Jake Wengroff

Culture is #1 in managing remote PR teams. Without culture, there is no trust, and no number of meetings, tools, and platforms will get people to do their jobs better or faster.

It's important to demonstrate remorse, but be selective about using the words, "I'm sorry" in public, such as in an email or social media message. (If you truly are sorry, then seek a one-on-one call with the other party.) Instead, consider "Apologies for..." or "My bad," to come off more professionally, and explain how you will remedy the situation.

After a layoff, stay active by offering to do pro bono work for a key industry association -- not PRSA but for the industry that you support (energy, healthcare, etc.). Of course, you always have to put more in than you'll ever receive in return.

Go where your prospective customers are already doing their homework: the review and testimonial sites like Capterra and G2. On your landing pages on these sites, make sure you have the most creative, compelling messaging and content. And did you know that Capterra will send out free gift cards on your behalf WITHOUT you needing to be a paying sponsor? I found this out several years ago when working with a mobile device management software vendor. Review site management should be a core strategy because PR as we all know, is about generating positive word of mouth.

Simply put, learn from failures. Campaigns that didn't work can, at the very least, prove to you that a strategy didn't work, so you can move on and try to figure out a strategy that will.

Reduce your workflow at the onset by first seeing what channels or types of content are working and which aren't -- and quickly sunset those which are not. Simplify the channels and content, and focus on results.