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WHAT GOOD PUBLIC RELATIONS CAN DO FOR YOUR BUSINESS:
The first question any business must ponder is how to capture market share in an increasingly competitive climate. A very effective way of doing just that is via the power of public relations.
Public relations is a way of using the press and media in the form of editorial articles related to your business, as opposed to simply paying for a placed ad. PR is viewed as unbiased, as it gives the consumer objective information they need to know. An ad is what a company says about itself, embellished or not.
The key to effective public relations is to put a creative spin on a business to differentiate it from the competition. It is a cumulative process. Some types of media exposure can mean inquiries and new clients; some placements simply position your business as reputable and generates overall name recognition. Frequency assures consumers they made the right choice, and there is confidence when consistently seeing a firm’s name in print over time.
Placements are also used to continually market your business, whether posting them on your Web site or using them as direct mail, newsletter material, email pieces, or using quotes from the coverage in your advertising, using language such as “as seen in the New York Times and Newsday.”
FACT: The media often prefers story ideas and pitches to come from a Public Relations professional as opposed the business owner, as the PR pro has more experience dealing with the needs of the outlet and recognizes the uniqueness the media is looking for. They also understand story newsworthiness, the importance of quality photos, and strict adherence to deadlines. Editors need stories that have real value to their readers/ listeners/viewers, and focus on topics that are both appealing and cutting edge.
10 TIPS FOR INTERVIEWING A PUBLIC RELATIONS FIRM
1) Ask for samples of successful campaign strategies.
2) Request to see samples of recent print and media coverage.
3) Ascertain the agency’s knowledge of your industry and its awards.
4) Discuss goals and get an estimate of expected media coverage.
5) Make sure the target markets pursued are appropriate for your business.
6) Ask to see samples of press releases written for other clients.
7) Ask who will be handling your account.
8) Ask who else the PR agency represents, (especially competitors).
9) Ask about any additional expenses besides the retainer fee.
10) Ask if the agency has other capabilities, (writing/editing or crisis management), and would work on a per-project fee basis.
DON’T FORGET
1) Ask for references and check them.
2) Ask for a written proposal outlining campaign goals, networking strategies, and agency-client policy.
3) Ask for a weekly written progress report.
4) Make sure your account rep/s can be reached by both by phone and email.
5) Make sure you will be briefed before speaking to the media.
ALWAYS REMEMBER
Look for a creative agency that loves what it does and goes the extra mile -- and hires sharp, happy, enthusiastic people who are devoid of ego and feel privileged to serve you.
A quality PR agency always puts ethics and morals above all else and would never compromise a client for a media appearance.
If you do hire a PR agency, be patient, as recognition takes time. Many business leaders that you see quoted all over the media have been implementing PR positioning strategies for years.
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