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What do you do if a public relations professional's performance is falling short?

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When you notice a public relations professional's performance dipping, it can be a cause for concern. In the world of PR, where reputation and effective communication are paramount, underperformance can have significant consequences. It's crucial to address the issue promptly and constructively. Understanding the root cause and providing support can often help turn things around. Remember, the goal is not only to improve individual performance but also to maintain the integrity and success of your PR campaigns.

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Rui Pedro Duarte

Open Science for Mission | ex-Fortune 100 Communicator, ex-Member of Parliament

1 Identify Issues

To address an underperforming public relations professional, start by identifying the specific areas where their performance is lacking. This could involve missed deadlines, poor-quality content, or ineffective communication strategies. It's essential to pinpoint these issues through a constructive performance review process. By providing clear examples and context, you can help the individual understand the impact of their performance on the team and clients. This step is not about assigning blame but rather setting the stage for improvement.

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Mohammad Zaid

Business Analyst at Borgfy | Venture Studio-Building Tech Ideas | MBA | Digital Health | Mobile Apps
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- Have a candid conversation to identify specific areas of concern - Offer support, training, and clear expectations for improvement - Provide regular feedback and monitor progress closely - Offer mentoring or professional development opportunities - Consider reassignment or discussing a transition to a different role if performance doesn't improve

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Peter M. Gigliotti, Ed.D

Founder, CEO of CrisisComm LLC
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Personnel issues are the hardest ones with which a leader must deal. Is the issue a one-off or is it indicative of a potential long-term problem. Once the decision is made which of the two it is, then a plan must be developed to correct the issue.

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2 Open Dialogue

Once you've identified the issues, initiate an open dialogue with the public relations professional. Encourage them to share their perspective on the situation. They may be facing personal challenges or professional obstacles that you're unaware of. By fostering a supportive environment, you allow them to express concerns and suggest solutions. This conversation should be a two-way street where feedback is given and received respectfully. The aim is to build understanding and set the foundation for a collaborative path forward.

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Rui Pedro Duarte

Open Science for Mission | ex-Fortune 100 Communicator, ex-Member of Parliament
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After pinpointing issues, start a candid conversation with the PR professional. Invite them to share their side—there could be personal or professional hurdles you don't see.

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Sahil Sachdeva

I help Top 1% of Entrepreneurs secure Press, Podcasts, TV & Speaking Engagements!
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When a PR professional's performance is lacking, it's crucial to have a direct conversation. Start by talking openly with them to grasp their viewpoint. They could be dealing with personal or professional hurdles you're unaware of. Encourage them to express their thoughts and listen carefully. By creating a supportive atmosphere and tackling any underlying issues, you can collaborate to enhance their performance.

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Peter M. Gigliotti, Ed.D

Founder, CEO of CrisisComm LLC
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In all probability, the performance issue is something that has occurred over a period of time so both the leader and professional should be aware of it. Hopefully, the two have already have an open and professional relationship that allows both to be honest and transparent about the problem. The professional needs to acknowledge the problem and the leader needs to be prepared to discuss the issue professionally and not personally.

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3 Set Goals

After discussing the issues, work together to set realistic and measurable goals for improvement. These goals should be specific, time-bound, and achievable, providing a clear roadmap for the public relations professional to follow. For instance, if the issue is related to media outreach, a goal could be to secure a certain number of media placements within a set timeframe. Setting these goals not only gives direction but also motivates the individual by giving them targets to aspire to.

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Peter M. Gigliotti, Ed.D

Founder, CEO of CrisisComm LLC
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To help the professional improve, definite and achievable goals must be set. Failing to set goals that are realistic and practical is setting up both the professional and the organization for failure. This direction must also carry specific time frames so both are completely aware of and understand the expectations.

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4 Offer Support

Supporting your public relations professional is key to helping them overcome performance challenges. This could involve providing additional training, resources, or even mentorship. Assess what tools or skills they need to improve and make them available. Sometimes, a little extra guidance or a new software tool can make all the difference in their productivity and quality of work. Remember, your goal is to empower them to succeed, not just to monitor their progress.

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Peter M. Gigliotti, Ed.D

Founder, CEO of CrisisComm LLC
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No one is perfect and everyone can use help. A good leader is able to provide his or her professionals with the resources they need to do their jobs. That can be in the form of mentoring, attendance at professional conferences, or just regular check-ins to see how the professional is doing. A "good morning, what's up for today and can I help" from the leader goes a long way in making the professional feel valued and supported.

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5 Monitor Progress

Monitoring progress is crucial in ensuring the public relations professional is on track with their improvement goals. Schedule regular check-ins to discuss their achievements and any difficulties they're facing. This ongoing assessment allows for timely adjustments to strategies or goals as needed. It also shows the individual that you are invested in their growth and success, which can be a powerful motivator.

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Peter M. Gigliotti, Ed.D

Founder, CEO of CrisisComm LLC
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Once goals and deadlines are set, regular meetings should be held to ensure they are being met. Without that regular check-in, it is all too easy for the professional to either slack off or become detoured.

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6 Adjust Strategies

If, despite all efforts, there is no significant improvement, it may be necessary to adjust strategies or consider alternative roles for the public relations professional within the organization. Sometimes a change in responsibilities or a shift to a different project can play to their strengths and result in better performance. It's important to remain flexible and open-minded about finding solutions that benefit both the individual and the company.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if a public relations professional's performance is falling short?

1

2

3

4

5

6

7

1 Identify Issues

2 Open Dialogue

3 Set Goals

4 Offer Support

5 Monitor Progress

6 Adjust Strategies

7 Here’s what else to consider

Public Relations

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What do you do if a public relations professional's performance is falling short?

1

2

3

4

5

6

7

1 Identify Issues

2 Open Dialogue

3 Set Goals

4 Offer Support

5 Monitor Progress

6 Adjust Strategies

7 Here’s what else to consider

Public Relations

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