There is no question that brands can benefit from great media publicity, but before you embark on this journey, you should ask yourself the critical question: Is my business ready for a PR project? We help you find out if you are below.
Considering a PR project: Overview
Building a successful business in today’s turbulent economic climate is a tough ask for even the most intrepid entrepreneurs. The business landscape has become a battleground, with growing numbers of small enterprises jostling for pole position amidst ever tightening corporate budgets.
So how do you get ahead of the competition and make your business stand out from the crowd? TV and radio advertisements can certainly offer value, but are well out of the financial reach of most. Social media can also get you noticed, but is the odd light-hearted Facebook post enough to get potential clients to take you seriously?
For growing businesses with limited budgets and unlimited ambitions, PR can be an enormously effective tool to help you expedite your enterprise’s expansion.
Factors to consider before starting a PR project
Before beginning any new journey, you have to take the time to figure out whether you’re really able to manage it. This is true for everything, including PR projects. Here are 5 questions you can ask yourself, before giving your team the go-ahead on PR implementation.
1. Do I understand PR?
Many business owners regard PR simply as a low-budget alternative to traditional advertising. But, it’s important to remember that PR achieves entirely different outcomes to its brasher marketing counterpart, building richer and lengthier narratives. It’s a way to build relationships and connect with the people who matter.
PR enables businesses to carve out a solid reputation within their given industry, reinforcing expertise and relevance by integrating key brand messaging with the news agenda. Remember, it’s not a sales tool, so don’t expect the phone to start ringing off the hook immediately. However, if you’re willing to exercise patience, the rewards down the line will be far greater.
2. Do I have a story to tell?
Don’t make the mistake of thinking the media is falling over their feet to tell your story. A brand-new product or innovation might be breaking news within your business, but it’s unlikely to be met with the same enthusiasm by journalists, who fend off plenty of press releases on a daily basis.
If you want quality publicity, and a strong basis for your PR project, it’s important to clearly identify your ‘brand story’. You can do this by singling out a few key messages that help you to stand out from the crowd. Once you’ve got a clear understanding of who you are and why your value proposition is more newsworthy than your closest competitors, you’ll be well positioned to start grabbing those headlines.
3. Do I have the time?
A PR project is a time-consuming undertaking, requiring plentiful hours of input from spokespeople to brainstorm article ideas, write articles, answer questions, and more. It doesn’t even end there.
Reputable publications don’t simply publish press releases word-for-word. They prefer to conduct their own research and interviews in order to flesh out a story. Incredible opportunities can be presented with tight deadlines, and you’ll have to be prepared to adapt your schedule in return for valuable exposure.
4. Do I have an opinion?
If you want to become a sought-after expert in your industry, you must start voicing your opinion on the issues that really matter.
Don’t be afraid to shake things up and offer insightful and unconventional commentary on breaking news stories. You’ll be clearly standing out from your peers and establishing yourself as a go-to information source for media. If you’re a small business, this is a particularly effective way to position yourself as an industry pioneer.
5. Can I afford it?
PR is certainly more cost-effective than other marketing alternatives. But, it does require a lengthier commitment if it’s to be effective. If you want to see real results, you’re going to need to budget with a long-term view in mind. And, you’ll have to make allowances for the development of strong media relationships.
To speed things up a little, you might want to consider a specialist PR agency. They are more likely to have plenty of established relationships with key journalists in your industry.
Get started on your PR project
If you’ve answered positively to most, if not all, of these questions, then you’re probably ready for a PR project. To get started, and ensure success, contact Red Ribbon and we’ll help you through every step.