10 Ways To Navigate A PR Dry Spell in Malaysia

Imagine this, you’re sitting in your office on a Monday morning and your phone isn’t ringing off the hooks with endless instructions from top management. You grab a cup of coffee, turn on your computer and wonder what you’re going to do for the rest of the day. You’re probably caught in the middle of a PR dry spell, and having your team members doing Tik Toks all day just isn’t an option.

While PR dry spells aren’t a common occurrence in most companies, they do happen in the midst of crises, changes in shareholding, quarterly announcements, annual reports, events etc. While breathing a sigh of relief after being caught in the thick of an eventful first half of the year is appealing for most, it’s not a great idea to just remain idle until something pops up on the horizon.

Sī vīs pācem, parā bellum
If you want peace, prepare for war

 Publius Flavius Vegetius Renatus

While quoting the words of a Roman general isn’t exactly applicable in the world of Public Relations, the significance of this quote is undeniable, and you will find it beneficial to integrate it into your corporate communication plans as we’ve explained in some of our earlier articles:

• The 4 Steps to Effective Crisis Communication Planning
• 8 Tips for Effective Corporate Item Inventory Management in Malaysia
• Learn the Top 15 Key Metrics for Public Relations

As you can see, there are many things to do apart from planning for your week-long annual leaves during a PR dry spell. Of course, as employees, we will let out a long sigh of despair whenever this is brought up but think of it as a chance to brush up your PR and Branding skills when the time comes for you to take the helm.

Without further ado, here are the 10 Ways To Navigate A PR Dry Spell In Malaysia:

1) Assessing The Situation

The first step in addressing a PR dry spell is to assess the situation and identify potential causes behind the lack of activity. Is it a seasonal downturn, industry specific challenges, or internal factors within your organisation? Understanding the root cause will help you develop an effective plan.

PR dry spells should not be a common occurrence in any organisation with a well thought-out KPI. It doesn’t necessarily mean that you have bad KPIs, it just means that your current work culture is not improvement centric and is based on how much work a person is doing, even if they may amount to nothing at the end of the day. So, it probably wouldn’t hurt to take a look at your set KPIs again to identify any weaknesses.

Most managers in PR and Branding make the mistake of over-simplifying their KPIs. On paper it seems like a simple task of keying in a few lines of texts, placing a percentage and unit of measure in the next column, totalling that up to 100% and calling it a day. In reality, KPI setting requires much more effort, taking into consideration multiple metrics to produce measurable results at the end of every year.

Having a well thought out KPI throughout the year is crucial for several reasons:

i) They Provide Greater Justification For The Work You Do

Have you ever seen billboards from companies who seemingly have a monopoly over their industries? They cost in the excess of hundreds of thousands and is completely unnecessary in terms of ROI because they are the sole provider of their products or service in Malaysia. While you know exactly who we’re talking about, names have been omitted to prevent the inevitable lawsuit which may be waiting for us.

From our years of experience within these companies, they practice what we would like to call a conditional KPI. If you’re unfamiliar with this, conditional KPIs are usually listed down like this:

As you can see, conditional KPIs are measured based on the number of tasks completed per year. While this is a great way to ensure that projects are undertaken consistently every year, your tasks eventually become a mundane checklist of doing work just for the sake of doing it with no real purpose behind it.

Don’t get us wrong, the conditional KPI system isn’t completely without advantages. They are great for low to medium-skilled operational responsibilities, ensuring that work gets done. But for professionals, a goal oriented KPI is much more effective at ensuring that your work is backed by value.

Here’s an example of a goal oriented KPI:

Goal oriented KPIs explores the more technical aspect of your industry, taking into account the effectiveness of all your initiatives, providing an emphasis on the “why” rather than the “what”. Goal oriented KPIs exist to ensure that you get the most bang for your buck for your investments, minimising wasted efforts in your workplace.

They also work to provide proper justifications for procurement and finance teams, ensuring that there are no discrepancies when internal auditors come knocking.

ii) There’s Less Room For Dry Spells

Well-optimised KPIs are like a well-oiled machine in a sense that there are always room for improvement. Most managers in PR and Branding make the mistake of oversimplifying their KPIs. On paper, it seems like a simple task of keying in a few lines of texts, placing a percentage and unit of measure in the next column, totaling that up to 100%, and calling it a day. In reality, KPI setting requires much more effort, taking into consideration multiple metrics to produce measurable results at the end of every year.

