3 MINUTE READ
Public relations (PR) is “earned media”, while advertising is “paid media”. Earned media means creating a more credible message for you because PR appears in an editorial section rather than the “paid media” section where adverts appear. To “earn media”, I need to convince reporters or editors to write a positive story about you, your brand, or your issue. Editorial features have more credibility because they are independently verified by a trusted third party rather than purchased. That being the case, to be considered a subject-matter expert and reliable go-to source, I ask my clients to think next level to up their marketing game.
As a consultant, coach, speaker, or author, do you have a newsworthy story, an innovation that is a game-changer to think from a new perspective, that challenges traditional views of your industry, up-to-date insights to share or do you have a service that resonates with your target audience in a way that they need to hear about. If so, you need to ask yourself, “Is this the right time to market your message through PR?” if the answer is “Yes”, then contact me. If you are unsure, read on.
PR tells your best stories and then lets them go into the media’s capable hands. The best PR practitioners know how to select stories that are likely to be written and let go of those stories that never will be. As a client, let go of your concerns that your news release will be rewritten before it is published. The risks are worth the rewards. There’s sometimes an element of fear involved with the unknown, but journalists and editors generally report honestly on the products and services they write about. They want to get it right, and they’re more likely to be truthful in their writing if they know they can trust the sources they’re working with.
I would love to show immediate results to all my clients, but PR can take time to take effect. It does not behave like advertising. With an advert or advertorial (half advert/ half editorial), you know exactly when the ad will appear and have chosen the words to convey your marketing message. It is sometimes possible to see results quickly from PR, but this is not always the case. For example, to be featured in trade publications may take six months or more for you, your service, product, or issue. Remember, your contribution is about adding value to the publication’s audience rather than self-promotion.
It can be challenging to see the value of PR in the first several months of your engagement; despite what some might think, PR is not a magic wand. I can help arrange interviews and allow the media to see you favourably, but as the client, I need you to be ultimately responsible for the final content sent to the press. I cannot guarantee that a reporter will use your comments in the finished story. If my media pitch gets you an interview, that’s a good thing. However, several things can occur along the way to change things up. For example, one of the first things journalists look for is whether your website is up to date. If not, they may assume that other parts of your story are also out of date. They may check out your business’ social media presence as an easy way to judge your company’s credibility. No matter how well PR might help with specific opportunities, it can’t guarantee results.
If a reporter or writer approaches you, please be willing to answer the reporter’s questions and respond promptly. Also, it is a helpful habit to check your email to respond to reporters promptly regularly. If I send over an idea for a story pitch, press release, or contributed article, I need your input to ensure it’s on track. Please provide feedback on my stories, pitches, press releases and contributed papers.
Before beginning an engagement with me, make sure to align your business with key messages and goals. Ideally, you’ll work out your internal marketing and public relations goals before hiring me. If we are all working on the same page, you won’t waste energy or time. Effective PR requires a partnership between us that begins with open lines of communication. I need to meet with you at least periodically. If I can’t get information from you, it’s unlikely that the effort will be successful. You need to provide me with information on your business, relevant issues, contacts, and journalists so that we can fulfil my obligation to you. Feedback is crucial to a successful campaign.
Some businesses begin to experience a noticeable lift when they consistently monitor and promote their news updates. If you’re not ready to continue PR for at least three to six months, it may not show benefits or meet your expectations. Give it time before you make a call on whether it’s working for you. If you are looking for an entire publicity campaign, rather than a quick fix, sales process, please email me at firstname.lastname@example.org or book a Discovery Call through my Calendly calendar in the footer.