ReportWire

Tag: Public relation

  • 4 Reasons Your PR Campaign Isn’t Driving Sales — and How to Fix Them | Entrepreneur

    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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  • How to Choose a Reliable PR Agency in 6 Steps | Entrepreneur

    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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  • 3 Kinds of Bad Press (And How to Handle Each of Them) | Entrepreneur

    3 Kinds of Bad Press (And How to Handle Each of Them) | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As a 15-year publicist, I can tell you that simplistic, feel-good adages don’t always hold true. Not all press is good press; in fact, in our current culture of basically everything going online instantaneously — whether it’s true or not, confirmed or not — bad press can be quite damaging, running the gamut from words that wound, at the least, to total ruination, at the worst.

    To take just one timely example: In the late summer of 2023, popular entertainer Lizzo was sued by three of her former dancers for creating a hostile work environment and for sexual harassment. The damage was immediate (including the cancelation of the Made in America festival she was headlining, omission of her name from a song Beyoncé performed only hours after the case was announced, others coming out of the woodwork with similar allegations) and the backlash is ongoing: criticisms of her lack of accountability, haters predicting her doom, the press having a field day with the negativity surrounding a pop sensation known for her stance on body positivity.

    Basically, bad press can transform into a bad reputation in a New York minute, so you have to take it seriously. If you don’t grab the reins of the narrative, someone else will — and then they’ll be in charge of the direction in which the subsequent news goes, not you.

    Though most of us don’t have to deal with the immense notoriety that can come with immense fame, we all live in the same world at the same time. If you’re in business for yourself in the digital age of the early 21st century, here are three types of bad press you’re likely to encounter and starting points on how to handle them.

    Related: Don’t Let Your Biggest Client Become Your Biggest Nightmare — You Should Fire Them Instead. Here’s Why.

    Scenario #1: Negative reviews

    Everyone’s a critic these days, right? Customer comment sections of websites are free and virtually anonymous to access, not just allowing bad reviews but almost inviting them. Let’s face it: Are you more likely to post about a positive experience you had or to wield the power of a negative testimonial when you’re unhappy with an experience? The point being: if there’s a forum to publish a bad review of your company, your service, or your product, you’d be a unicorn not to get at least some bad reviews at least some of the time.

    What can you do about it?

    • Don’t take every negative review to heart. Many are just one voice about one encounter, and reasonable people (the kind of people you want as clients) understand that one two-star review does not outweigh a multitude of four and five-stars and does not accurately reflect the whole of your enterprise.
    • Do not respond personally to what amounts to a personal anecdote — especially when you’re coming from a place of reactionary emotion — and train your staff to refrain in kind. No exceptions.
    • Instead, appoint a spokesperson from your internal communications team or hire an external crisis management specialist to be the voice of your company when something needs to be said, and then rely on that person to ensure consistency and accuracy of messaging.

    Related: 3 Tips for Dealing With Negative Reviews Like a True Entrepreneur

    Scenario #2: Troll comments

    Like it or not, trolling is another thing that’s not going away in modern society. Many faceless, nameless lurkers on the internet (hello, Reddit) and especially on social media are only too eager to initiate potentially inflammatory conversations or instigate conflict, usually just for a sense of self-importance. Trolls love to weigh in on comments that have gone viral or well-noticed posts — the more eyes that see their contributions, the better. Sometimes troll comments are just ridiculous and can be ignored … but sometimes, especially when there’s a lot of them on a related theme, it’s time to look at how to respond.

    What can you do about it?

    • Have a system in place to address or resolve the comments. Don’t wait until your brand is trolled to devise a plan of action.
    • Assess the volume of commentary. If we’re only talking about a few derogatory comments, it’s okay to hide or delete them.
    • But if there’s a significant amount, you need to search for the kernel of truth in them and look into doing things better to create a new truth. If an apology is called for, have one curated by an expert. Trolls are trying to get a rise out of you, but a PR pro isn’t emotionally invested, and so won’t rise to take the bait.
    • Whatever you do, don’t clap back. You can respond, but don’t clap. There’s a time for silence, such as when the comments are simply unfounded and do not call for redress. But silence can also make things worse when a response is warranted. If you think you can easily kill off the bad buzz with a direct, objective, fair response, go for it.

    Scenario #3: Dislike of your brand

    An article critical of your brand just got published. Ouch. A food critic didn’t like your new tasting menu. A fashion blog panned your new yoga pants. Your customer service department got three thumbs-downs in a row. Professional criticism can feel like a personal attack when you’re the one ultimately responsible for quality control, and your natural first impulse is to get upset, followed by a desire to sling some mud back at the source. Don’t.

