Are You Really Ready to Engage PR?

  

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Are You Really Ready to Engage PR?

• When is the right time to engage a PR agency?
• How do I get the best return on my PR agency relationship?
• PR is not working, should I change agencies?

We are often asked these questions by our clients, in particular by CEOs.  There is a sense that they need to “do PR” to increase visibility but selecting an agency and committing to a monthly retainer for the first time can feel daunting.  We’ve seen as well, many situations where we are called on the scene to help right the ship or lead an agency search when “PR just isn’t working” but they don’t know why.

Every business can benefit from PR.

If done well, at the right time, with the right resources behind it.  Many companies, however, feel they need to engage with an agency or change agencies without truly understanding what they need to bring to the table to be successful.  It’s a partnership, not a one way effort.  The agency can execute best when the proper planning is done, the company generates frequent and relevant content in the form of verifiable customer success and business momentum, and that proper expectations are set around what PR is going to deliver.

Timing is everything with PR.

So is preparation and planning.  And content.  We encourage our clients to not engage until the ducks are in a row and the arsenal is loaded with the proper ammunition.  For example, a crisp positioning and messaging platform, an array of customer case studies, testimonials and willing references to speak to the media.  As well, to align the proper resources in the organization to support the effort – who will support the blogging efforts, who are trained and available to speak to the media on certain areas of expertise.  PR is not just the work of the marketing department, but a coordinated effort of many subject matter experts across the company.

We’ve seen what works well - have you?

Let us know how you have succesfully planned the transition to a new PR agency or campaign - what has worked and what you would differently next time.