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Effective Press Public Relations

Saturday, December 5th, 2009
Gen Wright asked:


t me or are some public relations agencies forgetting the basics when it comes to creating an effective press public relations campaign?

Just recently I was having a conversation with a colleague who claimed that even in our traditional press silly season it was getting more difficult to 1. get good stories out of clients and then 2. get those stories published in their clients target press media.

Perhaps it is just me, but that view couldn?t be much further from our truth if it tried! Our clients are continuing to give us good stories and we are continuing to be able to place them and are experiencing high hit rates with all released articles. We?re even finding that some press journalists are approaching us more frequently as they find that, in some sectors, their usual sources are keeping their heads down due to the adverse effects of the credit crunch.

Maybe it?s unpopular to state and follow the obvious when it comes to creating an effective press public relations campaign? Oh well, I always have been out of step with the times so here we go!

1. Make sure your press lists are targeted and in line with the campaign your client has asked you to run for them.

2. Ensue that you give each journalist what they are looking for, when they are looking for it and in a format that they want and can use.

3. Get buy-in from your client in terms of agreement on levels of activity, focus and story content … then get your client to give you the stories and the information to back them up.

4. If needs be work with your client so that they understand what a good story looks like and sounds like and what information you?re likely to need in order to jump on it quickly.

5. Publish quickly and follow each journalist up to further develop relationships and check that they are definitely getting what they want.

What could be simpler?

Perhaps what?s needed is more of a focus on story than message. A story should excite and move the reader; a message could come from anyone in the same or similar industries lips (and sadly we?re not all as different as we would like to believe).

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Public Relations Integral For Business

Thursday, December 3rd, 2009
Amy Nutt asked:


Public relations is an absolutely integral part of any businesses recipe for success, in fact, a well thought out and properly enacted public relations plan can be the single most important part of a company’s marketing - and aside from a good product and hard working employees, the most important part of running a business.

Public relations will determine exactly how your company is viewed or perceived in the public eye. Current and potential customers like to be ensured that they are, or will be patronizing a company that cares. A public relations department can organize a plan of attack to let the consumer know that your company cares about people and the environment, and about any other burgeoning social issues. A good PR department will also make the public aware that your company has a new product on the horizon and why they have to be first in line to purchase it, or that your company is branching out to offer new services and how that will make you stronger and more capable of handling their needs as consumers.

Yet another great facet and important role of a public relations department is damage control. If something, anything goes wrong and the public is made aware that the problem arose from one of your company’s employee’s actions or due to a particular policy - a good PR department will be the first one on the scene to correct it. Writing releases for apology or correction of error, along with releases stating the fact that new employees and procedures are in place to prevent any future problems can often save a companies reputation in the public eye.

Inside or Out?

Many companies have their very own public relations departments, made up of what could be any number of employees who are responsible for a wide variety of duties including: producing eye catching press kits, writing poignant press releases, organizing charitable events and contributions and some general damage control.

This is usually the best option for large companies with big budgets in place for advertising and payroll. A good full time PR department is great if ever there are cases of an emergency that needs to be dealt with immediately.

Companies that don’t have their own public relations department, but that realize just how important the proper approach to and implementation of public relations can be, will often enlist the help of a third party public relations firm to take care of that end of the business for them.

This second option can work quite well for a company that doesn’t want to keep several full time employees on staff (having to take care of employee salaries, vacation and health benefits), when they can temporarily employee a service to do the job for them. Many reputable and successful public relations firms can bring quite a cost for the service that they provide, but often the results that are yielded from a good public relations campaign can certainly outweigh the cost of enlisting a firm to provide the work.

A third option is for a company to employ regular employees to handle the basic issues of a public relations department - to generate the thoughts and ideas behind the advertisements and new product pushes, but then hire freelance professional to take care of the artistic side of things (the graphics, design and writing).

Regardless of whether a company employs their own full time public relations department, enlists a third party to do the work or uses a combination of in house people and freelancers to get the job done - public relations is an enormous part of whether or not a company will succeed. Good public relations is the recipe for success while poorly thought out, improperly enacted or missing public relations can be an almost lethal detriment.



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Introducing Public Relations

Tuesday, December 1st, 2009
Kadence Buchanan asked:


Effective public relations are a process and its essential first step is research. Nowadays, research is widely accepted by public relations professionals as an integral part of the planning, program development, and evaluation process. Before a public relations program is undertaken, information must be gathered, data collected, and interpretation done. Only after the first step is performed, organizations can begin to make policy decisions and map out strategies for effective communication programs.