    What can you do about it?

    • Instead of recoiling from the sting, lean into it for a few minutes, considering the level of validity of what’s been said.
    • If you can find some — and you probably will (I truly believe the media isn’t out to get us business owners but, rather, serves as neutral “secret shoppers”) — just acknowledge the experience and what you can learn from it.
    • Call a team meeting to investigate any changes worth making to improve the situation, like trying less salt in the soup or adding a question about customer satisfaction to the end of your call center’s script.
    • With new best practices in place, feel free to broadcast them loud and clear via a press release, a posted blog on your website, or a newly added product description line.

    Yep. Negative press is a reality of doing business. The bad news? The situations discussed above are becoming more widespread by the day. The good news? Because they’re so ubiquitous, you’re not alone in learning how to navigate them with tact and finesse. When you see red flags waving on your business landscape, view them as an opportunity to forge ahead smarter and stronger, and you’ll be better equipped to act rather than react.

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    Emily Reynolds Bergh

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  • How Public Relations Builds Trust and Credibility for Your Startup | Entrepreneur

    How Public Relations Builds Trust and Credibility for Your Startup | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    You’ve just launched your dream business. You’ve been diligently marketing your products on social media, optimizing your website for SEO and preparing your inventory for your first major sale. You’ve amassed a significant following, and there’s a real interest in your products and your company. However, when the sales data rolls in, it’s significantly less than you anticipated. You’re left wondering, “Didn’t I do everything right?”

    Whether you’re running a new or established business, having a solid reputation in your industry is as crucial as any marketing tool or SEO-friendly website. Your clientele, customers and investors need to trust you. However, amidst all the packaging, paperwork and product production, it’s unlikely that you or your team have the bandwidth to work on developing this crucial credibility and reputation. That’s where a proficient public relations (PR) team comes into play.

    Related: Break Through the Noise: 5 Hacks to Boost Your Public Relations Efforts in a Noisy Digital World

    How does a PR team create business credibility?

    For clients and customers to invest their time and money into your business, they need to trust you. Too many people have been scammed by faux businesses claiming to sell non-existent products. Maintaining a trustworthy and credible reputation means that new clients won’t hesitate to employ your services or purchase your products. So, how does a business like yours become “reputable”?

    A PR team creates connections with existing, reputable media outlets to promote your business. They generate content, typically a guest blog or feature, that is sent to magazines, journals and other outlets to be posted and shared with an established readership. This way, your company is endorsed by a credible source and introduced to potential clientele. Podcasts are also an increasingly popular way to spread the word about your business. A PR team will leverage their existing connections and forge new ones to place information about your business with a reputable podcaster or outlet whose audience aligns with your brand’s aesthetics, goals and values.

    Sharing your brand’s story

    Sharing your brand’s story means connecting with your intended audience through the narrative you create around your brand. This narrative can include your history, values, goals and more. It helps new and existing customers understand who you are as a company and why they should invest their time and money in you. Podcasts and blog features can be a great way to tell your brand’s story in a longer format. Telling your brand’s story gives clients something to root for, an ethos that compels them to stick around with your company. Part of having a PR team is their ability to use outreach to expand your audience while making your business appear legitimate and credible.

    This is an excellent opportunity to talk about your brand’s mission, involvement with social activism, core values, or modes of sustainability/ethical consumption utilized by your brand. Some customers and clients look for these aspects before deciding to make a purchase.

    Building positive relationships

    PR also aids in forming positive relationships with your potential and current customers. Part of confirming that you are a reputable business and crafting a narrative surrounding that business is so that your clients return to your company, not your competitor. You want people to be aware of your brand and loyal to it.

    Connecting with existing media outlets, influential individuals and other reputable sources will aid you in promoting and maintaining a thriving business. The next step to boosting your business is undoubtedly hiring a PR team today. They will help you navigate the complex public relations landscape, ensuring your brand’s story is heard and your reputation is solidified.

    Related: Does Your PR Agency See You as a Project or a Partner?

    The role of PR in crisis management

    Another crucial aspect of PR is crisis management. In the event of a mishap or controversy, a PR team can help mitigate damage to your brand’s reputation. They can craft thoughtful responses, manage communications with the media, and guide your business through the storm. This proactive approach can help maintain credibility and reassure customers during challenging times.

    PR and social media

    In today’s digital age, a PR team’s role extends to managing your brand’s presence on social media. They can help shape your online image, engage with your audience and respond professionally to feedback or criticism. A well-managed social media presence can enhance your brand’s reputation, reach a wider audience and drive customer engagement.

    Related: In The Run for Success, What’s More Helpful PR or Social Media?

