0 comments on “How to maintain high standards in business”

How to maintain high standards in business

In light of our Managing Director Mandy’s new role as a client PR advisor to the Chartered Institute of PR (CIPR), Carys grabbed her for a quick chat on how to establish and maintain high standards for the benefit of your customers, and how this can be put into practice to make a real difference across all elements of business.

With over 20 years’ experience as an agency leader Mandy has built brookscomm from the ground up, gaining a wealth of knowledge on how having high standards within your company can lead to longlasting business success.

Where does your commitment to high standards come from?

A phrase that my parents always said to me growing up was: “If a job is worth doing, it’s worth doing well”. It’s encouraged me to have high standards and has stayed with me. Now I realise it’s shaped my approach to most things in life, including business.

The question isn’t just around why we choose to focus on getting the best quality in business, but also how. The ‘why’ is clear – we want to put our best foot forward and in a business environment, we know that this is the way to offer the best service to our customers. It’s the ‘how’ that takes a little more work.

What can be a barrier to businesses maintaining such high standards?

If you speak to any business leader, they will undoubtedly say that they want high standards. We all do. But often the focus is put more on practical details. It is far more a state of mind than it is in the logistics like how people work, or who is working and when.

There’s a lot of misconceptions out there – perhaps that enabling people to work remotely or part-time means they’re not working as hard or to a high standard, or that if you take a lean approach to your business your quick decisions may be ‘knee-jerk’, which compromise your output. But that’s not the case; in fact, in some scenarios it can even be the opposite of what you’d expect. Working smarter and staying agile means you’re quicker with your processes or working setup, not dropping on your quality.

What are some of the best ways to focus on quality within an organisation?

If high standards are lived and breathed, then the concept is always at the top of your mind. It’ll shape all your decisions, from recruitment and processes through to strategy and business development. 

By committing to excellence in your industry, you’re able to provide the best possible service for your clients or customers. Explore new qualifications, make it a priority to stay up to date with latest trends impacting your market, invest in training for your team and stay in touch with likeminded contacts in your industry. This way you can offer accurate and reliable consultancy to your clients and understand your position in the market that much better, helping you finetune your offering too.

What can industry leaders do to drive higher standards?

The CIPR (Chartered Institute of Public Relations) is on a mission to develop a level of excellence for our industry, bringing a new level of rigour for PR professionals through its qualifications, events, training and other CPD related activities. I’m playing a role in helping them develop this by operating as a Chartered PR Client Advisor, which means organisations can request support from the CIPR to appoint either an external agency or recruit a communications member of staff.

It’s great to see that through programmes like the CIPR’s Client Advisory service, organisations are committed to maintaining high standards and are bringing in expertise to help with that. By applying the same rules to communications as they do to any other element of the business, leaders can focus on getting value for money and stay focused on maintaining a high-quality standard for customers.

Learn more about how Mandy and the team can support your integrated communications activity here.

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How PR can be measured

PR misconception

Unlike Marketing or Advertising, which have clear, measurable ‘tick-box’ outputs and results, PR is considered by many as ‘fluffy’. A common misconception is that it’s difficult to quantify and thus measure.

Often, people measure the financial equivalent cost of Advertising vs the earned media achieved. However, with the convergence of PR, Marketing and Advertising, there are a multitude of ways to measure the impact of PR.

It’s important to establish your key performance indicators, what tactics and tools you want to implement and the goals you want to achieve. Do you want to be considered as a thought leader or have your brand mentioned in the top ten UK technology oriented magazines and websites?

Demonstrating the success of positive earned media and return on investment can be achieved when you quantify the following:

Press clippings:

Track the number of times your press content is used in your target media to gauge success. However, it shouldn’t just be a numbers game. Try and focus your efforts on ensuring the targeted media outlets are read by your target audience.

Media Impressions:

It is importance to measure reach and brand exposure. A good media database can easily and effectively measure readership and website traffic unique views per month (UVM), which are independently verified. However, you should not take these statistics purely on face value.

Take the time to delve deeper into the engagement rates of online influencers. With the increasing use of bloggers and services such as Instagress, anyone, for a small fee, can easily and quickly ‘buy’ followers. Using these tactics to cheat algorithms and artificially increase followers is very misleading, undermining the influence of others who have built their following organically. Does the influencer have an engaged audience? Are followers actively discussing, sharing and buying the products or services the influencers are promoting?

Content:

Read all the press coverage achieved, as it will provide a clear overview of the positive, negative or neutral sentiment of the brand or product. Obviously, the more positive the coverage is, the more successful the PR efforts. If there are spelling mistakes or inaccuracies, don’t be afraid to contact a journalist or influencer to have the content rectified, to ensure it’s not ambiguous.

Click-Throughs:

Calculate the number of click-throughs gained from social media and blog posts. Monitor the website traffic to landing pages and general acquisition through Google Analytics, and delve into spikes in sales and whether they correlate to coverage or scheduled competitions. This will provide great insights and show return on investment. If you have high conversion rates and you know the coverage has increased sales, then the PR efforts have been worthwhile.

Social Media:

There are many social listening tools available which offer in-depth analysis on conversations involving your brand or product. Regardless of your budget, you should at the very least be monitoring brand and product mentions, general conversations, your brand advocates and influencers.

The value in PR is that you have a third party, trusted endorsement, which holds much more weight than a salesy, expensive advert. The reach achieved using PR can go above and beyond traditional marketing channels. However, an integrated combination of all three aspects of PR, Digital Marketing and Advertising will achieve optimum results.

At brookscomm we have over 20 years of PR & marketing expertise and a proven track record of providing an integrated, measurable PR and Digital marketing strategy. We can help you boost your business. Email michael@brookscomm.com or call us on 01483 537 890. 

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