The second step in the public relations process, after research, is program planning. Prior to the implementation of a public relations activity, it is essential that considerable thought must be given to what should be done and in what sequence to accomplish an organization’s objectives.

A good public relations program should be an effective tool to support an organization’s business, marketing, and communications objectives. In other words, public relations planning should be strategic. A practitioner must think about a situation, analyze what can be done about it, creatively conceptualize the appropriate strategies and tactics, and determine how the results will be measured. Planning also involves the co-ordination of multiple methods to achieve specific results.

Developing a systematic planning prevents haphazard, ineffective communication that may result in unexpected outcomes. Thus, public relations managers need to follow a well-designed program plan that will help them execute their programs effectively and provide the desired results after the completion of the public relations program.

Moreover, business communications, especially those introduced by public relations departments, can present ethical questions. False and misleading advertising is illegal and unethical, and it can infuriate customers. Sponsors and advertisements aimed at children must be very careful to avoid misleading messages. Advertisers of health-related products must also take precautions to guard against deception when using such descriptive terms as “low fat”, “fat free2, and “light”. In fact, the Federal Trade Commission has issued recent guidelines on the use of these labels.

Finally, public relations companies have introduced the notion of Corporate Social Responsibility (CSR), which is the recognition that business activities have an impact on society and the consideration of that impact in business decision-making. Obviously, social responsibility costs money. It is perhaps not so obvious that social responsibility is also good business. Customers eventually find out which firm is acting responsibly and which does not. Young public relations professionals should always keep in mind, that just as easily as consumers decide to cast their dollar votes for a product produced by a company that is socially responsible, they can vote against the firm that is not.



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Public Relations or Advertising: Which is Best for Your Business?

Sunday, November 22nd, 2009
Tom Trush asked:


On Tuesday night, I caught a couple minutes of my favorite television show – The Big Idea. Hosted by Donny Deutsch, a long-time advertising executive, The Big Idea is an excellent source for getting daily advice from a wide range of entrepreneurs.

 

Tuesday’s topic was how to make your company a household name. Included on the panel were professionals from the public relations and advertising industries.  

 

Donny is always eager to create a little controversy (one reason why the show is so entertaining), so I wasn’t surprised when he presented the following question to his guests:

 

If you’re a business owner on a limited budget and you could pick only one area to concentrate on, would you focus on advertising or public relations?

 

Without hesitation, I blurted out my response.

 

Ask this question to a random set of business owners and it’s likely many will tell you there’s little difference between the two. But the truth is these industries are completely different, especially when it comes to print.

 

While advertising requires payment for space in a publication, effective public relations results in free exposure (assuming you don’t hire an agency) for your product or service.

 

What’s more, readers realize you’re trying to sell them something when your information is presented in an advertisement. As a result, they’re naturally cautious. With public relations, you get a third-party endorsement from the media – a factor that boosts your credibility.

 

An issue some people have with public relations is that you have limited control over the way the media portrays your company, but I think that’s a risk worth taking.

 

If you’ve read to this point, my answer to Donny’s question is pretty obvious. But there’s one big reason why I believe in public relations … and it has the potential to impact your business on a grand scale.

 

You can multiply your message with public relations.

 

Here’s what I mean: When you’re featured or your product/service is mentioned in some type of print media, there’s a strong possibility your news will be seen by more than just that publication’s audience.

 

Most media these days have an online presence. Thanks to social bookmarking sites such as Digg, StumbleUpon and reddit, information – including news articles – is shared more than any other time in history. Regardless of your industry, social media makes it possible for you to reach a global audience without spending big bucks.

 

Also, the popularity of blogging has turned anyone with Internet access and an opinion into a reporter. Underestimating the blogging community’s publicity power is a huge mistake.

 

And, remember, writers and editors don’t just read their own publications. Fresh news comes from many sources, including competing publications. This is one reason why you sometimes see similar features in multiple publications.

 

So now that you know public relations is a cost-effective tool for your business, how do you use it?

 

As a regular contributor to several publications, here are my suggestions:

 



Learn which writers cover your industry. This task is as simple as studying the publications you want coverage in and watching to see who writes about topics related to your industry.