    PR and community engagement

    PR teams also play a vital role in community engagement. They can organize events, partnerships, or initiatives that align with your brand’s values and contribute positively to your community. This boosts your reputation and fosters a deeper connection with your audience.

    In conclusion, a PR team is an invaluable asset for any business, new or old. They can help build and maintain your reputation, connect with your audience, manage crises and much more. Sharing your brand’s story and values can foster customer trust and loyalty, ultimately driving your business’s success.

    If you want to boost your business, hiring a PR team should be your next step. They can help you navigate the complex public relations landscape, ensuring your brand’s story is heard, your reputation is solidified and your business thrives. A good reputation is just as important as any marketing tool or SEO-friendly website.

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    Morissa Schwartz

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  • How to Select the Right Kind of PR Representation in the Current Economic Climate | Entrepreneur

    How to Select the Right Kind of PR Representation in the Current Economic Climate | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Companies looking to partner with external public relations (PR) agencies to help manage communications and brand reputation should know a few things. Not all public relations is the same, and each has its rightful place in the matrix, but it’s essential for C-suite decision-makers to know the difference.

    What often feels like a daunting task to identify multiple firms, conduct due diligence calls, review proposals and initiate follow-up meetings before a decision is ever made may be made easier to pull better candidates in step one. Here are the key differentiators that companies should consider when selecting an agency, with a priority on today’s economic climate.

    More agencies than ever are offering additional services as clients, primarily led by chief marketing officers (CMOs), are beholden to more data-driven results and need to do more with less. If a company is going through rounds of layoffs, it’s a tougher sell to keep outside vendors unless they can show value.

    While I previously discussed Reputation + and how that supports value and growth-focused organizations, public relations professionals from contractors through large agencies are revamping core offerings.

    Here is a breakdown of five different types of external public relations professionals, what they specialize in and who they are a “right” fit for.

    Related: Here’s One Easy Way to Establish Yourself as a Thought Leader in Your Industry

    1. Publicists

    During approximately one-third of the time potential partners get to us, they are looking for a personal publicist versus a full-scale strategic communications team.

    A publicist is someone who typically works 1:1 with an individual who has a sizeable personal brand and does not typically work for another organization. This may be a highly visible influencer, broadcast personality, author, artist, musician, etc.

    Publicists are exceptional at securing personal brand-earned media, especially broadcast tours, feature articles and other high-profile moments where the personality is the main story. It takes a nuanced skill set to represent a personality, and publicists should be the first stop if PR is just for “you.”

    These pros frequently work on a monthly retainer but may be available to do one-off moments like a TV or podcast tour.

    Related: How to Secure Game-Changing Media Coverage for Your Product or Service

    2. Media relations, Contractors and Freelancers

    This category sits just before reaching a small or boutique agency profile. I consider this one of the most important distinctions because almost every time someone engages with our agency in place of different representation, they communicate dissatisfaction around what is, at its heart, strategic partnership.

    The professionals in this category are phenomenal to work with if both parties fully understand the scope.

    Most freelancers and contractors are “pitchers,” either utilizing pre-packaged brand stories or offering some modifications and creativity on a brand’s editorial and messaging to secure a predetermined amount of earned media.

    They can do more if a brand can provide them with as much completed work as possible. This is because they’re one-person businesses and don’t have team members to support or delegate to. If they can spend at least 70 percent of their time conducting media outreach, they can deliver. However, if they have to cut from that time to do strategy, ideation, writing, editing, design or owned media, it drastically cuts into deliverables.

    And that is where the breakdown usually occurs. These budgets are much more brand-friendly, especially for startups or those with a smaller marketing budget. Both parties must understand what is possible with the scope and budget available.

    These pros also typically work on a monthly retainer but may be available to do one-off PR moments, like a brand launch or a more significant scope project (with enough planning time).

    3. Strategic communications

    This is our personal sweet spot and is often the perfect mix for brands with a dedicated marketing budget (including a CMO or communications leader) who need a team to manage key messages, narrative development, media relationship growth, earned media, thought leadership and owned media.

    Strategic communications firms can come in various sizes but most often provide full-service support with personalized strategies for each client.

    It’s important to look at industry-specific experience when partnering at this level. It is because every industry has unique challenges, trends and players. An agency with experience in a particular industry is better equipped to navigate these intricacies and create targeted campaigns that resonate with the target audience.

    Industry-specific experience also allows for a deeper understanding of a company’s competition and helps the agency craft strategies that can give their client a competitive edge. Moreover, a PR agency with industry-specific experience has established relationships with key media personnel, influencers, and stakeholders, which is crucial when securing media coverage and amplifying the client’s message. In summary, industry-specific experience ensures that the PR agency can create an effective campaign that meets the client’s needs and delivers measurable results.

