Remember why you sought out PR. As a business owner, you’re always looking for ways to get ahead of the competition. And one of the best ways to do that is to invest in public relations. But before you start shelling out money for a PR firm, it’s important to understand what PR can (and can’t) do for your business.
If you’re dedicated to getting in the news and increasing exposure, make sure your PR partner is laser-focused on media relations:
Choosing a PR agency is a major decision that can have lasting implications for your business. You want to make sure you select a firm that is dedicated to meeting your specific goals and objectives.
If your primary focus is on getting in the news and increasing exposure, make sure your PR partner is laser-focused on media relations. There are a lot of agencies out there that offer “full-service” or “integrated” communications, but if media relations isn’t their core competency, you may want to look elsewhere.
The news landscape has changed dramatically in recent years and traditional media relations isn’t what it used to be. In order to be successful in today’s environment, you need an agency that has a deep understanding of how the media operates and knows how to navigate the ever-changing landscape.
You should also make sure the agency has a proven track record of success. Ask for case studies or examples of past campaigns they’ve worked on that achieved results similar to what you’re looking for. And lastly, don’t forget to ask about pricing. Make sure you have a clear understanding of how the agency charges and what kind of budget you should expect to incur.
PR services outside of media relations will drive up costs
There are many different types of PR services that can be beneficial to a business, but media relations is often the first service that comes to mind. However, other types of PR services, such as measurement and analytics, reporting, campaign initiatives and crisis management, can also be extremely beneficial—and expensive.
When you’re setting your PR budget, make sure you keep the big picture in mind and allocate funds accordingly. It’s easy to get caught up in the details and lose sight of why you sought out PR services in the first place. By taking the time to understand all of the different types of PR services available, you can make sure you’re getting the most bang for your buck.
If additional services are not must-haves, either ask your current PR agency what a retainer adjustment can look like without them or ask a potentially new partner to provide pricing strictly for media relations
If you’re happy with the PR firm you have, but find that your needs have changed and some of the additional services they offer are no longer must-haves, ask them what a retainer adjustment can look like without those line items. If you’re considering switching firms, ask a potential new partner to provide pricing strictly for media relations (or whatever your current focus might be).
There’s no reason to continue paying for things you don’t need or want, especially when budgets are tight. A good PR firm will be happy to work with you to tailor their services to your specific needs and budget.