Why You Need PR
As I sat down to focus on my next blog topic, I thought it was no coincidence that the topic I had in my notes mimicked not only the title, but the concept of my first book, “You Need PR” which is being released on Tuesday, May 10th. To say I am excited is an understatement. Not only am I now a first-time author, but I am now able to share with all of you my passion for PR on a much grander scale. It’s why I chose to start my own NYC public relations firm in 2015.
Through the years, we have evolved into becoming the go-to PR firm for mid to late stage start-ups and through my conversations, I realized there are so many early-stage start-up companies and individuals in need of a robust PR strategy, but do not yet have the budget or capacity to hire just yet. And that’s where both the blogs I share, and the book,“You Need PR” come into play.
When growing your business, exposure is the key to success. It’s how start-ups secure funding and companies build a loyal customer base. Forming, and then maintaining long-lasting connections is essential to growth. And with the help of PR, the business development goals established early on will become both attainable as well as sustainable. It’s one thing to put PR strategies into place, it’s another to take them to the next level.
At times, there is this misconceived notion that start-ups do not need to employ a PR agency, but in fact, hiring a PR firm that specializes in start-ups can prove to be a game-changer in the long-run. Good PR can help build up a unique brand identity and create awareness amongst a target audience. Leveraging media connections allows PR executives to put clients front and center within the different media outlets in an effort to gain funding as well as attract investors. PR helps to tell the story of your brand in the most unique way. Unlike advertising which is paid media, PR is earned, and is the most organic and natural way to grow your business.
There are many reasons why start-ups need PR:
Funding - PR strategies help to attract investors and raise the funds needed in order to meet the goals and objectives set forth. PR helps to take an unknown business front and center within the public eye.
Image Building - PR agencies have the tools to help create a favorable image of your business to the precise audience. In today’s world, image is everything; it can make or break your company..
Gain Credibility - In the world of start-ups, everyone is trying to establish themselves which creates an environment for competition. The media attention a PR agency can garner will allow for the opportunity to establish your company within your niche. Gaining media coverage will also bring you a step closer to gaining credibility in the eyes of your audience.
Enhance Creativity - PR agencies help to deliver creative and out of the box pitches to the media and develop innovative ideas based on existing market trends to ensure your company is getting consistent coverage and reaching the right audience.
Damage Control - When it comes to handling a crisis, should one arise, it’s important that you have a good PR agency on your side. They can swiftly tackle the situation and provide the right action plan to immediately transition out of such a situation.
Once you understand why it’s important to hire a PR agency and you have the budget, there are additional things to take into consideration before actually doing so. Think of the process as hiring a new team member to your organization. There are certain criteria you look for and the same applies here. It’s important that whoever you bring on-board understands the business landscape, understands your vision, and is as excited about it as you are, and has a proven track record of success.
So what should you be looking for before hiring a PR agency? If you are unsure, I’ve mapped out a few key prerequisites to help you get started.
● Performance history - If the PR agency doesn’t have a good track record, can they successfully help you achieve success? Check out their website, social blogs, the type of content they share, and do a deep dive into their overall reach.
● Area of expertise - Whomever you bring on board should have an understanding of what kind of business your brand is a part of. Otherwise, how will they be able to successfully create campaigns with the right media outlets? You want your PR agency to understand your industry and your standing within the market. Knowing the ins and outs of your business allows your PR team to create effective goals and strategies while providing you with advice that is essential to your long-term success.
● Coverage - An experienced PR agency has well established connections with journalists, media outlets, influencers, bloggers, etc. Their network of sources are what you need in order to receive the right media coverage. They know who to go to when it comes to writing the right content for you. You want to work with people who think outside the box and are not afraid to take risks. Without risk, there is no reward.
Once you’ve established what it is you want out of your PR agency, you must then turn inwards and identify what your business goals are. What is it that you want to accomplish? PR is not just about getting your name in print, it’s also a strategic, long-term plan in developing sustainable goals. In order to get the most out of your PR efforts is to know exactly what it is you want before you bring an agency on board.
● Have realistic expectations - Success doesn’t happen overnight and effective PR strategies take time to develop. Trust in the process and you will see a return.
● Embrace social media - Regardless of how you may feel about social media, it is here to stay and is one of the most effective tools to help build brand awareness and communicate with your audience fast and effectively. Technology has changed the landscape for PR and given us another tool when it comes to communication.
● Know what you want to achieve - Realistically, what does your company want to accomplish? Once you have a clear vision, it will become easier to create a roadmap to success.
● Become comfortable being uncomfortable - Taking you out of your comfort zone is exactly what a good PR agency does. They will guide you to make stronger statements, evolve your brand’s voice, and encourage you to embrace new ideas. For example, you might not be social media savvy but a good PR agency will show you how leveraging the right platforms is advantageous to your growth.
● Establish your narrative - Ask yourself, how is your company (or product) different from the others? What is your key message? How are you positioned within your field? A successful PR agency will help take all of this information and communicate it effectively with your audience.
The power of PR is strong and can do wonders for your business. Before moving forward keep in mind to consider all of the above information, it will prove invaluable when you begin your search.