Over recent months there’s been growing concern about the new GDPR legislation and its potential impact on small businesses, especially on the marketing industry.
General Data Protection Regulation (or GDPR for short) will come into force on 25th May this year, so like it or lump it businesses need to get ready for it.
While small business compliance officers start implementing their plans, those of us in marketing or PR-based roles are looking at how the new regulations will affect us.
I think you could be missing a trick though. We should see GDPR as a positive change for PR and below I’ve listed three reasons why.
Journalist preferences haven’t changed
Lots of briefings and reports are pointing to the fact that GDPR is mainly targeting the use of consumer data. It seeks to empower data subjects, giving them the right to ask those who hold their data (data holders) to update or remove their details.
Journalists, bloggers and broadcasters are in the content business. They need to fill their news columns, articles and broadcast slots so they want to receive relevant, newsworthy content.
So as long as the press releases you’re sending to journalists fits these requirements, and to have success in PR it should already be doing so, then it’s unlikely your PR efforts will need to change much.
You could make it an excuse to update your data
Journalists do have a habit of moving to different publications or leaving one publication to work as a freelancer at many.
We recommend taking the time, as part of your GDPR preparations, to check your journalists database. You never know what you might find.
It’s a simple yet effective thought process, but if a journalist hasn’t responded to your emails for a while they could have moved publications. It’s definitely worth contacting your target publications on a regular basis to make sure you have the right details.
It shows transparency
If PR is nothing else it’s about your brand image.
How would uoir business look if a prospective client were to see a news story or piece of customer feedback referring to your lack of adherence to data protection laws, or if you were the subject of a data leak.
Because it could take just one complaint to be investigated under data protection regulations, you’re best to ensure your business is covered.
By letting your current clients know that their data is safe you will build trust in your brand and show a level of transparency. Remember that some of the best proponents for your business are your current customers.
So as a small business seeking to do PR, don’t see GDPR as a negative. View the positives of the situation and make sure you’re compliant by May 25th.
If you want to hear more PR tips for your small business, why not sign up to receive our weekly newsletter here.
Written by: Ben Caine, Client Manager
As a former journalist, Ben has a keen eye for news. He is passionate about small businesses, and is the main point of contact if you need help making full use of the JournoLink platform.