When Should You Outsource Your PR Efforts?
1) Do you NEED solid, consistant media exposure...week after week, or are you satisfied with "occasional" exposure? Now, this question alone is important... but not enough. The main component of this question is the IMPORTANCE of PR.
2) Do you have the internal staff and expertise to commit the internal resources to your PR efforts?
If you have the internal staff, and they understand Guerrilla PR principles, then there may be no reason to hire an outside agency.
Paradoxically, the busier you get, the easier it is to parlay, or "set aside" consistant, important PR activities. Don't get caught in that trap!
3) Finally, Public Relations is a craft that requires PASSION. You may need PR, and you may even have the people to conduct your PR campaigns, however, that's not enough.
In order to be truly effective, it's important that your PR campaigns are conducted with PASSIONATE CONSISTENCY.
Here's a quick "checklist" you can use to "size up" any PR firm you are considering to hire:
? Do you get along with the members of the firm? Hiring a PR agency is a collaboration that you can benefit from, month after month, year after year. Quality rapport is an essential ingredient.
? Are they realistic, in terms of managing your expectations, or do they promise you "pie in the sky"? It's one thing for a PR firm to promise you results. It's another thing for them to promise you "specific" results. Maybe you'd like to get on Oprah Winfrey from the start...so would everyone else.
Be prepared to take advantage of several secondary media opportunities before you get to the top tier.
Several base hits can score you more runs than going for grand slams every time.
? Is the PR firm creative? Creative PR people will be more likely to come up with more "angles" to test.
? Do they understand how to pitch your story? A progressive PR firm will be effective AND efficient at telling your story...thus, yielding you more media coverage.
? Do they listen to what you say? Let's face it...your PR needs are constantly evolving. Your PR firm should listen...and respond to your unique, evolving needs.
? Are they using a "hard sell" to get you to sign? A good PR firm is a busy PR firm. They don't need to sell you. Their track record will allow you to decide based on the evidence.
? Do they have local AND regional AND national media contacts? When you go to a great PR firm, they have cultivated several strategic media relationships, over many years of time. Are you confident that they have the necessary Rolodex® to place your story in front of the appropriate media?
? Did they outline a campaign game plan for you? You can predict the effectiveness of a PR firm by the soundness of their overall strategic approach.
? Have you seen samples of their work? Track record comes in the form of QUALITY of exposure, in addition to the QUANTITY of exposure.
? Do you believe they undersand your needs and goals?
? Do you feel that they will carry out your PR campaign with consistant PASSION?
Finally, ? Do you should feel comfortable with the fee and the contract? Getting good PR is a process. It requires well thought out plans, implemented with passion, and a focus on results in the form of getting your story told to the world.
So, whether you conduct your PR efforts from within your company, or whether you hire an outside PR firm...
If media exposure is valuable to you, then you will commit to PR as an ongoing, systematic part of your overall marketing mix.
Joe Nicassio designs marketing campaigns, and coaches entrepreneurs to improve their bottom-line profits. His website is http://RapidResultsMarketing.com.
To get your free CD "Joe Nicassio Reveals Marketing Philosophies And Secrets That Advertiser Don't Want You To Know" Send your snail mail address to FreeCD@RapidResultsMarketing.com
Levines Laws For Pitching With Panache
Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting Your Charity, Nonprofit Organization, Or Fund Raising Event"
Well, for starters, because good public relations can alterindividual perception and lead to changed behaviors amongyour key outside audiences. And that can help business, non-profit and association managers like you achieve yourmanagerial objectives.
PR: Time For a New Playbook?
When your public relations results pretty much depend on whether your news item gets used in a newspaper column or on a radio talk show, you may be ready for a fresh approach.
Right PR Focus A Powerful Advantage
Powerful is a strong word. But it fits here. As a business, non-profit or association manager, you create powerful advantage for yourself when you do something positive about the behaviors of those important outside audiences of yours that MOST affect your department, division or subsidiary.
10 Tips to Give Your Press Release The Edge It Needs to Make the News
Writing a press (or media) release is quite an art (and a science) but don't let that scare you. Here are 10 tips to point you in the right direction...
Using the Media - Five Reasons Why
The media has the power to shape public opinion and change perceptions. Every day millions of people around the world consume at least one form of the media, whether voluntary or involuntary.
Seven Tips To Get Your Press Release Noticed
If you're seeking to promote yourself or your new business on a limited budget, you probably cannot afford the benefit of hiring a public relations agency to work on your behalf - at least not in the beginning.
Marketing-Minded Financial Planners, the Media Wants to Give You Free Publicity
In this great country of ours, there are basically three ways to get yourself tons of media coverage.
The Three-Mile Radius
In last year's animated film Shrek II, a giant gingerbread man steps on a building and sends all the customers scurrying across the street. The name of the establishment they leave and the one they run into is "Farbucks" ? poking fun at the fact that an unending stream of patrons appears willing to pay four bucks for a cup of coffee.
Dont Do This to Your News Release!
Hundreds of thousands of News Releases are sent out all the timeand many people will show you different ways to write a news release in a way that will result in publicity for you or for your company.However, many people over look the 17 Deadly Sins that you should never do or have in a news release. These can cause your news release to end up in the shredder!
Foolproof Publicity for Marketing-Minded Financial Planners
They'd hate to admit it, but the media is pretty predictable.
Publicity - What to Say to a Reporter
You can have dozens of marvelous ideas to get free publicity, but nothing will happen unless you pick up the phone and call a reporter.
Media Relations: Minority Media Matters
Your boss just stopped by your office. He tells you that he has decided to put you in charge of a major upcoming news release. He wants you to reach the broadest possible audience. He explicitly tells you to leave no stone unturned.
How to Write a Media Release That Wins You Coverage & Exposure
The Today show? The New York Times? Vanity Fair? What's your dream hit? While nothing inspires more fear and trepidation in public relations professionals than media relations, it doesn't have to be complicated. There are 2 keys to a press release... the Headline and making sure it doesn't sound like an advertisement, but more like it is news.A media release (which also goes by its former name, the press release) is a one page, double spaced, single-sided document designed to transmit news about books, products, and people. Don't forget that real live people, editors and producers, must pull the release from the fax machine and be motivated to read it.
Anchor Your Relationships
I heard a speaker recently who was talking about how to maintain strong relationships. As I listened to his basic principle, I realized that it is true in all of our life situations, be it work, family etc. And let's face it, relationships are what make the world go 'round. So strong healthy relationships will make your work more enjoyable, and prosperous, and will make your family and friend relationships better as well.
Make Front Page News By NOT Inviting The Media
Not a single reporter showed up at our news event. And we were THRILLED!
Five Great News Stories You?re Sitting On Right Now
Smaller companies don't always have the budget - or inclination - to retain a PR hotshot to tell the world about their business success, but that doesn't mean they aren't a ready source of news.
How To Write More Powerfully For PR, Offline And Online
Years ago when my Dad owned a group of local newspapers I spent my school and college vacations working in the editorial office. We used to amuse ourselves over our sandwiches at lunchtime looking through and trashing the endless press releases that would arrive in the mail each day, all beautifully produced with glossy photographs (this was in pre-internet days).
Inoculate Yourself Against Bad PR
What is bad PR?
Starting A Publicity Program
Successful buisnesses know that media attention reaches consumers better than advertising can. A feature story on a start-up's new product or service, for example, can send the business into a new stage of growth. Publicity can help bring your business greater visiblity and success. Publicity lets the public know you exist and creates crediblity and good will. That makes customers and prospects more receptive to your products and services.
|© Athifea Distribution LLC - 2013|