How to instil accountability in day-to-day PR operations?
To be accountable, effective and evocative are my company's three key values but how do we instil them into the wider team?
We started out a million years ago with a deliverables-based contract. Outputs, we call them now. At the time, this was pretty revolutionary - a PR agency documenting what it would do for the fees, whatever next! Well, being accountable has shaped everything we do, develop and even our creative processes.
Cutting a clear pathway
First, we developed an approach to communications strategy. A step-by-step process which gave the purpose and intent of the tactics, activities and deliverables. Now, all our programmes start with Pathway Comms strategy development. And to be frank, it’s gold. Clients love it. So do we because it provides complete clarity and cohesion.
Pathway is a clear step-by-step approach which delivers a clear actionable outcome. Most importantly, because it’s rooted in the client’s commercial goals, it keeps our PR aligned with the wider business' priorities and keeps us engaged with the SLT and key stakeholders.
Leading by design and practice
We found ourselves doing more and more thought leadership for subject matter experts. With practice, we developed an efficient process for extracting information to draft material that felt both authentic and accurate on their behalf. We also developed a view about what was and, just as importantly, what was not thought leadership - and identified behaviours a thought leader displayed. This we captured in a service called Beacon.
Thought leaders need to feel confident in front of the media, so we developed an approach to media training called Flare media training. Then we found partners who, quite frankly, could do it better than us, so…we partner with them. While the Flare service lives on as a limited offer, we mainly outsource to trusted partners.
When we discovered, by chance, how powerful LinkedIn was for our business in driving opportunity, we immersed ourselves in it. We created, tested and refined a white glove service specifically for our most senior leaders to help them build their personal brands - we call it Catalyst.
Recommended by LinkedIn
Practice what we preach
All our services have been tested on us first - this is how we ensure our innovation stays accountable. All our services are designed to grow brand awareness and opportunity through owned and earned media. Our clients work with us because they are ambitious for growth and we hold up a mirror to what is possible.
Measurement and the drive to attribute one type or another have become a critical decision factor. We’ve developed two models to help us and our clients measure the programmes we are delivering for them. Our frameworks are aligned with industry association standards and modified to accommodate different budgets. We’ve yet to give our frameworks a name currently, we are referring to them as Lite and Grande - these may stick!
Review and improve constantly
We instil accountability in the wider team by providing the tools, practicing the behaviours and keeping the door open to new ideas for enhancing operational effectiveness and accountability. Every member of the team is asked to adhere to the following statements using the processes and tools we have provided:
Accountability isn’t a value we stick on our website because it sounds good. Accountability runs through us like a stick of rock. We live it, breathe it and work it. Accountability is in our nature and our toolkit has been developed to ensure clients can truly benefit from it.
How do you instil your company values in your team?
Absolutely love the emphasis on accountability! It's not just a buzzword; it's the backbone of any successful team. At [Your Digital Marketing Advisory Firm's Name], we've found that instilling company values starts with clear communication and leading by example. We make sure every team member understands not just what we do, but why we do it. That way, accountability becomes ingrained in our culture, rather than just a set of rules to follow. One thing we've found effective is regular check-ins and feedback sessions. This not only keeps everyone on track but also fosters a sense of ownership and responsibility among team members. Thanks for sharing your insights and tips – they're definitely going into our toolkit for nurturing accountability in our own teams!
Purpose-driven strategies that have the power to lead change ⚡ Certified Brand Specialist ⚡Brand Strategy & Consultant ⚡Branding workshops ⚡ Fractional Creative Director ⚡ Take the world by storm
8moSo important to ensure values are lived and breathed across an organisation.
Accelerating SME Growth | Strategy & Change | Culture | #CuriousFriday
8moI absolutely love the way you have developed your services around both what you do and HOW you do it. Embedding your values. 🥳
Love your story, you and your team’s authenticity and your accountability….that’s why we work with you and treat you and your colleagues as ‘trusted others’. Keep thriving!