You've Hired a PR Firm, Now What?
You’ve issued an RFP for a new PR partner. You’ve interviewed half a dozen firms. You’ve reviewed proposals. You’ve checked references. You’ve combed through creds decks and case studies. Your team has put serious time into finding the best PR firm and you are finally ready to go. But what happens next??
In my experience, the first 30 days of working with a new PR firm set the groundwork for long-term success (or short-term failure).?
Here are seven steps to get the biggest ROI on your time and financial investment:?
1. SET CLEAR EXPECTATIONS?
From the get-go, you should have an understanding of what your PR goals are. For example, are you looking to tell your story in the national business press or are you more interested in vertical press—or both? When it comes to the day-to-day interactions, how much detail do you want from your team?
Answering these types of questions in the first 30 days helps everybody get on the same page.
2. PICK A POINT PERSON THAT SHARES YOUR END VISION
Designating an individual within your organization as the primary point of contact streamlines communication. The person can be a member of the marketing team who understands the company’s PR goals, brand messaging, and internal workings.
Decision-making and sharing direct feedback are easier with fewer cooks in the kitchen.
3. ASSEMBLE ALL THE CONTENT YOU CAN FIND
The best way to get your PR team up to speed is to provide a foundation of content. Share presentation decks, press releases, articles, marketing collateral, and bios to support your PR team’s efforts. These materials provide valuable historical context and insights into your company’s strategies and prior messaging.
4. SET UP INTRODUCTIONS WITH YOUR EXECUTIVE TEAM
Arrange a general PR presentation to the executive team. Follow this up with breakout sessions with the key stakeholders the PR team will work with.
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These meetings are opportunities to make sure your PR team understands who can speak about key topics to the press.?
5. DEFINE THREE CORE MESSAGES
What makes your company unique? You should capitalize on your specialty in your messaging to position yourself as an expert in the eyes of the media and consumers.
Brainstorm with your PR firm to create three central messages that communicate your value proposition.
6. BUILD A CALENDAR OF UPCOMING MOMENTS
Provide the PR team with a list of upcoming news and events to help them organize a timeline. This roadmap tells the media team what your release plans are, allowing them to plan interviews with the press and secure bylines in relevant publications for you or your executive team ahead of time.
7. GET A WEEKLY CHECK-IN ON THE BOOKS
Ensure your point person stays in close contact with the team via weekly check-ins. Recurring calls keep you up to date on any press interviews, opportunities for bylines, and status updates on bigger projects.
The meetings will facilitate open, ongoing communication, making it easier to keep your PR team plugged into what’s happening with the business.
THE BOTTOM LINE
Don’t let your investments in PR fall flat with a slow, bumpy start. Yes, PR is a long game and it takes time to get to know any new team. But there is a lot you can do in the first 30 days to set the tone for a productive, collaborative relationship with your PR firm and for PR wins early in the engagement.
This piece appeared originally on Fast Co.