 

 



Volunteer yourself as a source. As a writer, it’s not easy finding qualified sources for articles. Once you learn the writers covering your industry, contact them and offer to answer questions for future articles.



 

 



Request editorial calendars. Most trade journals determine themes for future issues months in advance. Editorial calendars are a great way to find out planned topics so you can offer your knowledge or, in some cases, submit your own article.



 

 



Send out press releases. I don’t think enough companies send out press releases. Newsworthy events happen all the time. You just might not realize it because you’re too close to daily operations. Start asking yourself the following question: Would what we’re doing today interest someone outside of our company?



 

 



Pitch article ideas to writers/editors. This is a challenging task for many people, but it’s worth the effort. When you pitch an idea, grab the writer/editor’s attention by describing why your topic is unique. Also, explain why it will benefit the publication’s readers.



 

 



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Finding a Public Relations Agency in the UK

Thursday, November 19th, 2009
Dave Mccavery asked:


Public relations is something a lot of companies claim to do effectively but that few understand completely. It’s not just clever gimmicks or sending out press releases. Effective PR is characterized by a coherent strategy that has defined goals and measurable results. An effective public relations agency for UK businesses understands this and works hard to make the business environment work for them.

PR is not just an effort to persuade the public of the value of a company’s products or services. The most effective public relations firms are able to not only engage the public, but to improve the perception of the company in the eyes of its own employees. When the efforts of the public relations firm are successful, the company itself becomes more successful. The sales force is deployed into an environment where the name they represent carries with it a positive image, a huge asset to those trying to close the deal with new clients or pique the interest of prospective ones.

Some public relations agencies work outside the firm and some work within the firm. The best public relations agencies are willing to do both. Among public relations agencies in the UK, the flexibility to make such arrangements work tends to indicate that the firm is staffed by flexible, open-minded people who are willing to accommodate their client’s needs in a way that improves their overall success.

When working with a public relations agency, that agency should be more than willing to provide concrete evidence as to the effectiveness of their efforts. This is a basic component of any other service provider and public relations firms have a reasonable expectation to be held to the same standards of accountability. Good public relations firms keep detailed records of the measurable results of their work and are enthusiastic about sharing it with their clients. Businesses around the world expect this from any public relations agency. UK businesses have the right to expect the same.

Public relations has a great deal of useful applications aside from the obvious marketing of a product or service or client relations. A good public relations firm can keep a business in the public eye and control the nature of that image by emphasizing the positive aspects of the corporation. They don’t “fool” the public into believing something that is untrue. A good public relations agency simply makes sure the company’s products, services, people and relations with their community are presented in an interesting way that tends to lead to a positive impression of the company.

Choosing a public relations agency for UK businesses can present myriad options. Look for agencies that are serious about their client’s successes and who are willing to work within the most beneficial framework for the company toward a defined set of goals. Take a look at their client list and see how those companies fare in the public eye. The agency you hire should be staffed by people who are passionate about their work.



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Finding a Public Relations Consultancy in UK

Wednesday, November 18th, 2009
Dave Mccavery asked:


Are you interested in public relations consultancy in UK?  The business of public relations is very important to a company.  Why, it can make or break your company name.  Public relations are required in the financial industry, the fashion business, health care, high tech services, publishing, sports, retail and travel.  A public relations consultancy in UK (also called a publicist) is responsible for improving a person or company’s reputation.  The company will strive to inform the public of new information, influence public opinion or persuade people to take action. 

Public relations consultancy in UK may involve various techniques in garnering publicity.  The agent may invest in television or radio ads, newspaper or magazine page advertisements or Internet marketing.  Additionally, a publicist may place importance in the idea of stimulating the local community by way of hosting an event.  Some public relations consultancy in UK businesses have even worked with celebrities! 

Not only does a publicist help you get publicity, he or she can also give you ideas on how to get people to attend live events, release a successful film or book, get more interviews, make more money (or receive more donations) or even get more people to vote for a candidate.  Additionally, a public relations consultancy in UK may involve emergency situations.  Extreme circumstances come up more often than you realize.  However, you can’t let these situations catch you off guard—it’s bad for business.

What if someone’s company has experienced very bad publicity due to a recent event?  How can you repair that image?  What can you do to build trust up again?  What if there is no precedent for what has happened but something needs to be relayed to the public?  This is when a public relations consultancy in UK will be paramount to the future of your business. 