By setting goal-oriented KPIs, you ensure that your efforts are directed towards meaningful objectives that align with your organisation’s overall goals. This approach minimizes wasted efforts and keeps the team focused and productive, reducing the chances of experiencing a dry spell.

2. Strengthen Media Relations

Use this time to build and nurture relationships with media contacts. Navigating a PR dry spell in Malaysia doesn’t mean that you should just remain stagnant. It is a good opportunity to use the extra time on your hands to foster good relationships with the media. This can prove invaluable when you need to get your message out quickly or require coverage during busier times.

• Schedule Informal Meetings: Arrange casual catch-ups or coffee meetings with key journalists and editors. This helps in maintaining a personal connection and understanding their needs better.
• Send Personalized Updates: Share exclusive stories, updates, or insights tailored to the interests of specific media contacts. This shows that you value their time and preferences.
• Offer Exclusive Content: Providing exclusive content or first access to news can make your media contacts feel appreciated and more likely to cover your stories in the future.

3. Content Creation and Curation

Develop a content calendar filled with engaging and relevant topics. In old school companies this may not be a priority, but the importance of your online presence is way too important to ignore these days even for the supposed “dinosaurs” in your organisation. To effectively navigate a PR dry spell in Malaysia, creating a reservoir of high-quality content ensures that you are always ready to engage your audience, even during slow periods.

• Blog Posts and Articles: Write insightful and informative pieces that highlight your expertise and provide value to your audience. Focus on evergreen content that remains relevant over time.
• Social Media Content: Create visually appealing and interactive posts for your social media platforms. Use a mix of images, videos, infographics, and stories to keep your audience engaged.
• Repurpose Existing Content: Take a fresh look at your existing content and find ways to repurpose it. For example, turn a well-received blog post into an infographic or a series of social media posts.

4. Internal Training and Development

Invest in training sessions for your team to enhance their skills. This could include workshops on the latest PR trends, social media strategies, or crisis communication. Training not only improves individual capabilities but also fosters a culture of continuous learning and improvement within the team.

• Workshops and Seminars: Organize in-house training sessions or invite industry experts to conduct workshops. Topics could include media relations, digital PR, content marketing, and more.
• Online Courses and Webinars: Encourage team members to take online courses or attend webinars on relevant subjects. Platforms like Coursera, LinkedIn Learning, and HubSpot offer valuable resources.
• Cross-Training: Promote cross-training within your team to ensure that everyone is familiar with different aspects of PR and can step in if needed. This also helps in building a more versatile and resilient team.

5. Monitor Industry Trends

Stay updated with the latest industry news and trends. Navigating a PR dry spell in Malaysia requires you to use this information to position your brand as a thought leader by sharing insights and expert opinions. Regularly monitoring trends helps you stay ahead of the curve and identify opportunities for your brand.

• Subscribe to Industry Publications: Keep up with leading PR and marketing publications such as PRWeek, Marketing Interactive, and Campaign Asia.
• Follow Influencers and Thought Leaders: Follow key influencers and thought leaders in your industry on social media. Engage with their content and participate in relevant discussions.
• Attend Industry Events: Participate in conferences, webinars, and networking events to stay informed about the latest developments and trends.

6. Audit and Optimise Digital Presence

Conduct a thorough audit of your website, social media platforms, and online profiles. Ensure they are up-to-date, optimized for SEO, and aligned with your branding.

• Website Audit: Check for outdated content, broken links, and SEO optimization. Ensure your website is mobile-friendly and provides a seamless user experience.
• Social Media Audit: Review your social media profiles for consistency in branding, messaging, and visuals. Optimize your profiles with relevant keywords and update your bio and contact information.
• Content Optimization: Update old blog posts and articles with new information and keywords. One of the most important aspects of navigating a PR dry spell in Malaysia is to improve your site’s SEO to increase visibility and drive more organic traffic.

7. Engage with Your Audience

Increase engagement with your audience through interactive content like polls, Q&A sessions, and live streams. Respond to comments and messages promptly to maintain a strong connection. Active engagement fosters loyalty and keeps your brand top of mind.

