If you’re new to the wonderful world of PR it can feel overwhelming, to begin with. You may think it’s all about the agency in question, however, there’s a few things business owners should ask themselves first of all. TishTash have put together a hit list to consider before signing that all important contract…
- Be clear on goals and objectives
It’s important to be clear on your business or brand’s goals and objectives before hiring a PR agency. Put simply, it’s all in the brief. Of course, an experienced agency will be able to guide you but it’s crucial you are clear on the priorities and key focuses in the first instance. Ask yourself what is it that your trying to accomplish and break it down into specifics. Simply stating ‘I want to get the word out there about my brand’ is not enough.’
- Are you ready for PR?
Ask yourself as a business if you’re ready to get the most out of PR. Are you at the right stage to begin this journey? There are no second chances when it comes to announcements and often if a brand isn’t quite ready, it shows. Remember media in any region can be unforgiving. If you’re right at the start of your brand’s journey be prepared to make a longer-term investment in PR – this will have far greater results than a piecemeal approach.
- Align your strategy
It’s vital to remember that PR needs to be supported in order to be successful. It does not stand alone in building a brand. Align your advertising, digital and marketing strategies in synergy with PR to ensure the best overall results. This might seem a lot of leg work in the beginning, but it will pay off in the longer term and will mean the business gets the absolute best out of any investment in PR.
- High-quality materials
An agency requires high-quality raw materials so invest in a good photographer to showcase your product or offering. The PR team you hire will be guaranteed better results if they have a solid set of images to work with. Think what you as a consumer might want to see in a magazine or when scrolling through a website. Even if the announcement the agency distribute is compelling, the team will be hard pressed to achieve worthwhile coverage without strong imagery to support.
- Define your version of success
What are your benchmarks of success? Keep in mind that PR won’t solve every issue your business has, nor should you be expecting an instant uplift in sales. It’s important to step outside your brand bubble and set realistic goals with your chosen agency from the outset. If it’s instant results you require it may be advisable to opt for a paid for ad campaign or to put money behind digital promotion for example.