So, you’ve set aside a budget and decided you’re going to invest in a bit of PR be it traditional or online PR. What’s next?
Well I would suggest you save yourself a few bob by getting your house in order first (remember: PR is charged by the hour!). Here are a few money saving tips….
1) Compile a company history
Whoever you hire is going to need access to a verbal history of your company, brands, executives or any other relevant information which they may eventually use for a press release or as a ‘hook’ on which to generate a bit of media attention.
If you can hand a PR professional this information on on a disk or email you are going to save them the job (and the hours) of trying to compile this company history, nagging you for the info and getting it into a word doc – you’ve already saved yourself money!
Don’t worry about trying to compose a masterpiece – that’s why you’re hiring a professional. But do try to have your company blurb in chronological order and highlight anything you think is a newsworthy fact or of particular importance.
2) Get your website ‘Media-ready’
Journalists, especially those in the ‘traditional media’ (newspapers, radio, TV, magazines…) will more then likely hit your website on receipt of a press release about you or your product. You should endeavour to have all the information they need on your media page (newsroom, information centre – whatever you want to call it as long as its clear).
Here, you should have a well written company history (might need some PR help for this, but you can have the bones of it done, as above), quick links to descriptions of what your offering, any previous media coverage, photos (again you might be better to leave this to the PR person) and an up-to-date company news section with any announcements and press releases.
Most importantly you will have useful contacts for key staff members.
An office phone number, which will be put through to a receptionist during office hours, who will then have to have a think about who is best to deal with the media, is not useful. Journalists do not work 9-5. They will need a mobile number of someone who is cleared to deal with media queries and authorised to give an answer.
The best person to deal with the media is the PR person – but if you are working with an outsourced consultant this may not be practical or budget friendly. A media trained CEO is the next best person to answer the journalist’s call (via the mobile number given on the website).
Remember, a journalist does not normally get any pleasure out of calling people very late at night or very early in the morning, but sometimes its necessary – try not to bite their head off!
3) Have a good idea of what you want….
Its very difficult to give a client what they want if they’re not sure themselves! Before inviting anyone to pitch you ideas try and have a good idea of:
- what you want to achieve (sales, better feedback, brand recognition)
- who you want to talk to (your target audience or your ‘publics’)
- what methods you like
- what methods you don’t like
- what your competitors are at
If you can get these on paper – all the better!
In my next post, I’ll be giving some tips on finding the right PR consultant for you…
hi Emily,
Some nice pointers there
A lot of companies might be wondering what a realistic budget would be to set aside for PR – what tips might you have in this regard?
Best
Barry
http://IrishDev.com
That’s a bit of a ‘how long is a piece of string’ question as it depends on lots of variables.
I’ll have a think about some guidelines though for my next post!
Pingback: Fluffy Links - Tuesday January 13th 2009 « Damien Mulley
Hey Emily, could I add from an online/blogger perspective not to forget to add downloadable logos and photos to your pressroom too, please? Always handy and looks better than taking screenshots
Good ideas. But remember that you’re hiring a PR person because they know more about the topic than you (if not, don’t hire them!). If they say something you’ve done could be done better, it probably could…
Excellent stuff Emily. If only….!
I’d add – have a wish list of coverage – many CEOs have very specific likes and dislikes in the media, and chances are that they have spent many more hours reading coverage of their own industry than any PR consultant.
Pingback: Little Links - Tuesday January 13th 2009 | Joe Scanlon
Hi Emily, nice post. Remember:- when briefing an agency have an idea of budget, timings and difficulties to date, (if you are already up and running).
PR agencies work best when the relationship is honest – that means that the client needs to have an open mind. Keith’s point is good – generally we will have a good idea as to the direction that the programme needs to take but it might not be what you want to hear! Remember keep an open mind, its a work in progress, we are a team working together for the same goals are some of the cliches that will cover those issues!
Always, always get your PR person to use your service/products so they have first hand knowledge – get them to get people they know to try them, encourage feedback good and bad – sit back and let the PR people tell you what they have learnt.
Good luck with PR’ing the masses!
hey emily
good work on the blog !
hope to see you thurs
conor
Great Tips Emily, Thats a great idea about a media page. Think i’ll be adding that to my site in the next few days.
Don’t forget that you – or your PR consultant – can also post releases centrally at http://www.prangle.ie, where they are available to all working journalists.
This business-to-business service takes the work out of routine distribution of press releases.