    These professionals almost always exclusively operate on a monthly or annual retainer and rarely do one-off moments unless the scope is large enough to justify onboarding an entire account team.

    Related: 7 Ways to Build Strong PR for Your Personal Brand

    4. Public affairs

    Most of the time, companies that need a public affairs (PA) agency realize it right away. Still, there are times we get approached about this type of work and have to recommend our peers who specialize in this area.

    Companies that need PA representation often fall under one of three categories: 1) advocacy and coalition building, 2) government relations or 3) regulatory and policy issues.

    It means you may be involved in heavily regulated industries, like healthcare, energy and finance or need to build relationships with key government officials or policymakers. These types of agencies are experts at building third-party coalitions, educating consumers on various issues that may impact them at a local or personal level and help to mobilize others advocating for changes in policy or regulations.

    Just like media relations excel because of strong journalism relationships, so do PAs who know key stakeholders in politics, organizations and other important decision-makers that impact a brand.

    Budgets may vary widely depending on the scope, local, state or national, though almost all work on a large budget project basis or long-term retainer as an organization’s agency of record.

    5. Crisis communications

    If you know your brand is constantly under stakeholder scrutiny, is on deadline with a current crisis or just wants to be prepared should one ever occur, this is the type of agency you need.

    A crisis today can range from disinformation campaigns to product recalls to negative national media or social media coverage. A primary benefit of working with a sector-specific crisis firm is that they have a deep understanding of the challenges and sensitivities of the industry and know how to tailor messages (both in terms of who should deliver said messages and prioritization of messages) and tailor crisis strategies for every individual instance.

    Composed primarily of senior-level strategists, they likely have a wealth of experience managing crises in your industry — and know how to do it to meet the speed of the threat or issue. Any brand knows that when a crisis happens, time is of the essence. The ability to quickly mobilize a team who are already familiar with the industry and external sources in play enables a targeted crisis response plan to be executed quickly.

    When looking at budgets, these agencies will be on the higher end of the PR spectrum. Still, effective crisis management can go a long way toward preserving a brand’s reputation and mitigating financial damages.

    Related: 5 Lessons Entrepreneurs Can Learn About Preparing for Crisis Communications

    Here’s a bonus

    Once you’ve decided on the type of agency that is a fit for your brand, here are the things you should have on hand to help determine who is the best fit:

    • Research the potential partners — Once you initiate communication, a good PR pro is also researching you and your brand. Things to look for: previous wins, track record of success, communications styles and account team background.
    • Define your goals and expectations — If you don’t have an RFP available for an individual or agency, that’s okay, but you should be able to provide an idea of what you need. They take this information to use when building out your proposal, including scope and budget.
    • How goals are tracked and shared — Every organization is different and needs goals communicated uniquely. Whether you use OKRs, KPIs or other metrics, talk about this upfront in initial conversations and negotiations so it’s built in as soon as a team onboards.

    Choosing the right PR representation for your brand is a critical decision with long-lasting implications. Investing time and resources in understanding the different types of agencies and their approach to PR can help you make an informed decision and find a partner that aligns with your brand’s goals and values. A good PR agency can help your brand reach new heights and build meaningful connections with your target stakeholders. So take your time, do your research, and choose your PR agency carefully – your brand’s reputation and success depend on it.

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    Sarah Evans

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  • Entrepreneur | How to Make the Most of Your Public Relations

    Entrepreneur | How to Make the Most of Your Public Relations

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    Opinions expressed by Entrepreneur contributors are their own.

    Public relations (PR) is essential to any successful strategic marketing plan, but is your business making the most of its PR efforts? An effective PR campaign not only delivers media coverage in your target publications. In addition, optimized PR feeds into all other analog and digital marketing efforts to help your business connect with its audiences, wherever they are.

    Why PR is so powerful

    Even in the age of digital marketing, public relations campaigns are based on pitching to the media. When just a few years ago, PR professionals focused on print and broadcast media only; they are now extending their efforts to include online-only publications and leading bloggers.

    The goal is simple: PR professionals are working with journalists and other content creators to add credibility to the brand they are representing. Media coverage not only creates exposure for the brand. It also adds a layer of credibility and trust that exceeds what other elements of a brand’s marketing strategy can provide.

    According to the Institute for PR, audiences consider so-called earned media to be more credible than other sources of information. This credibility is critical to brand development, whether you want to build brand awareness or establish thought leadership in your field. Earned media is the result of effective PR.

