How can you work with Public Relations agencies and consultants?

Just because an agency or consultant specializes in your area, it doesn't mean they are right for you. Look beyond their client list and talk with them about strategy. If the agency or consultant seems to employ the "spray and pray" method of saturating media contacts with a mass pitch to try and grab as much coverage as possible without regard to the audience or reach of the outlets, stay away. You want to work with someone who can present a multi-faceted strategy, including steps for curating and developing content, and can integrate their PR plan with your marketing and advertising initiatives so that there is consistency in branding and messaging. PR should never act alone on an island.

Before contacting an agency, describe your "before" and "after" scenarios by answering questions about your product, business, or offer, e.g.: "Before" What are you doing for marketing and sales now, and who decides what to do? What is already working? What are you measuring? What resources are you using? (staff and expenses) What's the biggest struggle you have? What's the biggest opportunity you have? What do you want to be different? Why do you think you haven’t been able to get that on your own? "After" What is different or better in the business? What else changes because this work is successful? Who is responsible for the success? How long did it take -- what is your timeline? A great agency aligns "before" and "after" with you.

Before you hire a PR agency, look at their database that is related to your market. Check their credentials, their relationship with previous clients, and their feedback. In the end, they represent your Brand using your brand voice to the correct target market.

Start by choosing the right partner based on your goals, budget, and required services, conducting thorough research, and evaluating their portfolio and reputation. Establish clear expectations and agreements on deliverables, timelines, budget, and roles, documented in a signed contract. Maintain regular communication and collaboration, providing necessary information and being open to their professional insights. Evaluate the results against agreed metrics, appreciate their contributions, and discuss future collaboration. Learn from the experience by applying best practices and insights to your own PR efforts, and consider building a long-term relationship for ongoing support and expertise.

How can you be better at PR? Below are 3 tips: 1. Build and nurture relationships with journalists. Relationships are critical for successful business partnerships and it's why I trademarked Public Relation(ship)s. When reaching out to journalists, be personal and not generic. 2. Utilize social media to communicate with target audiences and amplify your message. Social media offers us many opportunities to post content and engage with our audience in real time. If you're in a crisis, you can control messaging within minutes. 3. Write strong and brief press releases. Ask yourself, "Did I write a strong piece that will capture my reader’s attention? Was I concise? Does this release tell news that is newsworthy?

It's important to communicate expectations for the client and ask ahead of time how much time they have for PR. Media opportunities are timely, and reporters aren't going to wait a couple of days until the executive has time to connect. There needs to be a commitment and agreement on both ends to initiate a successful PR/company relationship.

Once again, they represent your Brand using your brand voice to the correct target market. Make sure they understand your brand by heart. Clearly articulate what you want to achieve with PR. Whether it's increasing brand awareness, launching a new product, managing a crisis, or something else, having well-defined objectives will help you measure the success of your PR efforts.

Communication is key in every step of the chain. Stakeholder engagement is a must; everyone needs to be on the same page. Discrepancies and conflicts can be avoided if we practice the art of communicating clearly, leaving room to clarify any misunderstanding and foresee contingency measures in the event that any mishap occurs. Like the adage goes "Better to be safe than sorry", there must always be room for damage control, or else, the damage could go lemony snicket (irreparable wrong beyond control).

When choosing a PR agency/consultant, I'd also consider 2 vital factors: 1 - Passion for Your Brand/Product: Your PR partner should be genuinely enthusiastic about your brand/product. This is the kind of team that not only understands your vision, but also excited to promote it. When they're passionate, their efforts will resonate more authentically with your target audience. 2 - Confidence to Say "No" and Suggest Alternatives: A great PR team won't always say "yes." They should confidently say "no" when needed and propose alternatives. This shows they're committed to your success and will always prioritize what's best for your brand/product, even if it means challenging your ideas to find the most effective approach.

Something to consider when thinking about PR to add here: PR doesn't operate in isolation. It's an integral part of the PESO (Paid, Earned, Shared, Owned) model, working synergistically with other components to amplify your message. Earned media, in particular, plays a pivotal role. When your brand secures coverage through credible outlets, it not only builds trust but also fuels the Paid and Shared components of the PESO model. Earned media boosts brand credibility, creating a halo effect that enhances the effectiveness of your Paid campaigns. It's like a stamp of approval from independent sources, making your PR efforts more impactful.

Start by choosing the right partner based on your goals, budget, and required services, conducting thorough research, and evaluating their portfolio and reputation. Establish clear expectations and agreements on deliverables, timelines, budget, and roles, documented in a signed contract. Maintain regular communication and collaboration, providing necessary information and being open to their professional insights. Evaluate the results against agreed metrics, appreciate their contributions, and discuss future collaboration. Learn from the experience by applying best practices and insights to your own PR efforts, and consider building a long-term relationship for ongoing support and expertise.