• Interactive Content: Use polls, quizzes, and surveys to engage your audience and gather feedback. Platforms like Instagram, Facebook, and Twitter offer various interactive features.
• Live Streams: Host live streams to interact with your audience in real time. Share behind-the-scenes content, conduct Q&A sessions, or discuss industry trends.
• Community Building: Create and nurture a community around your brand. Use platforms like Facebook Groups, LinkedIn Groups, or Reddit to facilitate discussions and build a sense of belonging.

8. Prepare for Future Crises

Develop or update your crisis communication plan. A crisis communication plan is basically the bible of every PR practitioner in Malaysia. It’s often overlooked amidst our busy schedules but is crucial for a quick first response to any crises. Ensure that you have protocols in place for different scenarios and that your team is trained to handle them effectively. Being prepared for a crisis can mitigate potential damage to your brand’s reputation.

• Crisis Communication Plan: Outline clear steps and protocols for various crisis scenarios. Assign roles and responsibilities to ensure a coordinated response.
• Training and Simulations: Conduct regular training sessions and simulations to ensure your team is familiar with the crisis communication plan. This helps in identifying potential gaps and improving the plan.
• Monitor and Review: Regularly review and update your crisis communication plan

9. Foster Strategic Partnerships and Collaborations

Utilize the downtime to build and strengthen strategic partnerships and collaborations with other brands, organisations, or influencers. These relationships can lead to joint campaigns, co-branded content, and mutually beneficial projects that enhance your reach and credibility.

• Identify Potential Partners: Look for brands or organisations that share similar values and target audiences. Consider how a partnership could provide mutual benefits and align with your strategic goals.
• Collaborative Campaigns: Plan joint campaigns or events that leverage the strengths and audiences of both partners. This could include co-hosted webinars, cross-promotions, or charity initiatives.
• Influencer Collaborations: Work with influencers who resonate with your brand’s message and can authentically promote your products or services. Develop long-term relationships with influencers to ensure consistent and genuine engagement.

10. Strategise Your Corporate Gifting and Budget Allocation

Use the downtime to meticulously plan your corporate gifting strategy and budget. Corporate gifts in Malaysia are an effective way to strengthen relationships with clients, partners, and employees, showing appreciation and fostering goodwill. Proper planning ensures that your gifts are thoughtful, relevant, and align with your brand’s values. Preparing a proposal and getting the necessary approvals for them can be a time-consuming process, so use this down time to your advantage and finish them up before your boss asks you for an update.

• Set a Budget: Determine how much you are willing to spend on corporate gifts. Consider allocating different budget ranges for various tiers of recipients, such as high-value clients or long-term partners.
• Choose Meaningful Gifts: Select gifts that are meaningful and relevant to the recipients. Personalize them where possible to show that you’ve put thought into your selection. Avoid generic items that may not leave a lasting impression.
• Align with Brand Values: Ensure that the gifts reflect your brand’s values and image. Sustainable and locally sourced gifts can emphasize your commitment to environmental and community causes.
• Source for the Best Corporate Gift Supplier for Your Business: Sourcing for a corporate gift supplier in Malaysia who understands your needs and wants is a grueling affair, because most corporate gift suppliers here will blindly follow orders without providing professional input on what’s best for you. We’ve written an article on this topic which can be accessed here.

Conclusion

Navigating a PR dry spell in Malaysia requires a proactive and strategic approach to ensure that your team remains productive, and your brand stays relevant. By assessing the situation, revisiting KPIs, strengthening media relations, creating engaging content, investing in internal training, monitoring industry trends, optimizing your digital presence, engaging with your audience, preparing for future crises, and fostering strategic partnerships, you can turn periods of inactivity into valuable opportunities for growth and improvement.

A well-prepared PR strategy not only minimizes the impact of dry spells but also equips your team with the skills and resources needed to handle future challenges effectively. Embrace these strategies to keep your brand vibrant, maintain momentum, and stay ahead in the ever-evolving landscape of public relations. Remember, the key to success lies in continuous improvement and adaptability. By staying proactive and leveraging these opportunities, you can ensure your brand remains resilient and poised for success, even during the quiet times.