A public relations consultancy may refer to a publicist or even a consultant for publicists.  Important issues that a consultant will address may include how to create a public relations plan, how to prepare campaign materials, how to write and format a press release, how to assemble a media kit for publishers or networks, how to work with the media, how to establish contact, and how to get featured in articles and nationally read publications.

Additionally, some consultants may have special expertise in holding news conferences and organizing special events.  For example, how do you organize a grand opening?  How can you spread the word about a product launch?  What role does the Internet play in building and maintaining the fine name of a company brand? 

Remember that times are changing.  Old methods of getting publicity may not work—or even if they are still effective, they may require some fine tweaking in order to get the best reaction.  What should you look for in a publicist or publicist consultant?  Experience always counts.

Choose a firm or individual with reputable and verifiable references.  The more recent experience they have had, the more contacts they still keep.  This will be of vital importance when your company needs positive publicity—especially after an emergency situation. 



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What Public Relations Firms Offer

Saturday, November 14th, 2009
Amy Nutt asked:


Anyone who is familiar with the world of celebrities have heard of public relations firms aka PR companies, but just what does such a company provide?

Well, to answer that, one has to understand the term “public relations”. As one would suspect, the term implies a reciprocal relationship between two or more parties. Often, one of the parties engaged is the “public”. Via a second party, information is exchanged to said public. This information is processed and provided in a manner that expresses a certain sentiment in a succinct and understandable way. It is also presented in outlets that will obtain a vast amount of exposure for the individual or individuals seeking the services of a PR company.

In many occasions, the media is one of those outlets and is more commonly used to aid politicians, athletes, actors and musicians. However, it would be a mistaken belief that public relations is only utilized by stars and celebrities, in fact, this all important tool of communication can help various types of relation aspects such as:

Employee/Labor relations

A PR firm can become an extremely invaluable asset when it comes to the often tricky and volatile relationships between employers and their workers. Many people think that PR company services are only called into play when talks break down between union officials and businesses. It would surprise many to learn that a public relations firm can be employed to help employees understand their rights and what is required of them within a given company structure. Often time’s, business will hire a PR company when they have to address a body of people and give new instructions. Speeches, lectures and business conventions may lay claim to public relations involvement as well.

Media relations

with media relations, a PR company can act as a consultant to coach an individual on how to handle themselves when they are in the public eye. Although stars do often use this service, normal individuals, such as a suspect in a murder trial or someone who is looking for a lost family member can use a public relations firm to appeal to the citizenship. Although many companies will stoop to low ball tactics, a reputable PR firm abides by a certain code of ethics and tries to ensure that the information being put into the public arena is factual.

Investor relations

Investor relations are set up by a public relations firm to foster dialogue between a particular company and it’s shareholders. Unlike media relations or labor relations, the target audience is very specific and often times extremely educated on the topic at hand. In an effort to give those seeking information a glimpse into a companies stock offerings, investor meetings and conventions scheduled. In this way, analysts, shareholders, stockbrokers and the like can gather to learn more about investment prospects. For businesses seeking to reap new investment a capital, the use of a PR company is a very smart move.

Say no-to spin doctors

If you have done something wrong, it may be best to fess up eloquently than try to wag-the-dog. An ethical firm will not tell you to lie to the public. They may of course consult with you regarding the type of information you wish to make known, but today’s politically savvy populace can usually see through spin.

The right PR Company will try to combine tactics that will get attention or enable you to get your point across. They will also attempt to keep you from coming under fire for obvious ploys or publicity stunts by making smart assessments of the climate you will entering into. For these reasons, any person who wishes to grab the national spotlight, or foster better communication with employees or investors, need to l investigate the powerful tools that a Public relations firm can provide.



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Will Nigerian Public Relations Increasingly Get a Seat at the Top in Corporate Nigeria?

Wednesday, November 4th, 2009
Ayokunle Bankole asked:


WILL NIGERIAN PUBLIC RELATIONS INCREASINGLY GET A SEAT AT THE TOP IN CORPORATE NIGERIA?

Every now and then I think of public relations, I ask myself with utmost dismay if indeed practitioners of the profession in Nigeria will increasingly get a seat at the top management – the height of any organization – in years to come.

It is no more news that the public relations profession dates back from the 15th century. And that its activities are widely used and well appreciated in countries like the USA and UK to mention just two.

