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Companies hire PR professionals for a reason
Why? Because their years of experience and wealth of press contacts combine to ensure that key company messages are identified clearly, and then promoted to the most relevant media targets.
When people contact us at CBC to ask for advice, here are the Top 10 tips that we offer them to get the ball rolling.
1. Identify and understand your objectives
Why do you want to implement a PR programme? To shift stock of a particular product? To position yourself as a leading expert in your field? Or just to see your picture in the paper? The first step towards implementing a successful PR campaign is to consider the last step: what is the end result that you want to achieve? Once you know the answer to that question, a good PR agency will be able to show you the specific steps that you need in order to accomplish your goals.
2. Communicate. And then communicate some more
Even the best PR agencies are not mind readers. PR is a perfect example of 'the more you put into it, the more you get out of it'. It is a relationship, not a transaction. With advertising, you pay for an advert and the finished product appears in print. And that's it. With PR, you have a team of highly skilled, creative people working for you. Talk to them. Listen to them. Harness their skills. Get them working for you. After all, that is what you are paying for.
3. Be patient
We've already said that the PR process is all about relationships, and building relationships takes time. PR is very powerful: it builds credibility, it reinforces brand identity, it highlights key skill sets and products, and more. But it is not an advert with an 0800 number at the bottom. A good PR agency will put your name out there again and again and again, until the media sits up and takes notice. The rewards are substantial, but like all good things, often take time.
4. Keep an open mind
Many companies will say that they have 'no news' . . . even when they do. New customers, new partners, product developments, appointments, awards, surveys: all of these (and more) can provide a good starting point for a news announcement. Something that may not seem like news to you may still be of interest to the media. PR professionals can help you to identify what is (and what is not) news, but be prepared to give them lots of information - on a regular basis - to help them decide.
5. Communicate (again)
With the press, this time. If you agree to an interview with a journalist, then don't forget about the appointment or let yourself be double-booked. They will remember, and won't be back to speak to you again any time soon. Likewise, if a journalist is asking for information that isn't directly promoting your product, service, or company, don't be put off. You'll be building an important relationship, and the results will follow.
6. Invest in strong photography
Your chances of getting press coverage increase significantly when you include strong, creative photography. Pictures really are worth 1000 words, and help to make the product, service, or person that you are promoting to seem more real, accessible and interesting.
7. Bring partners and customers into the PR process
You can talk all day about how wonderful your company or product is, but as soon as a third-party agrees, the credibility of your message is heightened significantly. The key here is to avoid delay: as soon as a new partner or customer comes onboard, ask them whether they would be willing to participate in some joint PR. Any subsequent publicity will be a win-win situation for both companies.
8. Keep your web site up-to-date
The Internet has provided a quick and easy way for your customers to find out about your company, product, or service - and the same holds true for the press. Your PR agency should be contacting journalists every day on your behalf in order to build your profile. And what is the first thing a journalist will do if he/she is interested? Check out your web site. Keep it up to date, easy to use, and interesting.
9. Think globally, act locally
When we ask our clients for their ultimate press target, we often get The Sunday Times or The Financial Times. And both are great targets. However, rarely do we get The Daily Echo (Bournemouth) or The Watford Observer, and for companies based in these areas, these are great targets, too. Company directors often dismiss local media as unimportant, but that is simply not true: not only do CEO's and financial directors read their local papers, but press coverage in these titles can often help with recruitment, as well.
10. Have fun
Contrary to what some people think, the media is not a frenzied pack of wolves. By and large, they are hard-working professionals with a job to do, which entails filling their publication with news and information that they believe will interest their readers. And, since you are considering PR, we're guessing that you have information that you would like to give them. Your objective and theirs actually fit very nicely together, which means that the process should be rewarding for both sides, and not the struggle that many people expect.
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For further information:
Chaz Brooks
NEW Address!
4 Eastgate Court, High Street, Guildford, Surrey
GU1 3DE, UK
T: +44 (0) 1483 537890
E: chazb@chazb.com
Free PR advice - access our PRêt à Porter Help SheetsChazbrooks offers a range of free specialised PR Help Sheets that aim to help companies who choose to do their own PR in-house.
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