Tag: PR agency

4 Reasons Your PR Campaign Isn’t Driving Sales — and How to Fix Them | Entrepreneur
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Opinions expressed by Entrepreneur contributors are their own.
Many entrepreneurs who have tried PR and then stopped say something similar: “I paid a lot for PR, but it didn’t lead to sales.”

It’s certainly a frustrating situation to be in. Brand awareness is great, but it doesn’t mean anything if it doesn’t help you reach your goals. Your PR efforts need to be closely aligned with your overall marketing strategy. However, only one in five PR professionals is involved in developing a company’s overall marketing strategy, per Meltwater. This leads to missed opportunities for connecting media coverage to your KPIs.

Here’s the good news: Fixing this is usually a matter of fine-tuning certain parts of your PR campaign so you can convert brand awareness into meaningful sales.

Below are four reasons why your campaign may not drive sales — and how to adjust your efforts to start making more from media coverage.

Related: 5 Media Strategies Every Entrepreneur Needs to Know

1. There’s no defined customer journey

Your company just got featured in a digital publication with 15 million monthly visitors. Congrats! But, now what?

Your PR strategy should detail how a potential customer who just discovered you via the media moves from brand awareness to conversion. Keep in mind that most customers don’t go directly from one to the other — even in the most simplified marketing funnel, they first must move through the interest/consideration phase.

Work closely with your PR and marketing teams to determine how you will nurture new audiences in the consideration phase until they’re ready to convert.

That may involve these tactics on the website page your media coverage leads to:
- A newsletter sign-up box (offering high-value content)
- An offer for a free trial
- A downloadable white paper
- A 1-1 consultation
This is especially important if your media coverage sends audiences to non-eCommerce pages. For example, if one of your spokespeople is featured as an expert and the article leads to their bio page, there should be a clear “next step” for customers (like those outlined above) to move them closer to a purchasing decision.

Related: 5 Ways Companies Can Create Content That’s Actually Helpful

2. The landing page from the press has a bad UX

If the press directs new visitors to your website, but the links are broken, images are sized poorly, it’s not optimized for mobile, or it’s difficult to navigate, they’ll quickly bounce off the page.

The website pages you provide to the press should be among the most inviting, intentional ones you create since they play a key role in moving potential customers through the funnel. Better UX can increase conversions by up to 400 percent, per research from Forrester.

Whenever you’re mentioned in the press, put your company’s best foot forward to make an unforgettable first impression.

Related: 5 Things Journalists Wish You Knew About Getting Press Coverage for Your Company

3. You’re targeting the wrong publications

While getting coverage in a giant publication feels amazing, it may not lead to the most sales. Some of the most lucrative placements we’ve seen for clients have been in regional outlets where their community comes together to support local businesses.

As an example of that, one of our firm’s clients has been featured in several national publications that are fantastic for credibility and visibility, but a local broadcast segment contributed to a 224 percent increase in their online sales in just one month (not to mention a spike in brick-and-mortar sales).

Even for nationwide or global companies, a niche publication can reach more high-intent audiences. If you’re a nutrition app company, landing on Good Morning America is great for exposure, but you may actually reach more customers who are ready to convert with coverage in a small outlet focused on healthy eating or weight loss.

4. Your social media channels don’t reflect the customer journey

As mentioned before, potential customers typically aren’t ready to buy when they hear about your company. However, they often engage with companies on social media after their first exposure to them in the media.

For instance, if someone reads about you in an online article, they may follow you on Instagram as a next step to learn more about your company. Make sure your social media channels are nurturing new audiences through every stage of the marketing funnel.

Social media strategy should be a key part of your 360-degree marketing efforts and reflect your media coverage for cohesiveness. Repurpose your broadcast appearances for TikTok or Instagram Reels and showcase quotes from your interviews in static posts. Then, just as you would for your landing pages, make sure there’s a clear next step in the customer journey.

In fact, social media can be one way to shorten the customer journey from brand awareness to conversion. It has traditionally been thought of as a top-of-funnel brand awareness tool, but 93 percent of executives say that companies are increasingly moving eCommerce to social media, per a Sprout Social report.

Throughout all of these efforts, think about what steps will lead your customers from brand awareness to conversion — and be there to offer them high-value content every step of the way. Also, make sure your PR team is actively part of overall marketing decisions. When you do so, you’ll see more impactful results from your investment in PR.
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Kelsey Kloss

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November 9, 2023
6 Tips for Choosing the Best PR Agency for Your Company | Entrepreneur
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Opinions expressed by Entrepreneur contributors are their own.
Public relations (PR) is a multi-faceted effort to manage and build a positive reputation. Powerful PR work includes many things, such as media relations and public sentiment. PR plays a critical role in business success by providing comprehensive brand management.

