PR is often viewed as an expensive luxury, particularly as it can be tricky to gauge the ROI. What’s important to note is that clients are paying for the agency’s expertise and experience in talking to the media, understanding what they’re looking for & how to sell it to them.
Third party endorsement via editorial is much more valuable than paying for an advert – anyone can do that. It’s an extension of the business – an investment in getting to know the client and their stories, to share the passion for what they accomplish on a word of mouth basis, in a compelling way.
Here are our top tips to hit the ground running and get the most bang for your buck.
Who are you?
If you don’t even know, how can you convey it to the rest of the world? A strong identity with clear messages is the key to success.
What are the headlines?
Journalists are looking to cover stories which are new and newsworthy. If you were reading about your business in the press, what would the headlines be?
Collate your assets
Media coverage relies on strong images. Before you start, invest in photography, video or infographics to give colour to the stories create content for your digital channels and get your points across.
Look outside your echo chamber
How newsworthy is the subject you’re looking to promote? Is it in the media already? Does the average person in the street know about it? It might be the biggest thing on your agenda, but if the average Joe isn’t aware of it, the news might not get covered. Look outside the box and be realistic.
Give it away
Be prepared to send samples, offer complimentary meals or stays to get your product or service in front of a journalist and directly into their hands. Recommendations will be forthcoming if they’ve had the chance to experience it for themselves.
What does success look like for you?
What is the ultimate goal and what are you hoping to achieve? PR isn’t a one size fits all situation, so be clear about your objectives and we’ll help shape the campaign to help you realise them.