Public Relations Most new business owners know the importance of publicity in advertising their brand’s image and products or services. But many don’t know how to get it. It is possible to engage a public relations company. It’s a good idea for new businesses, but they are not satisfied with the outcomes.
It doesn’t necessarily have to be the situation. If you’re the proprietor of a new business and want to establish an enjoyable partnership with your PR company and reach your goals by adhering to a few basic rules.
Here are some guidelines and rules to help you get on the right path.
- Be sure to get an accurate representation. The PR company you choose will have an idea of what can be able to be noticed by the media. They should also be aware of the most reliable journalists and media outlets to contact to secure the coverage you need for your business. Pay attention to them. Issues with the relationship between a PR firm and its client result from public relations professionals not following their best judgment and pitching stories they are aware won’t work to please the demanding client. Media pitches for companies that have a history of disseminating material that isn’t notable are more likely to be disregarded.
- Inform your PR professional of everything you know about your company and not only what you believe they should be aware of. You might have interesting stories hidden in your business that you being an insider who is not attune to the interests of media – may not consider fascinating. Also, you should share any information about potential issues or embarrassing events. A professional in PR will maintain your confidence and assist you in handling negative publicity should it happen.
- Request a crisis communications plan. It’s possible that you won’t need to implement it – but we hope so. However, having a crisis plan in place and shared with your business’s top executives can help identify adverse news reports before they become significant issues that could endanger the reputation of your business.
- Establish a media contact process implemented. Everyone from receptionists to President must know what to do if and when the media contacts. The best option is to ask everyone to refer messages from the media to the PR firm. They will take care of all the details and make arrangements for any interviews.
- Respond quickly to interviews in the order they are sent to the hands of your PR representative. Interviews with media are an opportunity to present your business how you would like it to be present. However, reporters must meet deadlines. If you’re not available, they’ll interview another, which means you’ll miss out on the chance to receive positive media coverage.
- You can expect a guarantee. Media coverage is not secure unless you sign the “pay-for-play” agreement with a specific publication, where you purchase advertising and receive an article about your business in exchange. In other words, unless you have that arrangement, commonly known as”advertorials, “advertorial” – no public relations firm can, nor ought to, be able to guarantee coverage.
- Don’t be a one-hit-wonder. A single public relations campaign is not likely to take you far. A successful public relations strategy is an ongoing business which is why a “drip-drip-drip” strategy is better than a splashy one-time event.
- Do not be a victim of a lack of preparation. Request media training. You could be a fantastic communicator in many ways; however, executing an interview with the media is an incredible talent. Knowing how media functions, preparing strong messages and practicing how to deliver them can make you an improved, more confident representative for your company.
- The media will cover everything. There are numerous other methods to reach your target public. Such as marketing communications, social media, and the possibility of direct contact. A skilled PR professional will analyze your company as a whole – its mission, the products or services offered, and its market segments- and then develop a communication plan tailored to your specific needs.
- Don’t be discourage if your strategy requires a bit of time to be able to go public. You must have communications, an action strategy, trained spokespersons, and so on. All of this is in place before you make your announcement public. The first impressions you make are the ones that last forever.