Sometimes, it’s not the big things we do for clients that make them stick around for the long haul; it’s the little things. Those five-minute tasks you consistently do for them that they simply don’t think of (or have time to be) doing themselves, but which provide value.
Taking care of simple PR-related social media updates can provide that opportunity. Especially if you don’t handle their social media as part of the retainer or agency/client relationship and they don’t already have this handled, it makes sense to get involved.
Think of it as investing in retention.
These aren’t creative ideas; these are very basic (yet important) tactics tied to PR that can help your client. It’s a way to show clients you are proactive and interested in their success and have the initiative to increase their visibility on all levels.
What if you handle your own PR? It’s a reminder of some easy things you can be doing to expand your own visibility.
1. Have a new press release going out? Automatically share it as an update on the LinkedIn company page.
Make this a habitual part of your normal press release distribution process, along with sharing any significant press mentions you garner.
It sounds so simple, but how many companies actually remember to do this? Not many. If your client forgets, give them a hand with it and take over responsibility for company page updates specifically related to the PR activities you are already doing.
This does require you to be an admin on the LinkedIn page, which takes only a few minutes to do—assuming a company page already exists and you have the admin already in your network. (If there isn’t a pre-existing page, it’s a little more complicated.) To make it extra-simple for your client, send a link on how to designate an admin along with your request.
If you want to take your new process a step further, you can ping the CEO and or C-suite when an update hits the company page, asking him/her to like the update and add a comment so it is shared across their network, too.
This process is very simple, yet it helps your client keep their page updated and ensures a more integrated approach to sharing news.
Sharing press releases and mentions as LinkedIn company page updates are something every company should do, so it might be an opportunity.
2. Notice their newsletter hit your inbox this morning? Share it on Facebook for them.
Execs often don’t think the company newsletter can be shared on social media, but it absolutely can.
Instead of telling them what to do, clients are thrilled if you ask permission then simply do it for them. It’s one less thing for them to think about, and another reason they’ll value you even more as part of their team. Just make it clear where the boundaries are for your social media activity–so there are no misunderstandings about just how much you are taking on.
As with LinkedIn, this will require that they add you as an admin to the page.
3. Land a byline article for your client? Post an insightful comment with the original article that expands on an idea or encourages dialogue with the author.
If the publication allows comments right below the article, as most do, and/or if they shared the article on one of their social media platforms, post the comment there to kick-start conversation about the article. The publication’s staff appreciates it, the activity can help boost SEO for the article, and it improves visibility for the author, especially if the conversation suddenly catches fire and fosters engagement.
If you want to invest more time and this client (or your company) has a blog, write a post expanding on the original article, then link to the blog post in your comment. This brings visitors from the publication to your own blog.
Often you can pull the quote right from your interview notes or by rewriting something already in the article—if you wrote the article on behalf of a client—or the original author can create it in just two or three minutes. It shouldn’t be time-consuming.
These are just a few quick and simple ideas. As with anything else, be sure to have a detailed conversation about scope, exactly what you want to do for them, and why. This makes sure everyone is on the same page and that you aren’t reinventing the wheel.
What if they already have social media handled, including posts related to your public relations activities? Put on your thinking cap: What can you do for your client that only takes a few minutes, but will let them heave a sigh of relief?
Carrie Morgan is a 20-plus year public relations veteran based in Phoenix, specializing in digital PR. A version of this story first appeared on the Rock The Status Quo blog.