The goal of any public relations strategy is to use free media to enhance your reputation or that of your organization or brand. Media can range from newspapers, magazines and trade journals, TV or radio, to websites, blogs and online publications. Though hiring a PR firm is not free, the resulting media exposure is, and can be a powerful and cost efficient complement to marketing and advertising.
If you are looking for public relations assistance, keep in mind that PR is different from publicity. Any fool can run naked through the streets with your company’s logo painted on his back. This will get you attention, but probably not the type you desire. Take time to think through the level of public exposure you’re seeking and the reputation you want to develop.
When choosing a public relations partner, watch out for firms that promise too much. Visions of front page coverage in the New York Times are unlikely to come true, even if you’ve got one heck of a story to tell. Local or regional media is the best place to begin. Be patient. Reputations are not built in a day.
Perhaps the most important consideration in choosing a PR firm is determining if they will invest the time to learn about your business or organization and understand your products and services. Over the years, I fired several PR firms because they never took the time to understand my business. If a firm doesn’t understand your business, any work they do will be a complete waste of your time and money.
Are you newsworthy?
Framing your story.
Interview tips.
Managing a media crisis!
|
|