Picking the Right PR Partner
Because of the sheer number of small businesses in the United States it is important to stand out from the crowd in order to become (or remain) successful. One of the ways in which small businesses can stand out from the crowd is through public relations. First, it’s important for small business owners to know what public relations is (and isn’t).
According to Edward Bernays, one of the pioneers of modern-day public relations, public relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance. While somewhat wordy, the gist of it is that public relations gets your story out to potential customers and thought leaders.
Public relations isn’t a science, it’s an art, often executed by smart, strategic practitioners. Because it’s an art, there are rarely any guarantees, but if you work with a good public relations pro or agency, there can be the guarantee of hard work and tangible results.
Finding a good PR pro or agency can be one of the toughest things you'll have to do to promote your business. The right PR agency can get you coverage in newspapers, magazines and broadcast programs across the country. The wrong agency can be a drain on your company's resources and red ink on the bottom line. Here are five tips that any small business owner should consider when embarking upon public relations programming.
- Your PR Agency Should Match Your Business. If you're a large, multi-national company, you should look to work with a large, multi-national public relations agency. Conversely, if you're a small company, you should work with a boutique agency. The goal is that you want to be a big fish to your PR agency and let's face it, if you're a small business, $3,000 a month could be considered a major investment for you. Instead of being laughed off the block from a large public relations agency, check into a boutique firm, to whom $3,000 per month will be a bigger deal.
- What Can the PR Agency Do for You? Look at more than the budget (although that's an important part of the selection process). Look at what the agency can do. Are they only media relations specialists or do they offer media training as well? Ideally, you'll want to go to one place with a full suite of services from press kit writing, media relations and media training to strategic counsel, website consulting and business consulting.
- You're Hired! Interview the agency as you would a new employee. It's not about the fancy Powerpoint presentation, the eloquently written proposal or even the budget -- it's about knowing and liking the PR agency you'll work with. If you dislike working with the key account people (or person) on your account, you'll be dissatisfied in the long run, no matter how low the monthly retainer.
- What do other clients have to say? Talk to other clients, both past and present, to see what they have to say about the agency. Also talk to them about the results they got vs. what they expected. This says a lot about the agency's ability to deliver results and maintain client satisfaction. If the business is a former client, find out why they are a former client. This will often give you insight into the agency. Try to speak with business owners both inside and outside of your industry.
- Show me the Clips! Any agency worth their monthly retainer will have clips or a highlights reel for past and present clients. So, ask the agency to see those recent placements. This will give you an idea of their media relations ability. Also, quiz the agency about reporters with whom they work and know within your industry. This will give you an idea of how connected they are within your industry.
If you follow-through with these tips, you will rarely be dissatisfied with the PR agency with whom you choose to work.
Al Martin is president of What Works Communications (www.whatworkscomms.com), a boutique marketing communications firm based in Austin, Texas. Al can be reached at amartin@whatworkscomms.com.
