#1 What is being said about you, needs to be controlled by YOU!
In order to sell something, people need to know about it. You have something that you are certain that people need to know about and there is no better way to spread the word about you or your product than with public relations. The amount of encouraging attention that a magazine interview or news article gets blows away a simple advertisement. There is an extra sense of authority when people hear about something from a TV show or radio show. It is notably influential. Although both ads and PR are effective and necessary to properly market you or your product, you really cannot do without public relations. PR efforts can expose you to all kinds of media.
#2 Unique Custom Plans
Create your publicity plan, customized just for your business, not some template used for all other businesses. Each niche is different, each business within a niche is different, therefore, we all should have a plan customized to fit our needs and our budget. With a custom plan, you can drive serious branding and plublicity for your business.
#3 Media Savvy
You should learn everything there is to know about the various forms of media and how to get your business noticed by them. You don’t have to know everything, but pick up on those things that you can do by yourself. By doing so, or at least knowing enough, you can more easily weed out PR people who are not right for your specific business. Being “in the know” gets you into places you’d never dream of.
#4 Leveraging of Products or Services
A good publicist will create the right (or desired) relationships that turn into clients and customers by leveraging your products or services. Do you know other players within your niche? Do they take you seriously? Do you know how to approach them? If not, your publicist can help you.
#5 Media Publicity vs. Public Publicity vs. B2B Publicity
Today’s internet allows us to incorporate more than traditional media publicity. Small businesses need to be able to incorporate three forms of publicity: Media, Public, & Business to Business. A good publicity agent will never tell all their secrets, but they will make sure you are informed and that you are meeting the right people for your business, which in turn will help you to leverage your own form of publicity. Learn how to get the most of all 3 kinds of publicity!
#6 Hiring a Publicist vs. Self Marketing
Often times we hear people say that they do all their own marketing. Why do they do it all themselves? Typically the cost of hiring another person or hiring someone without the knowledge of their business are the first two reasons given. Many times a business owner will know who the other players are in their industry. Relationships and control are two other reasons that people think they can do it all on their own.
What some business owners may not realize is that publicists are more than newspaper advertisers or glorified secretaries. A publicist can help raise the perceived importance others see in you and your business. A good publicist will save you time, which in essence, is money.
There are a million things to do before one can achieve true success. Public relations is very time consuming. There are many words to speak, sentences to write and ideas to generate. Very few people have the time to handle an effective PR campaign, market their product and conduct “business as usual.”
#7 Building Your Street Credibility
Having a publicist who can perform specific PR functions for your business is more essential than most small companies realize. You don’t have to have a full time $5,000 a month retainer to get key components of your PR functions accomplished.
More and more, you will find publicists who have struck out on their own, who have key knowledge in certain areas of publicity. Determine the type of publicity that will best suit the needs of your company, and then build on the services you need and want from there.
“Have your people contact my people.” Believe it or not, having a publicist on staff boosts your credibility. This is basically for two reasons. First, it shows that you are serious about your product. If you did not believe it could be a success, you would not hire someone to tell the world about it. Second, it makes you look and feel important, which in turn gives you the confidence you need to thrive.
#8 PR Firms and Cost
This is actually the number one reason why most small businesses never hire a publicist. What most large firms will tell you is that they are all encompassing and a small firm will not be able to service all your needs. What most businesses don’t know, is that you don’t have to start out doing everything. You can start out slow or with only the most important pieces of the puzzle.
#9 Importance of a MediaKit
Do you know how to pitch a producer? Very few people know what they need to do to successfully launch a powerful PR campaign. The time spent on learning every procedure, tactic and secret in addition to the probability of failing is not worth the money you save being your own publicist. Sure, anyone can write their own press release… but do they know all the rules? Do they understand the proper format? Do they know the tricks of the trade? Can they come up with an effective angle? Publicists can see things from a different point of view—and not just from the company’s perspective. It is vital to try and see everything from the public’s standpoint.
In order to sell something, the public needs to know about it.
You have something that you are certain that the rest of the public needs to know about and there is no better way to spread the word about you or your product than with public relations. The amount of encouraging attention that a magazine interview or news article gets cannot compare to that of an advertisement. There is an extra sense of authority when people hear about something from a TV show or radio show. It is notably influential. Although both ads and PR are effective and necessary to properly market you or your product, you really cannot do with public relations.
PR efforts can expose you to all kinds of media. With the proper publicist, you will get the chance to tell the world whatever you think they should know, in the most effectual manner. For example, a band can land a radio interview on a hot morning show and discuss about the importance of the message behind their new album. A chef can be featured in a trade magazine and get the chance to tell the public about his new television program. The public’s interest is instantaneously provoked.