Some important PR efforts include building brand awareness, being proactive in creating powerful brand messaging, managing marketing campaigns, monitoring reputations and doing damage control in response to adverse incidents that attract negative attention.

Related: Why You Need A PR Agency and How to Choose One Wisely

How do you assess your PR needs?

To assess your PR needs, start by defining your goals and objectives for PR. Identify your target audience and stakeholders. Make a list of the PR services you need and the scope of the services required. Before searching for a PR agency, calculate a realistic budget for your PR.

Now that you know what you want and how much you can pay, the next step is finding an agency that is a good fit.

How do you identify potential PR agencies?

Begin your search for agency candidates by conducting thorough online research, including exploring agency websites, reading industry news and checking publications. Seek advice through social media and professional networks. You may want to consult industry-specific directories and associations. Ask for recommendations from industry peers and colleagues.

Create a checklist of desirable agency qualities and give weight to the various factors on a ranking scale of one to 10.

For a real-world PR firm evaluation, use this checklist:
1. Industry experience and expertise
2. Track record and past client success
3. Reputation and credibility
4. Client retention rate
5. Creativity and innovation
6. Team composition and qualifications
7. Communication and responsiveness
8. Ability to understand and meet business objectives
9. Measurable results and ROI
10. Alignment with company values and culture
Look for an agency with experience in your industry or niche. Review agency portfolios and case studies. Examine past PR campaigns and successes. Analyze client testimonials and references. Research industry awards and recognition.

After you have assembled as much research as possible, the next part of the process is to meet with PR agencies for an evaluation.

Related: The 5 Answers You Need Before Hiring a PR Agency

What should you ask PR agencies when you meet them?

Schedule initial meetings with your top picks. During the meetings, focus on the PR team and past results to understand their PR strategy and planning approach. Ask about the team’s expertise and experience. What is the founder’s story? What has been the growth trajectory of their clients? How many companies have they grown?

Request all media hits they secured for two or three clients over the past 90 to 120 days. Look to see what kind of press the founder and the agency secured for themselves.

Discuss reporting and performance measurement. How do they compensate staff for a key performance metric hit? How many promotions have the members of the team, who would be assigned to your account, received in the last 12 to 18 months? What does their company off-site look like?

After collecting all these key data points, assess their ability to adapt to your specific needs and goals, and don’t be shy when talking about money.

Can you afford it?

PR agencies may use different fee structures. Most require a retainer to get started, and then the billing for services may be project-based, hourly or some combination. Request detailed pricing proposals from each agency under consideration. Compare pricing in relation to the services offered. Naturally, you will want to negotiate the terms of the agency agreement and ensure transparency regarding costs.

Typical PR campaigns cost between $10,000-$15,000 per month and are executed over 6-12 months. If you’re planning to IPO, plan on spending $25,000 or more per month. Large and publicly traded companies need much larger budgets to effectively run campaigns that involve a mix of corporate communications.

Is there a cultural fit?

Ensuring a cultural fit between your needs and the PR agency is usually more important than cost. Cultural misalignment can botch a PR campaign. When you evaluate the agency’s organizational culture and values, consider compatibility with your company’s culture. Determine if the agency aligns with your brand’s image and messaging.

Assess communication style and responsiveness to determine the alignment with your usual business practices. For example, what is your expected response time when you send an email or leave a voicemail?

Evaluate the choices by conducting thorough due diligence on the agencies. Investigate each agency’s reputation and online presence. Look for past controversies, legal issues or ethical concerns for the agency and key executives. Verify the agency’s errors and omissions (E&O) insurance coverage, credentials, certifications and licenses. Check with industry associations and regulatory bodies for validation of an agency to ensure that it is in good standing.

Related: Pros or Pretenders? How to Choose a Reliable PR Agency in 6 Steps

Are you ready to decide?

Compile a comprehensive assessment of each agency. Weigh the pros and cons of each agency based on your criteria. Select the PR agency that aligns best with your objectives, budget and culture. Clearly define expectations and goals for the PR campaign. Draft a detailed contract that outlines services, deliverables and timelines. Have an attorney review the agreement. Set up communication channels and reporting mechanisms for an ongoing relationship.

