Have you relegated your PR person to the task of press releases and social media posting?
Then you are not taking true advantage of the world of tools and techniques that have evolved underneath the PR person's changing role over the last 5 years.
Here are three ways in which companies UNDER-utilize their PR person:
Glorified Marketing - Used as a one way communications vehicle ("Make sure people know about us") This role is most often structured into a glorified marketing role - pumping out messages or press releases with company updates, in a one way direction, without regard to the audience or the end user experience with this information. This role has a limited number of outreach prospects because the news never changes!
Social Media intern - Do you consider your Facebook feed your "PR" machine? If so, you are missing an important point; Social Media exists, not to set your brand foundation or affect your brand perception - it is there to remind people - "we are still here". It should not be used solely to grasp new eyes to your brand and be considered "outreach". Followers are not Influencers. Liking a page has nothing to do with how your customers or your industry, perceive you or value your brand. If you just want followers - hire a kid out of college and pay them less.
Trade Show groupie - Well, at least they are in the right place - physically - to "Be seen in front of our customers". But what about the lead up - during - and follow up. (No... not just the email list you paid for.) Have you brainstormed with your PR team the ways in which you will create an experience for customers at this event? Will you set them up for anticipation, gather data and feedback while you are there - and then use that to churn out more data, content and follow up messaging after the event?
The PR team is the organization's extension of the customer's brand experience. It is also the role of brand champion, to ensure that every single communication is "on point" with the brand message, and as such, should have the power to make changes when they need to protect that message or if brand character comes into question.
So please view your PR person with fresh eyes - and no longer pigeonhole them as the "media relations" person.
They (should) know best how to connect; how to navigate this new media world; and how to protect your company's reputation.
If this is true, you have two options; change their job title - or start paying them more!
Inspiration for this post: http://www.prdaily.com/Main/Articles/19277.aspx