What is however news is that the Nigerian government is never really aware if public relations practitioners do exist in the country, not to talk of patronizing them! It is disheartening also to hear corporate executives talk down on public relations people. You hear such comments like “What exactly are public relations functions in an organization?” or “How does a public relations job fit into our corporate goal of maximizing profit?” This cold disposition shows an inadequate orientation on the objects, scope and roles of public relations in industry.

In a recent study of the US bureau of labour statistics, about 700,000 jobs were held by advertising, marketing, promotions, public relations, and sales managers in 2002. It was observed that sales managers held almost half of the jobs (343,000); while marketing managers held more than one-fourth (203,000). Advertising and promotions managers held 85,000; and public relations managers held only 69,000 of the total jobs.

The result of the study above is a crystal clear indication of the low recognition corporate executives the world over place on this highly priced profession.

From my point of view, I believe this misunderstanding and skepticism of public relations role can be attributed to the fact that many of the traditional corporate executives had a management background which placed little or no emphasis on public relations or reputations management. Many CEOs are ignorant of what a public relations function is, and what it is not.

A look at the educational curriculum for social and management sciences department of many higher institutions in Nigeria shows dearth of requisite courses in Public Relations. A typical example is the department of Business Administration of Olabisi Onabanjo University, BUS 407 (Promotional Management 1) is the only course one would notice a Public Relations mention. And, you need to know the worst of it all: It is an elective! (I guess for students who specialize in Marketing.)

This perhaps is the reason heads of both marketing and public relations department dispute over the right to plan and present communication strategies.

The public relations practitioner is faced also with a similar problem. As a result of his narrow exposure to management principles and techniques, he lacks managerial and administrative skills that modern CEOs look out for. Public Relations courses are often housed in a journalism, mass communications or communications department which makes it difficult. (But, that is not to say it can’t be found in a business school.)

As Chief Bob Ogbuagu, an expert in public relations sums it up: Broaden the base of the training of public relations people so that they’ll do a bit of accounts, do a bit of everything because when you become a manager, really your profession is not strictly what you do.

The pressure is on public relations people to acquire sound managerial skills. Though effective writing is absolutely a critical skill; judgment may be the most important single qualification needed in their field; the capacity to think analytically under pressure; confidence, sensitivity, organizing and planning ability may be the hallmark of a public relations training; nevertheless, management skills are invaluable for successful climbing the public relations ladder.

For a career in Public Relations, a university or polytechnic degree or diploma respectively is essential, and a basic grounding in the liberal arts is strongly recommended. The practitioner need give it a thought also on earning a degree (probably a master’s) in Management, Administration or Business, and attending short training courses or certification programmes related to his field and specialization in order to remain relevant in this highly competitive job market.

Further more, the Nigerian Institute of Public Relations (NIPR) should fight for more Public Relations courses to be taught in the social and management departments of institutions of higher learning and ensure only professionals teach those courses.

Conclusively, every true public relations practitioner has a role to play in this revolution. All hands must be on desk to ensure her rightful place in the society. Public relations professionals are role models. Once, the simple operation of publicity today has emerged as an important management function. Gone are the days when public relations executives are pegged at the manager level. The public relations head should hold strategic positions like vice president, assistant general manager, deputy managing director, or even managing director/CEO status.

It is high time practitioners equipped themselves with the required training and skills in order not to be relegated to incidental activities in corporate hierarchy.



Ayokunle Bankole is the CEO of Loud Media Company, Lagos, Nigeria. We are a publicity and promotions firm that specializes in making individuals, groups and corporate bodies known within and outside their borders!

Tel. +2348055981421 E-mail: loudmediacompany@gmail.com





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Why Public Relations and SEO Should Become Best Buds

Monday, November 2nd, 2009
Bradbury asked:


Website promotion is a competitive, lucrative industry where everyone from Manhattan Public Relations(PR) Firms to smalltime Search Engine Optimization (SEO) companies are vying for a piece of the pie. Ironically, on the information super highway, it is because of this lack of knowledge that most SEOs and PRs have for one another, which hinders their ability to offer a truly effective and affordable online-visibility solution for their clientele.

Let me explain.

THE TROUBLE WITH PUBLIC RELATIONS

PR is an industry that creates visibility across several different media for its clients while adhering to a pre-defined budget. It is an industry of communicators, with the ability to disseminate information to selected outlets armed with a rolodex, a press release and some serious people skills. Yet, with all of their strengths, one of the greatest criticisms of PR is their lack of ability to produce measurable ROI.