The key steps in the PR agency selection process are to assess your needs, identify potential candidates, meet with them, evaluate their strengths and weaknesses and then decide. By following these key steps, you may choose a suitable PR agency. Encourage ongoing communication and collaboration with the chosen agency to avoid serious problems and maintain an alignment of interests as you move ahead.
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Danielle Sabrina

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October 16, 2023
How to Choose a Reliable PR Agency in 6 Steps | Entrepreneur

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Opinions expressed by Entrepreneur contributors are their own.

If you own a business, you know that reputation is everything. It’s not enough to know what your brand is about and its values – you must communicate all these things to clients, partners and stakeholders. This is where PR places your company on the map and establishes the right communication channels. But with so many names out there competing for clients’ attention, how do you know you’re hiring a reliable PR contractor?

In this guide, you’ll discover six tips to help you choose a professional, result-driven PR agency that will work to effectively build your brand reputation and make your brand stand out on the market.

1. Look for an agency with a rich media catalog

A long list of media outlets in an agency’s database is not just a sign of extensive connections in the industry. It also means it will be easier for a media expert to select the outlets that perfectly fit the client’s criteria, such as budget, niche and target audience. Let’s break it down with a simple comparison:

Bad agency: Offers you a list of a couple of dozens of media to choose from to publish your story. It’s unlikely you’ll find an outlet that satisfies all your PR needs – even the core ones.

Good agency: An extensive media catalog with outlets covering various industries, reader demographics and geographic regions. No matter what your PR goals are, you’ll be able to find the right place to publish and promote your business.

Related: Why You Need A PR Agency and How to Choose One Wisely

2. Analyze the media you’re offered to appear in

Remember: quality always beats quantity. Instead of bringing your brand name to the pages of several little-known or low-quality outlets, it’s crucial to focus on choosing a few or even one reputable source. Expert PR agencies live by this rule and would not waste your time and money on publications with little to no impact.

Bad agency: Likely chooses cheaper outlets with fewer readers to save their (not your) budget. They might also conceal what outlets your piece will feature in until the moment of publication.

Good agency: Focuses on results and transparently communicates the selection of reputable outlets, even if it means a higher price. You will be able to make an informed decision and know exactly what impact the PR campaign will have on your business growth.

Related: How to Make the Most of Your Public Relations

3. Request the agency’s portfolio

Imagine you come to a real estate agency looking to buy a property. An agent keeps pushing you to buy this “amazing” apartment with a “great” interior design and a “fantastic” infrastructure. But they never tell you where the property is or even show you any pictures. That’s what happens if you work with a PR agency that has no open portfolio. It’s a leap into the unknown, often not worth the risk.

Bad agency: Doesn’t have a portfolio. Agents refer to vague NDAs as an excuse, so you don’t really see any examples of the agency’s work and achievements.

Good agency: Shows you real client cases and publications. Better yet, it has a diverse portfolio published on its website, so you can take your time to see and analyze it.

4. Seek full clarity on price and service-wise

When something is too good to be true in the PR industry, it probably is. So, if you found an agency that offers publications in great media for unusually low prices, it’s reasonable to be suspicious. Always explicitly ask for all the details of each publication. Does it come with special tags? Is it a full-on piece about your brand or just a mention? Try to eliminate all the blind spots.

Bad agency: Sells you a publication marked as “advertising” so that search engines will treat it as an ad, not a piece of organic content. Or will promise a high-profile placement but deliver a brief mention in an unrelated article.

Good agency: Is straightforward about prices and services. Will tell you what page your publication will appear on, whether it will carry any tags, etc. You’ll know for sure where you land.

Related: 10 Tips to Negotiate Like a Boss

5. Look for diverse contract options

Traditional PR agencies often insist on signing long-term contracts regardless of their clients’ needs. It means a higher price and a lower level of flexibility. What if you can’t afford it consistently due to financial struggles? Or perhaps you will no longer need the PR services in a couple of months. Canceling such contracts can be costly and legally painful.

Bad agency: Pushes you to sign a year-long contract and make a large advance payment and is not fully transparent about the cancelation policy.

Good agency: Strives to be flexible. Offers short-term contracts and is open about the cancellation policy, ensuring you have the freedom to tailor your PR services according to your needs.

6. Read real client reviews

When choosing a PR agency, it’s smart to see what other clients have to say. Reviews provide valuable insights into how the agency operates, the quality of its services, and whether it can truly meet your needs.

Bad agency: Avoids sharing client feedback or only shows you a few cherry-picked positive cases. Or it has many generic reviews that lack specific details about the agency’s actual performance.

