The right PR firm will inspire the world to look upon you favourably and provide a positive public perception of your business. If you want to break through the challenges and roadblocks that happen in terms of Public Relations, you must work with the right company.
A lot of people struggle to invest their resources into PR. Here are some mistakes you will avoid when you work with the right PR company.
Misinformed spending
It is important to know your earned media and paid media needs. As a leader, you should do more than just examine which marketing area best benefits your company. You should also explore how much you will need to spend on your marketing. Do not spend where you do not need to – but if you require public relations help, you should allocate a budget that is percent-relative. While earned media is not as expensive as paid media, it is not without any expense. If you want to execute an effective, successful strategy, you need funds to create new initiatives, product lines, and cross-brand promotions.
Misguided intuition
Expertise is vital while intuition is valuable. Your knowledge of your market and business outweighs that of any other. If you have chosen to work with the right PR company, it is in your best interest to trust their professionalism and expertise. Not every public relations decision is intuitive, so when your leaders make public relations decisions without the necessary expertise and experience, or if they decide against the professional advice of your public relations agency, their business might suffer in the long term. It is important to trust the agency you hire.
Publicity overload
We know that success is equated with publication, but audiences and journalists will not connect with stores that do not have substance. Without proper justification, too-frequent features in the media might reflect very poorly on organisations or individuals. The right path to the hearts of the public is via creativity. This will help to uncover new stories that deserve publication. When media outlets are consistent, they will come up with consistent stories. If you do not have relevant, engaging stories to offer, then you shouldn’t push for publicity too often.
Having unrealistic expectations
When you have unrealistically high expectations, you can jeopardise your PR decisions and strategies. PR will not make your company popular overnight but, after a few months, you should expect to see some progress. It takes a lot of time to establish credibility, build stories, and emotionally connect with your target audience. Understanding and patience are required to enhance a public image successfully. Do not give up on your strategy early on. You need to be persistent and develop new stories to share. With time, you will form new relationships.
Non-new stories
To enhance your public image, you need to share newsworthy stories – and always remember that not everything is newsworthy. Your PR firm should tell stories that are worth telling to get the best results. You should understand that one mistake that most people make is misunderstanding what audiences and journalists consider to be a relevant story.
Do your research and hire the right public relations agency to meet your needs and expectations.
Written by Kirsty Jones
