PR agencies are the mediators between their clients and the media. So why not also play that role between our clients? There are after all always current developments that affect multiple clients at the same time. Think of the GDPR, for example, the European regulations concerning the protection of personal information. There isn’t a single company in the EU that won't be affected.

Make an inventory on where your clients stand on such topics and join narratives wherever possible.

3. Stay proactive

Small campaigns often involve one or two PR actions per month. That doesn't mean you will want to sit still for the rest of the month after completing them. Stay proactive in proposing new, relevant actions. You may well get a 'no’ nine out of ten times for lack of extra budget; what counts is that tenth time when funding is indeed available. Or, as sales tigers like to say: ‘Every ‘no’ you get, brings you closer to a ‘yes’.

4. Dare to say no from time to time

PR consultants are pleasers: we go a long way to satisfy our customers. Never lose track of feasibility and the expected result, however. Of course, you are providing a service to a client in a sense, but the client also pays for your role as a consultant. So, dare to say 'no' from time to time to plans that you don't believe in from a PR perspective. This will only improve the relationship with your client in the long term.

Sebastiaan Scheepers

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