Good agency: Is proud of its track record and will show you a range of feedback, both positive and constructive. Reviews include photos and/or links, feature brand names and real company representatives.

All these tips revolve around one core idea: work with professionals. Just like you’re looking for a qualified doctor to attend to your health, an expert mechanic to fix your car, or an experienced teacher to educate your children, only say yes to a PR agency that inspires trust and shows professionalism. After all, PR is a key aspect of your brand’s reputation and success.

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Irina Proskurina

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October 2, 2023
3 Crucial First Steps You Need to Take to Nail Your PR Strategy | Entrepreneur

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Opinions expressed by Entrepreneur contributors are their own.

With 20 years of PR experience under my belt, I’ve gotten good at spotting common mistakes among well-intentioned clients looking for broader publicity. Executives come to PR firms looking for a magic bullet that will land them exposure. Little do they know that without these crucial steps, not even the most seasoned PR vet will be able to kickstart their strategy.

What’s the common mistake you may ask? Misled clients haven’t taken the time to establish clear messaging for their offerings. Simple as that. They also lack clear narrative lanes for internal stakeholders like founders and c-suite executives.

While it’s the PR team’s job to fine-tune messaging and share it with the masses, it’s ultimately the client’s job to have a clear sense of direction. They need to articulate why they are worth press attention. Clients should have a sense of what gap they’re filling in their respective industries and what they really want to achieve with a PR team.

If you are thinking about embarking on a PR strategy but struggle to identify those building blocks, here are three simple steps that will save you time and money.

Related: 4 Guiding Principles for Building and Deploying a Great PR Strategy

Step 1: Establish your north star

Every endeavor needs to have a clear north star. It’s the first question any PR firm worth their salt will be asking you to articulate when you try to engage them. When committing this north star to paper, be realistic with your goals. Stopping world hunger is a noble pursuit but one that will ring untrue to journalists. What attributes does your company have that make it well-equipped to chip away at the global macro problem? List them out carefully and think about the attributes you possess that nobody else has. These can include operations in a certain region, doing something with fewer resources or marrying two disciplines. After you’ve established those unique attributes, align your goals to them. Map back to your north star using the traits that only you can offer the marketplace.

Step 2: Establish narrative lanes for media-facing stakeholders

Every organization has a story to tell, but not everyone in that organization is best equipped to tell it. After you’ve established what your larger goals are, you need to figure out who within the organization is best equipped to talk about them. Your chief marketing officer may become animated when talking about creative pursuits within the business, but they may lose their audience when talking about numbers. And your vice president of marketing may love to dive into the nitty-gritty details of advertising strategies, but they may get caught up in the minutiae and embark on unrelated tangents mid-conversation. Identify every person within the organization that you would like to have a voice in the press. After those names are jotted down, establish a narrative lane for each that will help to guide them while representing your company. Putting stakeholders up for opportunities that allow them to speak to areas that excite them will make interviews more authentic and effective. It will make them authorities in their space and will have journalists proactively reach out to them seeking their expertise.

Related: 4 Tips to Launch Your First Effective PR Campaign

Step 3: Create a brand “bible”

Journalists typically write for a wide variety of outlets. Nevertheless, each outlet stays consistent because they put out a style guide for freelancers and contributors to reference. The style guide includes easy-to-understand dos and don’ts. This tried-and-true method can also work for your brand or company. Creating a brand bible doesn’t have to be complex. Jot down all key messages that you want outside stakeholders to take away from your interactions. Think about the ways you want your brand or company referenced, then jot those things down too. Think about ways you never want to come across, and write them down. Voila, you’ve just created your first brand bible. This document can be referenced at any point, during any campaign, by both inside executives and external PR stakeholders. This will also serve as a map to where you’re going and what your employers and PR team can turn to when they have foundational questions about your brand.

These three easy steps will immensely help a PR team and, ultimately, your business in several ways. Following the above guidelines will guarantee that you and the hired PR team are on the same page and share a unified vision for how your company, product or story desires to be portrayed in the media. Additionally, through establishing a coherent brand identity and defining a consistent voice, your chosen PR firm will be able to better understand the business’s target demographic and will be able to take significant strides to help you achieve long-term goals. A clear sense of direction not only helps PR teams to find the most relevant connections, outlets and publications for your business but will also be beneficial in approaching large-scale campaigns geared towards client growth, attaining the most ideal press contacts and representing your company in the best way possible.

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Priscila Martinez

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February 24, 2023