Positioning PR for a "Bright" Future: Fast-Growth Agency Insider Dishes Seven Recession-Busting Tips for PR Firms and Corporate Team Leaders

August 12, 2009

Frank Zeccola's spotlight this week: Matt Rizzetta, Group Director, Technology Division, Dukas Public Relations

Some good news: "PR is in a much better position to grow today than it was seven or eight months ago," says Matt Rizzetta, who leads the technology division at top financial and tech PR firm Dukas Public Relations. "We're not in the clear altogether, but we're in a position to experience more growth over the next few quarters."

Before you accuse him of being overly optimistic, know that Rizzetta speaks from experience. Last year, as the rest of the economy collapsed, Rizzetta helped Dukas earn a top spot on Inc. magazine's list of the fastest growing privately owned companies in the U.S. And they've only gained momentum since then. Their revenue is up 15 percent since the beginning of the year. They've brought on four new clients in the last 60 days and have even hired several new staff members. And they won Gold in Best Investment, Banking & Financial Services at the 2009 Bulldog Awards for Excellence in Media Relations & Publicity.

But if you think Rizzetta and Dukas are sitting around wondering, "What recession?" you're absolutely wrong. In fact, it's a hyper understanding of the recession, its causes and pitfalls that have propelled much of Dukas's success in the last year.

It all comes down to positioning, Rizzetta says. "We've been able to grow despite the economic climate because we've positioned ourselves properly," he says.

Rizzetta stresses several additional key growth-sparking factors that agency and corporate PR professionals should capitalize on below. Read on for more specific tips and advice on how to take advantage of the trends moving PR in recession and recovery:

How can PR agencies position themselves for recovery?

You have to come to grips with the fact that it's not the same economic environment as two years ago. Client needs are different now. Some are focusing more on immediate sales opportunities and want a PR team that understands their short-term goals. But some clients want to build their brands over the long term. You have to tailor accordingly.

For example, some big agencies may have to be more nimble, take on business with emerging companies and be more flexible on retainers. At the same time, smaller companies should try to sign clients that might have gone to big-budget agencies a few years ago. We've positioned ourselves as a cost-effective alternative to the larger companies—one that will hustle and provide all the strategic thinking they need for a more competitive price.

In addition, we've also been able to find a nice niche in certain sectors. Technology is better positioned than some industries because it's so broad. It includes everything from enterprise software and digital marketing to telecom, social networking, new media, e-commerce and more. Other sectors are certainly more one dimensional.

If you're willing to venture into new sectors and spread your wings, there should be no fear of things getting worse.

Where are the fastest growing tech niches right now?

There's a lot of opportunity for growth in the enterprise software space and discount e-commerce. Clients and companies that sell retail goods at a discount are doing well as cost-effective solutions. The telecom space also continues to gain momentum and even healthcare tech and software, to a degree. Almost 30 percent of our nation's sales are in healthcare tech. You should be doing everything you can to carve your niche there.

What does the future hold for tech PR?

It's bright. When you look at it from a three-year perspective, anyone in the tech PR space is crazy to tell you we're in the same shape we were three years ago. But we're certainly in better shape than a year ago. And as we go forward, we can position ourselves for recovery.

Beyond positioning for recovery, what are your top tips for PR professionals in the agency and corporate sides,?

• Forge team-like bonds with your clients and management and become part of the team. Don't act like a vendor, such as a webmaster or monthly software provider. In this economic climate, it's difficult to justify vendors. As such, PR must understand the value of forging team-like relationships so that you're not just seen as a vendor. You should get ingrained in your clients' businesses, go the extra mile, bring ideas to the table, go beyond traditional PR practices and do everything you can to be viewed as a team member.

• PR as a whole should understand the value of people. As PR, we sell people. We don't sell technology or mechanical goods. Our clients and managers pay good money for intellectual equity. They need a team that's constantly brainstorming, getting ahead of the issues and putting together a plan of action. That will defeat a team that comes in, picks up the phone and starts pitching journalists. This is a creative game and we're selling intellectual equity.

• Understand each client or company's specific needs now. Sit down with management and understand what their marketing and sales goals are—and customize your campaigns so that they have a meaningful impact on how their brand is established. If a particular client is focusing on direct sales, customize to that. If they have a quick-sales approach, put on your sprinting shoes. But if they want more of a brand-building approach, develop a campaign that tailors to that. A brand that's working towards an established name and brand sales will reap the benefits

What are the pitfalls and mistakes you see PR making now?

A lot of agencies are treating the 2009 world of PR like it's 2005. They need to understand the realities and changes in the industry and get out of the old-school way of thinking. There's more opportunity in PR now with digital PR, blogging and new-media components. Four years ago, it was still very much traditional PR. Get with the new reality and change your strategies."

What other trends are you noticing in PR?

Social media continues to be at the center of PR. A few years ago, telephones and fax machines—even email—were key vehicles for communicating clients' messages. Today—in the tech space especially—reporters, clients and audiences are on social networking sites. You must be able to utilize those tools. Figure out new and innovative ways to communicate your clients' news. Press releases are still important--but their not the only thing.

And I'd just stress, again, that there are opportunities for growth in PR—but only if you're positioned properly. For us, that means we have to position ourselves as the hard-working shop that works around the clock and is here for clients every step of the way as a cost-effective alternative to larger agencies. For larger agencies, it may mean being more flexible about retainers and taking on clients that might be emerging clients.