KBPR's Adam Sewell discusses how pension professionals can complete a successful PR exercise to help them stand out in a crowded industry.

Every amateur golfer has been in this position: they've just hit a beautiful long drive straight down the middle and are striding off down the course already picturing the great score they're about to get. Cut to 15 minutes and eight shots later, angrily knocking the ball into the hole and thinking about a real missed opportunity. It's all about focusing right till the end.

In a way this is a good metaphor for running a successful PR effort for products, services and expertise – especially in a competitive and changing industry like pensions. Undertaking a big messaging and ideas meeting is a great start and can unlock some really useful PR thoughts and opportunities – and, like the big first drive in golf, can get you a fair way (excuse the pun) towards a successful outcome. But instead of leaving that meeting thinking the hard work is already done, the same focus and energy needs to be given to all the next steps required to complete the project and get the ball in the hole.

The first step will be to refine the most significant topics of discussion for the business that will showcase the benefits of the products and services you offer, along with the experience of your leading people and their views on, and potential solutions to, the major industry issues. For pensions advisers in a crowded industry, this can be key to setting you apart from your competitors in the eyes of potential clients.

Next tasks will then include choosing the most appropriate spokespeople for the message and looking into what has recently been said in the industry about the area in question. It can often also include requesting the advice of your in-house or external PR team on how to gain the most traction with these themes both with the pensions press and potential scheme and company clients. Once these stages are complete, the messages need to be written and explained from a position of expertise and thought-leadership and then issued to and discussed with relevant target audiences.

Each of these steps requires a dedication of time and input to move the topic from the meeting room scribbles to a sophisticated public message, so it is important to commit to the whole process to achieve the required end result.

Every shot in golf is worth the same, whether it's a 280 yard drive off the tee or a four inch putt into the hole - they all count as one to your score, so are just as important as each other in the overall picture at the end. The same is certainly true for each of the stages to a successful PR exercise.

So don't let the great ideas lose momentum when the meeting is over, maintain the focus and commitment to see them through and the results will speak for themselves.

Written by Adam Sewell, PR consultant, KBPR

adam@kateboyle-pr.co.uk