How to Effectively Outsource Your PR and Marketing

Are you outsourcing public relations or marketing services?

According to a Marketing Sherpa study (subscription required), 31% of businesses outsource PR functions, and an additional 9% plan to. Respondents also outsource search engine optimization and email marketing.

Surprisingly, only 11% of businesses outsource social media. I thought this number might be higher, but I have a hunch it’s because social media adoption is still low relative to other tactics.

Tips for Outsourcing PR and Marketing Services

Planning to outsource PR, email marketing, or social media? Here are some tips:

Integrated Communications. Sticking to one or two marketing tactics is like going to war with just snipers or just tanks. Integrated marketing communications, where multiple tactics work in harmony, enables multiple touchpoints with a consumer and ensures a consistent message across channels

Team Leadership. If you outsource PR, email marketing, social media and so on, who will ensure all those consultants work from the same playbook? Tactical silos can lead to inefficiency and missed opportunities. Consider appointing a quarterback to keep your tactical specialists on target.

Open Your Checkbook. Outsourcing PR can save money, done right, but you also get what you pay for. If you scrimp on a low-cost PR, email marketing or SEO consultant, it’ll show in the results. Thinking like a coupon-clipper — instead of thinking about objectives and the resources required to do the job right — rarely ends well.

Content, Content, Content. Who will create the content? What content will they create? How much of it? How will each of your vendors communicate with the others about content needs? The biggest oversight you could make when outsourcing social media and PR is to underestimate your need for content.

Don’t Outsource Social Media. It’s odd to say that, since many of my clients want me to “do” their social media for them. There are two reasons I discourage outsourcing social: First, being a “social business” is about tearing down the walls, pretense, and hierarchies of your company and letting your people (employees) connect in a human way with your other people (customers). Second, everyone working for you — including outside vendors — should have social media tools at their disposal. Designating one vendor to “do” social media is like designating one department to use phones.

What’s Your Take?

Are you outsourcing PR? Marketing? Pieces of those pies? How’s it working? What works and what doesn’t? Any suggestions for other business owners? Share them in the comments!

http://mediaemerging.com Scott Hepburn

Great point, Harry. PR Lite: All of the benefits, none of the cost. LOL. Where do I sign up?

Outsourcing is such a loaded word. I prefer terms like “strategic partner” (must be my PR guy spin…). It’s really a more accurate description of how client and service provider will work together.
http://mediaemerging.com Scott Hepburn

Great point, Harry. PR Lite: All of the benefits, none of the cost. LOL. Where do I sign up?

Outsourcing is such a loaded word. I prefer terms like “strategic partner” (must be my PR guy spin…). It’s really a more accurate description of how client and service provider will work together.
http://my-creativeteam.com/blog Harry Hoover

You can't totally outsource anything – social media, PR or marketing – if you want it to be effective. I was in a new business pitch and outlined my strategic approach to the partners. One of them asked me is there a “PR lite” approach, by which he meant one that was purely tactical and required no involvement from the company. I assured him there was but he would have to find someone else to do it. In my 30+ years in the business, I've gone down that road and it never ends well.
http://mediaemerging.com Scott Hepburn

Great point, Harry. PR Lite: All of the benefits, none of the cost. LOL. Where do I sign up?

Outsourcing is such a loaded word. I prefer terms like “strategic partner” (must be my PR guy spin…). It's really a more accurate description of how client and service provider will work together.
http://twitter.com/Heligonix Heligonix

Having one department that answers phones has worked for many businesses, but being able to access the other departments is a necessity. I've found that outsourcing social media is also effective if done properly. In answer to @Harry Hoover, you mentioned that outsourcing is a loaded topic. I am a certified social media strategist and work with companies on all levels of social media needs, from consultation and training to content strategy and implementation. Social media services are feasible, but must be done professionally and with a strong interactivity between company and service provider.
http://mediaemerging.com Scott Hepburn

Thanks for commenting, Heligonix [sorry, I'd call you by name, but I don't know it].

You're absolutely right that many companies use call centers to answer inbound calls. There are great efficiencies there. I probably should have been clearer, though — my analogy meant to suggest all employees (and vendors) can use social media to do their jobs. Indeed, a big reason consumers have turned to social media is the “not my department” attitude companies have had for decades.

I agree with you that, if you're going to outsource the execution of your social media, it requires strong interaction between client and service provider. Although, for my money, I'd still rather speak to company employees who have been trained and advised, even if they're rough around the edges, than a slick and well-versed outsider. There's no right or wrong…each consumer will have their own preference.
http://www.infinit-o.com Infinit Outsourcing

Outsourcing really depends on whom you are outsourcing to. They do not have to be “outsiders” as you said in your comment. What is essential in outsourcing, especially in terms of social media, is that you are going with someone that you must be able to trust. If you are not able to do so, or if you do not make the effort, then the results may backfire on you.

With regards to social media, citing your suggestions above, one of the things essential is leadership. So why can't you (or someone within your company) lead an outsourced virtual team? The problem with just letting anyone in your company do your social media, or be part of your campaign, is that whatever they say (or do) will be a reflection of your company, bad grammar and next to no people skills included.