5 reasons why DIY public relations is a mistake

Don’t underestimate the role of PR; trust the experts

On the internet, you can find do-it-yourself instructions for everything from making jewelry to building rockets. Television is filled with DIY home improvement, decorating and cooking ideas for intrepid go-getters. Still, one area where you should avoid DIY is public relations.

With ever-shrinking budgets and a lack of understanding about the true benefits of PR professionals, it’s tempting to try and go it alone. However, PR is a complex, time-intensive endeavor that you shouldn’t leave to the inexperienced. Done wrong, there may be serious consequences for your business. There are many reasons to leave it to the experts.

You may not understand what is (and is not) news.

When you’re heavily invested in and passionate about your business, everything seems important and newsworthy. Journalists, on the other hand, have strict criteria for determining what makes a story interesting. They only cover exceptional news that has broad appeal for their target audience.

A good PR firm will help you develop and craft your story to attract media attention. They’ll find the right news outlets and the best journalists to get you the visibility you need.

Your reputation is everything.

Just one misguided word, negative review or rash decision can put your reputation in jeopardy. Once your good name is tarnished, it’s difficult to restore it. The best option is to protect it so it doesn’t get damaged in the first place.

The challenges presented by instant social media feedback, a 24-hour news cycle and smart devices that record your every move mean your reputation is vulnerable to an attack at any moment. The right PR agency will help you manage conversations, monitor your online presence and defend your brand.

A social media presence is essential but tricky.

Social media provides an excellent platform for customer engagement and cultivating relationships. However, to be effective, you must remain active on the correct platforms with valuable information. If you don’t do it right, you’re just wasting your time.

Using PR, you can take advantage of social media opportunities to build trust, establish yourself as an authority in your field and convert leads. You can also learn the best ways to bring your messages directly to your target audience, share company updates and get results.

Content will always be king.

So many companies slap any old information on a page and expect it to be effective. Providing valuable content is a way to make an immediate, lasting impact with your audience. By offering information that helps consumers solve a problem or learn something new, they will see you as a go-to source and keep coming back.

There are numerous places to highlight and use your content, such as print, digital and social media. Well-written content can draw attention to your product or service without the hard sell, and PR professionals are experts at this. They can help you create a content management plan designed to gain website traffic, enhance brand visibility and distinguish you from the competition.

You will need to measure your efforts.

All your PR initiatives will mean nothing if they don’t lead to action. To get customers moving through the sales cycle, you have to know which programs are working. You have to know what, how and when to measure.

Perhaps the most important measurement is the value of hiring a PR firm versus doing it yourself. With a PR firm like Axia Public Relations, you get a whole team of experts ready to tackle your toughest issues. This is more valuable than any other type of PR help. Don’t believe us? Contact us or use our convenient PR pricing calculator to learn more.

Lisa Goldsberry is a senior blogger for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked for Axia since December 2013. Learn more about Lisa Goldsberry. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.