Think You’re Ready For PR? Really?
Public relations can be a nebulous term, even for those of us in the industry. There’s different iterations, depending on where you’re getting your information.
The Public Relations Society of America says “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
Say what now?
At Rachel Sutherland Communications, we explain (and expertly practice) it this way: We work to turn up the volume on your business by building and nurturing relationships with those who have influence. That can be media, content creators, and to be honest, customers or consumers of your product/brand.
Public relations is not simply press mentions and social media posts, it’s assessing the marketplace, identifying story angles, anticipating trends and synthesizing messaging, among many other factors that can determine success for your business.
The actual practice of PR (at least the way RSC does it) isn’t always glamorous, it’s often the management of micro details that can have a dramatic impact on your efficacy as a business: are your hours of operation listed on social media? Is the city in which you operate clearly indicated on your website?
If you’re considering hiring a PR agency for your business (*cough cough* RSC), spend some time considering these five prompts, because good agencies will be asking about these topics, and if you can’t get on board with them, PR might not be for you:
Articulation — What do you want public relations to accomplish for your business? Press mentions? Increased brand awareness? A feature in a certain national publication? If you can’t say specifically what you want, how can your PR agency get you there?
Expertise — Typically, we don’t go to the dentist or doctor and tell them they’re wrong after they share an expert opinion. Your communications agency partner warrants the same respect.
Collaboration + Responsiveness — Good PR agencies are working hard to make sure their clients thrive. At RSC we’ve been doing this successfully for 15+ years. If you are not open to accepting (and ultimately, acting on) advice from your public relations team, PR (at least with RSC) might not be for you.
Honest Feedback — Back in the day, I jokingly told a client who said she’d like to start a nonprofit to host dinner parties (as an addition to her thriving retail business), RSC is where dreams go to die. Not really, but if you’re not prepared to hear the facts about why/how something we’re discussing will be a challenge or might not deliver the payoff you’re expecting, PR might not be for you.
Value(s) vs. Value: I can say with certainty, there will always be someone willing to charge you less for PR work. I can also say with conviction, you will get what you pay for. Quality vs. quantity is always the move in the long run.
🩷 Rachel