    The importance of PR is reflected in the industry’s continued growth. PR revenue is expected to grow worldwide from $88 billion in 2020 to $129 billion in 2025. PR agencies in the United States generated $14.5 billion in revenue in 2020. PR grew during the pandemic when advertising and the marketing industry as a whole contracted.

    Related: Need PR Wins? Think Into the Future First

    How to optimize the outcome of PR campaigns

    To optimize the results of PR campaigns and maximize the benefits of public relations for a brand, marketing and PR professionals need to recognize the strengths of PR. Although online and offline news coverage can support a brand in the short and the long term, PR thrives over time. In addition, PR campaigns have more impact when connected to other elements of a company’s marketing strategy.

    Focusing on the long term

    Establishing successful media relationships takes time. PR experts understand which publications are interested in covering which brands and consistently pitch relevant stories to their media contacts. They understand that not every journalist will pick up every press release or feature suggestion. Rather than blanket-emailing press releases, PR pros get to know the interests of the most relevant journalist and pitch stories that are likely to make the cut.

    The effort of relationship-building and consistency pays off when a brand receives attention in local and regional media outlets, eventually even getting the attention of national media. Industry-specific publications can also offer a great starting point for PR campaigns.

    PR is best used as a mid to long term component of a brand’s marketing strategy. Allowing time to establish and nurture media relationships plays to the strengths of PR. Of course, there may be situations when immediate crisis communications are critical to protecting a brand’s reputation. But in most cases, PR excels as part of a long-term strategy.

    Combining the strengths of PR with other marketing activities

    Despite its undoubted strengths, PR alone is not enough to achieve all of a company’s business goals. Expecting a single PR campaign to increase credibility, drive web traffic, establish thought leadership within an industry and drive foot traffic to local branches is unrealistic.

    Saying that, once marketing teams combine PR efforts with other strategic marketing activities, they will soon see the desired results. Combined with consistent brand messaging, for example, PR can improve brand perception among audiences.

    While public relations does not necessarily result in immediate sales, stories pitched to the media can effectively educate the public about specific products and services. Many online publications are happy to link to a company’s website, thus helping search engine optimization (SEO) and local search rankings.

    Related: Crafting The Best Public Relations Strategy For Your Business

    How PR, paid advertising and social media work together

    Where PR is ideal for improving a brand’s image in the long term and connecting with audiences through a third party, paid advertising offers short-term, data-driven opportunities.

    A strategically planned program of paid adverts can immediately increase brand or product exposure. Since the advent of digital marketing channels, it has become easier to reach highly targeted audiences, increasing the effectiveness of campaigns. Real-time campaign performance data allows marketers to iterate messaging and campaign design on the spot, further improving the effectiveness of their approach.

    High-quality visual content, including images and videos, can be compelling in local newspapers, broadcast outlets and online channels. By streamlining advertising and PR messages, paid and earned media start working hand in hand to reach users of publications they already enjoy and, more importantly, trust.

    Social media has been another fairly recent addition to a marketing team’s choice of channels where they connect with their audiences. Like traditional media, social media offers a range of opportunities, including paid, earned and owned coverage.

    While earned coverage continues to come with the highest level of credibility even on social media, a company’s owned media channels offer another opportunity to share the results of PR efforts. By sharing stories that have been published about the brand, marketers are allowing the third-party credibility of those stories to reflect on the brand.

    Existing followers will feel reassured in their choice of brand followership, and sharing stories from credible sources may catch the interest of new potential audiences.

    Related: How to Utilize Public Relations Without Sacrificing Your Own Narrative

    Bringing it all together

    Successful marketing relies on a solid strategy that joins the strengths of PR and other marketing activities. Combining PR with the power of branding, content creation, advertising campaigns, and social media outreach allows companies to generate the marketing results and overall business growth they are looking for. On its own, PR is powerful, but in combination with other marketing activities, public relations become unbeatable.

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    Jessica Wong

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  • Entrepreneur | 7 Ways to Integrate PR Into Your Daily Marketing Activity

    Entrepreneur | 7 Ways to Integrate PR Into Your Daily Marketing Activity

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    Opinions expressed by Entrepreneur contributors are their own.

    Want to help your company stand out from the crowd? There’s one strategy that goes beyond the reach of ads or traditional digital marketing tactics and can create an even bigger impact: an effective public relations strategy.

    An excellent public relations strategy can mean distinguishing between struggling to get noticed and receiving the attention you’ve worked so hard for. It pushes your brand message beyond likes, clicks and new followers, creating a memorable brand presence and telling your company’s story how you want it to be perceived.

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    Renée Warren

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