An armchair quarterback is one thing. It’s innocent fun and often doesn’t leave any lasting effects – unless, of course, you spend big (and lose big) on sports gambling sites.
But taking on the role of an armchair communicator for your company could confuse your clients or damage your business reputation.
Why? Because not everyone has a solid grasp on how communication – whether it be with clients and stakeholders or the media and the general public – works most effectively.
This is why CEOs, top-level executives and department managers should leave the company communications in the capable hands of public relations and communications professionals.
Here are a few reasons why:
1. Step aside, ego
Journalists can spot an intriguing news story from a mile away. CEOs and upper-level executives? Well, not so much. This is why it’s best to leave the news sharing to the people familiar with the industry and those who know best.
Sometimes businesses believe too much of their own hype. Yes, it’s important to be enthusiastic and excited about company ventures, but don’t be blinded by ego.
Journalists know what makes news. Here, the company ego gets eliminated and an outside perspective is offered on whether a story will have the legs to reach the desired goals of the business.
2. How long will this take?
It takes time to craft an effective communication strategy and tell a good story, especially for someone who doesn’t come by these skills naturally.
And we all know time is money.
Managers often get pulled in a lot of directions. Meetings, phone calls, seminars and office duties monopolize their time. Instead, they should focus on what matters most – managing their department. Leave the communications and media outreach in the capable hands of a communications professional.
This will take one item, albeit an important one, off the ‘To-Do’ list.
3. Let go of the wheel
The hiring of a public relations/communications team can be a learning opportunity for both the company and the PR team. A company manager can understand a little about the inner workings of public relations, while the PR consultants learn more about the business operations.
Each side, however, must allow the other to do its job. There’s a reason why a PR/communications team was hired – there’s a need for professional help.
When a business allows a PR pro to do the driving and focus their skills on the task, it’s likely the desired will be reached.
4. Keep the lights on
Don’t be a one-hit wonder.
A business will want to make a big splash when it has a major announcement or a new product launch to share. Media will gather, social media channels will light up and the company will soak up the attention.
But it’s important to keep the lights on after the big show. That’s how a company stays relevant.
A communications team can develop a strategy and keep a spotlight shining on your business year around. Share your story, engage with clients on social media and keep your brand in the minds of your audience.
5. Toot my horn
Do you have something to say but don’t know how to share it? Do you want to brag but not seem arrogant?
That’s easy – let a public relations agency be your voice.
Have someone else deliver your message. It’ll save you time and give you a more professional look and sound. Plus, it’s awkward to toot your own horn in public.