When companies are looking to hire PR agencies or consultants, it is usually to drive awareness through earned media. Although there is so much more that falls under the umbrella of PR, in my experience achieving positive media coverage is still the most sought-after and valued part of what we do.
Interestingly, despite their desire for positive media coverage for their brand, many business owners do not understand how it impacts their business. In general, good PR drives brand awareness and protects reputation. The awareness achieved through earned media can help introduce and reinforce desired messages to potential prospects about your brand, but it is not a direct means to achieving sales. At the same time, a poorly managed reputation can impact public perception of your business’ sales, etc.
In addition to understanding the role of PR, there are also some important realities that you must be prepared to embrace.
PR is not a quick solution.
There are no short cuts to successful earned media. Media relations takes time and commitment. Positive media coverage is hard-won, especially now with shrinking newsrooms.
Good coverage for your brand will grow gradually over time. You might have budget for only a short campaign or think you need to promote the launch of a new product for a couple of months. Understandably budgets can be hard to come by, but this approach is less likely to succeed. That is because relationships need to be built and your story needs to be told and retold again and again. It is your PR agency’s role to build a successful strategy and cultivate relationships over time, on your behalf.
Achieving good PR is an ongoing effort and not an overnight strategy. Over time, you will be more likely to achieve top-tier media hits and features in major outlets. Most importantly, the relationships your agency builds with the media are critical to weathering a PR crisis and no organization is immune to crisis. Starting PR from scratch during a crisis makes a difficult task more challenging. Being able to draw on existing and solid relationships with reporters during a crisis will serve you well and save valuable time. Reporters will already know about you. They will have covered stories related to your company leadership, history, products, and focus. What is more, your spokespeople who are already media trained and experienced in doing interviews will be an essential communication tool.
PR is not controlled.
There are no guarantees on results. What you can control is your strategy and how you respond to questions and situations. You can media train your spokespeople and teach them techniques to manage media interviews. But, earned media is never completely in your control. Media won’t always see a story angle in the same way you do. You better be offering something that benefits your audience. This takes time and patience because you are not going to get it right all the time.
Although you cannot guarantee the outcome, what you can control is investing in the experience of professionals in your market who know how to work with the media, the current landscape, and what works. Relying on their knowledge and experience gives you the best chance at positive results.
PR is essential to companies and brands.
PR is a long-term commitment in good times and in bad times. It builds awareness and protects the reputation of its brands. There is great value of people choosing to say nice things about you. Just like your own personal reputation, a solid corporate or brand reputation is essential to your business. Committing to good PR now and in the future is well worth the time and investment.
Finnegan + Co. offers a free 30 minutes PR needs assessment for companies who are considering a PR strategy. Contact us today to set up a meeting.