Large companies see the overall benefit of a well executed PR campaign, but medium-sized companies don’t see the immediate value in a bunch of blog links or they can’t afford to have Custom Myspace Tools developed for a product launch. As a result, many medium sized companies are leaving PR out of the marketing mix.

THE TROUBLE WITH SEARCH ENGINE OPTIMIZATION

On the other side of the spectrum are search engine optimizers (SEOs). Technically savvy problem solvers, SEOs can tweak a website to maximize its exposure in the search engines (the tools that over 90% of internet users turn to when finding new resources or information online). SEOs rely on their technical expertise as well as their ability to build “backlinks” (links coming from other websites) to achieve success in the search engines for their clients.

In the past few months, however, (06-07) search engines have gotten “smarter” and have made traditional methods of building backlinks less effective. Many SEOs have turned to what they call “link bait”, tapping into social media (blog forums and others) to build backlinks. Of course, “link baiting” is really just a nerdy term for online publicity. It’s something that only the best of SEOs have mastered, and many PR Practitioners are now diving into.

WHY PR AND SEO SHOULD BE BEST BUDS

Where “link baiting” (and really online promotion in general) is concerned, Public Relations firms have a distinct advantage. With their preexisting experience, contacts online and off, and other resources already dedicated to building online visibility, PR firms are much better equipped to get mentions and links on authority websites than their SEOs counterparts.

Of course just because a PR firm can get mentioned in a dozen blogs posts, or make the first page of Digg.com, doesn’t necessitate an increase in their client’s bottom line. With the help of an SEO consultant, or SEO company, however, PR firms could present actual numbers to prove the value of their service by converting online publicity into search engine dominance.

If PR could tap into the technical expertise of a search engine optimizer they could solve the problem of tangible ROI and expand their services to more medium sized companies, ecommerce sites, and others. What if you as a PR Practitioner could hand your client a piece of paper saying “Look, we’ve gotten your name out to your niche here, here, here and here – oh, and as a result of this, you are now number one in the search engines when searched for these top keyphrases…”

Likewise, SEO firms, what if you could cut your workload in half by completely cutting out link building, show your clients better results, and get them mentioned in related high-traffic blogs or ezines? How much more would they be willing to spend with you? For how many more keywords would they want to rank?

YES, BUT WHAT DOES IT ALL MEAN?

It is a symbiotic relationship. Yes, you have to pay another company and cut away at some of your margin, but the relationship is mutually beneficial. Furthermore, if each party is accommodated with solutions specific to the other’s industry where both stand to make a buck from offering the other’s services, the relationship will grow.

By putting stock in SEO as well as outsourcing it, Public Relations Firms will be able to retain their larger clients with greater frequency as well as set their sites on medium sized businesses that previously hid their wallets when someone mentioned the words “press release.” Similarly, by outsourcing to PR firms, Search Engine Optimization companies will be able to service more clients, while providing all around better results.

The most important point to remember here is that neither SEO nor PR firms have the whole of the online promotions pie yet. PR’s strengths lie in creating visibility, but not technical prowess. SEO is just the opposite. They’re a veritable Ying and Yang, an Odd Couple, Bonnie and Clyde, Simon and Garfunkle, Best Buds just waiting to find each other out there in the entangled world of bandwidth, servers and free information that is the internet.



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I Can’t Afford a Publicity/Public Relations Campaign — Can I?

Friday, October 30th, 2009
Todd Brabender asked:


It’s a phrase I hear over and over again from many entrepreneurs, small businesses owners and inventors: “I’d love to hire someone to launch our publicity campaign professionally, but we can’t afford it, so I’m just going to have to do it on my own.”

Over the past several months, I have been conducting an informal survey among entrepreneurs and business owners who have contacted me about my services. I have found that due to their lack of information or knowledge on the topic, many businesses typically over-estimate or over-budget the cost of a prospective public relations/publicity campaign. During my PR consultation with them, I asked: “How much do you think it will cost to launch a solid, effective PR/publicity campaign for your product/business?” Of the 102 people I’ve queried:

· 11% - Thought a professional PR campaign would cost $10,000+ per month

· 32% - Thought a professional PR campaign would cost $5,000-$10,000 per month

· 39% - Thought a professional PR campaign would cost $3,000-$5,000 per month

· 12% - Thought a professional PR campaign would cost $1,000-$3,000 per month

· 6% - Thought a professional PR campaign would cost less than $1,000 per month

The truth is — you can get a publicity/PR campaign in all of those price ranges. What you get for your money and how effective the campaign will be is the real question. It is true that the more you pay the more you get. But getting the most publicity/PR exposure doesn’t mean you have to get most expensive PR agency or specialist.

