Let’s get real about PR for a hot minute. It’s not just press releases and crossing your fingers. PR is a strategic beast that requires expertise, patience, and a whole lot of hustle. Here’s the inside scoop on what we really wish our clients understood:
PR Isn’t a Magic Wand for Sales
PR doesn’t automatically generate leads or sales. It’s part of a larger strategy. If you’re expecting immediate ROI, you’re barking up the wrong tree. PR builds reputation and awareness over time, which can indirectly influence sales. While it’s not always a direct sales tool, it’s essential to help the public understand your brand.
Newsworthy Doesn’t Mean What You Think It Means
We hate to break it to you, but no one cares about your growth and new hires. Your company’s five-year anniversary might be a big deal to you, but to a reporter? Not so much. We need stories with impact, relevance, and a hook to capture the public’s interest. As your PR representative, it’s our job to determine what is newsworthy and what isn’t.
The Media Landscape is Complex
Bigger isn’t always better when it comes to publications. The New York Times isn’t a realistic goal for every story. Sometimes, a niche industry publication or a local news outlet can be more impactful for your brand. Trust us to know where your story will resonate best.
Good PR Takes Time
Research is extensive and takes so much time. It can take months of working on a story before you get coverage. A good story doesn’t equal automatic quality coverage, and plenty of great stories are overlooked. PR requires patience and persistence.
Flexibility is Key
Media waits for no one. Sometimes, we need a same-day turnaround for a great opportunity. Your reputation (and ours) relies on us being as flexible as possible with reporters. If you’re not responsive, you’ll miss out on opportunities, and that’s on you, not us or the reporter.
It’s More Than Just Media Relations
While getting you in the news is part of what we do, it’s not all we do. PR encompasses crisis management, reputation building, content creation, and more. Speaking of which, have a crisis plan. If shit can go south, it will. Be prepared.
We Need Your Involvement
Don’t keep us in the dark. You never know what reporters might be interested in. That random thing you’re working on? Might be a great story. You won’t know unless you keep us in the loop. And when we do land an interview, your C-suite better make the time. Reporters want to talk to decision-makers, not your marketing person. If they don’t know how to handle interviews, we can teach them. Invest in media training.
Trust Our Expertise
If you’re going to hire us for PR, please be all in. We know what we’re doing. More pitching doesn’t always mean more coverage – strategic pitching does. Know WHY you want coverage before asking us to pitch it. And if you’re not sure, and we tell you it’s not newsworthy, trust us.
PR is a powerful tool when used correctly. It requires a strategic approach, realistic expectations, and a strong partnership between the agency and the client.
