The Public Relations Blog

3 ways to minimize the risk and maximize the benefits of PR

When hiring a public relations firm, some companies and executives don’t realize that PR sometimes involves risks, while others actually assign too much prominence to those risks. It helps to understand more about PR and how it can benefit your brand before you hire a PR firm. Unlike advertising, you have little to no control of the timing, content, and context of a news story. Not understanding the risks involved in PR is mistake #4 from Axia Public Relations’ list of 15 mistakes companies make when hiring a PR firm. Here are three elements to pay attention to in order to minimize the risk of taking the plunge into PR:

Don’t rely on appearances when choosing a public relations firm.

Some companies hire their PR firms based solely on appearances. This includes hiring a firm because it has attractive employees and agents who wear specific business attire. While these companies put on an impressive first meeting, they’re often lacking substance. The same goes for using only the company’s website as a gauge in deciding your PR partner. You need criteria by which to make your decision.

We hear PR horror stories from current and prospective clients and even people we meet at networking events about their experiences with other PR agencies. They hired a PR firm based on its appearances – perhaps even unintentionally – and they’re often left disappointed. We consider that mistake #3 when hiring a PR firm, and you don’t want this to be you. Instead, hire a firm based on these four items:

With today’s ever-changing landscape of technology, the shuttering of brick-and-mortar businesses and media outlets popping up or leaving the industry, many believe that print media is dead and, along with it, public relations. However, PR is far from dead.

For more information why you shouldn't hire an advertising firm to do PR, see The size of a PR department in an advertising firm

Don’t make the same mistake many companies make when it comes to PR.

One mistake that companies often make when hiring a public relations firm is hiring an ad agency that dabbles in PR. While this may seem like the best of both worlds, it’s far from it. Often, ad agencies that say they do PR end up recommending mostly advertising programs (at an additional cost) while you’re still paying a PR retainer. This can end up costing you more money than a PR campaign. Don’t fall prey to hiring an ad agency masquerading as PR professionals. It’s mistake #2 of the 15 mistakes companies make when hiring a PR firm.

Overcome hiring a PR firm mistake #1

Hiring a public relations firm is an exciting time for most companies. However, sometimes, people get so enthusiastic about their product/service and story that they jump in headfirst without being fully prepared. In fact, Axia Public Relations considers hiring a PR firm too soon mistake #1 from our list of 15 mistakes companies make when hiring a PR firm.

Here are three situations where your company is hiring a PR firm too soon:

Some people believe that press release syndication services are a dying art. However, with so many of these sites existing, it’s hard to believe distribution services are going away anytime soon. Press release syndication services are still an effective way to spread your company’s news. And have no fear; whether you call them news releases or press releases, the distribution platforms are still the same.

Press release syndication services provide a way to get your company’s news in front of numerous people, including reporters. I’ve had great success with publishing news releases on distribution sites and securing interviews and coverage. Keep in mind, however, the best way to gain media coverage is to build lasting relationships with reporters.

In my opinion, there are three giants in the industry as well as several cost-effective ways to distribute a news release. The more informed you are, the more success you’ll have in your efforts.

Inc. just recognized your company on its Inc. 5000 list, now what?

Congratulations! Your company made it to the Inc. 5000 list. It’s a well-deserved accomplishment that shows your company’s growth over the past three years. Now comes the fun part of promoting your recognition and award. Many companies don’t know where to start.

Often when a company receives an award from a media outlet, other competing news outlets may not write about the recognition, especially local awards from a business journal or newspaper. Lucky for you, a prestigious national magazine like Inc. and its 5000 list tends to gain the attention of the media more than other awards, which means this is your opportunity to share your accomplishment with others. We compiled a list of 16 ways you should promote this company award.

Inbound marketing follows a methodology to attract, convert, close and delight virtual strangers, transforming them into leads and delighted customers. Smart marketers are attracting customers by being the experts in the areas where their prospects are seeking more knowledge. It’s the opposite of the old-fashioned way of capturing leads through disruptive cold calls. By using inbound marketing, you’re interacting with customers in a way that addresses their needs or wants.

While looking at your website stats, you discover two or three top performing pieces of content that appeal to individuals within your buyer’s journey. Congratulations! Great content is your foundation; you use effective writing to appeal to individuals who could purchase your product.

How do you build upon that foundation to attract more visitors and move those individuals through the buyer’s journey?

Holidays can throw a wrench into your media-pitching efforts. When reporters and editors go on vacation in the middle of your back-and-forth, you can lose momentum and opportunities. Therefore, you should be aware of upcoming holidays and vacation seasons so you can prepare and plan accordingly. This doesn’t mean that as soon as you start connecting with reporters you should ask them if they’re taking any trips. Instead, use these four tips to avoid losing media-pitching traction during holidays and vacations.