A good rule of thumb is to align yourself with a PR business that best reflects your business size. Most times their rates will be in line with your prospective PR budget. If you are a small business owner with two employees, you need not hire a high-dollar PR agency with dozens of employees. Find a PR business whose office size and capabilities closely resemble your business.

Case in point — there is a large PR agency in a fancy building downtown a few miles from my office. Frankly, we are not even competition to each other – in fact we have even referred clients to each other. Why? They typically work with large corporations and implement campaigns of around $10,000 per month. My business works with small/medium-sized businesses. Mechanically, the downtown firm and my business do the same thing when it comes to PR campaigns: professional media release composition; extensive media market research; articulate personalized distribution to the media; months of media relations (article placements/interview scheduling/media request fulfillment, clipping/tracking of media placements, etc.).

Signing up with the big firm doesn’t mean you’ll necessarily get an experienced associate working on your campaign. So are you getting what you are paying for? A friend of mine who works at a major PR firm gave me the following breakdown of billing fees in his office:

· Interns/Junior Executives – bill at $75 / hour

(Very little, if any professional experience)

· Account Executives – bill at $100 - $125 / hour

(1-3 years of professional experience)

· Senior Account Executives – bill at $125 - $200 / hour

(Multiple years of professional experience. Agency decision makers.)

Compare those prices to many small PR shops or individual PR specialists. Many have started their own PR businesses after years of experience in the industry and typically charge $50 - $100 per hour to professionally launch and maintain your campaign. Many times, you can get a seasoned PR veteran who will work directly with you and your staff for cheaper than the “Intern/Junior” executive rate at a downtown firm.

However, one word of advice — when choosing a smaller firm or individual to do your PR, make sure they have the same tools that the bigger agencies do: updated media lists/contacts; personalized media distribution capabilities; professional clipping/tracking services to get copies of each of your media placements (articles, tapes from TV/radio shows) as well as the intangibles of expert communication/media relations skills and professional pitching prowess. If they are cheaper, but don’t have all the tools to help you in the best manner possible, you are probably better off spending a little extra money to make sure your campaign is launched and maintained correctly.

The major benefits of hiring a professional (individual PR specialist or PR firm) to launch your campaign are:

· Proper Campaign Implementation – Improperly composed or poorly pitched campaigns are the major downfall of many PR efforts. Poorly written, over-commercialized media releases; uncalculated, misdirected mass e-mailing of the release pitch; no follow-up media relations/media request fulfillment; etc.. Your first impression to the media is a lasting one – make sure it’s a good one.

· Media Contacts – Most PR agencies have established multiple media contacts over several years that can lead to much better and more numerous media placements for your campaign. Let their foot in the door benefit you.

· Efficiency and Effectiveness – PR specialists/agencies generate publicity full time, 8-12 hours per day and know the ins and outs, shortcuts and secrets to getting the job done better and quicker. Sure you could hang your own drywall or do your own plumbing, but do you have the tools, the time and the expertise to make it cost effective? I always tell my clients, “You do what you do well, I’ll do what I do well and we’ll collectively move this business further up the ladder.”

One caveat when it comes to choosing a professional PR agency or individual to work with – signing up for a higher priced campaign doesn’t necessarily mean you will get better results than a cheaper campaign. And the inverse is true as well. Over the past year or so, many “low-cost PR/publicity services” have begun to pop up all over the Internet. Ones that promise to write and launch a press release for as low as $99. They are low in cost – because frankly many are low in quality. Bigger is not necessarily better, and cheap does not always mean a good bargain.

If you have the time, tools and talent to launch and maintain your own campaign, you should definitely do so. If not – there are a number of public relations/publicity firms, specialists and services out there. Research to find the one whose services and fees match your business plan. Once business owners, entrepreneurs, and inventors learn more about their options when it comes to launching a PR campaign — many find that they can’t afford NOT to have one.



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