Lead Time is a term well-known to Public Relations practitioners and refers to the amount of time that elapses between the moment they first receive an assignment and the moment they can provide a finished product. The actual ‘lead time’ associated with any project will depend very much on the project itself in terms of its size, complexity and other factors.
Lead time must be managed carefully to ensure that the client receives the product in a timely fashion and the results are successful. Indeed, it is a key element of PR management; when firms don't take it into account it can lead to failure of the campaign and a disappointed client.
In order to manage lead time effectively, PR professionals must be clear about the tasks that need to be completed, the resources needed to complete it, and the timeframe - from initial contact with the client to delivery of the finished product. It is essential that they make their clients aware of the lead time involved when they first approach them and make sure they set expectations accordingly; this is particularly essential for complicated or large-scale projects that take a long time to complete.
Once the tasks and timeline are agreed, the PR professional should then plan out their process, breaking down their tasks into manageable chunks to ensure that the project is completed in an organised and efficient way. They must remain conscious of the timeline and avoid delays whenever possible, adjusting the schedule if necessary in order to ensure timely delivery.
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During the project, PR professionals should ensure they have regular contact with the client and make sure that they are both aware of what is going on and in agreement with it. Clients should be kept updated regularly on the progress of the project and be made aware of any problems which could lead to delays. This will also give them the opportunity to voice any of their own concerns or request any changes that they may want to make.
Equally important is to make sure deadlines are not just met, but surpassed. PR professionals should always strive to deliver the product well before the agreed deadline. This will appear professional and demonstrate to the client that they are reliable and considerate of their needs.
Finally, lead time should always be tracked so that it can be monitored, from the initial contact with the client through to product delivery. This will ensure that it remains up to date and any changes to the schedule can easily be seen. This can also be used by the PR professional for future planning and for informing their client of future projects.
The way that a PR professional manages lead time has a huge impact on the products they deliver; taking the time to plan effectively and manage expectations properly is crucial if the best possible results are to be achieved. Taking the time to understand the client’s requirements and providing regular updates to keep them informed of progress is also vital. With careful planning, PR professionals can make sure that their lead times are managed effectively and this can be a key factor in delivering a successful product to their client.