104 West Partners

Where will you find your next PR firm?

From the Desk of Patrick Ward…

The effect of the “always on” culture of today’s business is having a profound influence on how companies communicate with their communities. It is also having a similar effect on the PR industry and how it interfaces with clients and the media.

When companies start their search for a PR firm, a common question often arises: do you want an agency close to the media or close to your business? While there are solid arguments for each, try putting location aside while addressing the following questions first.

Questions to Ask Yourself When Hiring a PR Firm:

•  Does your business have a distinct culture that is part of your communications strategy? 
•  Does the business move rapidly?
•  Do your communications efforts need to align quickly to that dynamic market? Do those market dynamics mean your PR program needs to be managed closely?
• Does your program work best scoped on a project basis or does it need an ongoing, more collaborative relationship?
• Is your budget aligned with your agency size?
• Do you require a particular expertise?

Answering these questions first will not only help refine your overall agency criteria, but it will also help you understand if you need an agency that is close to your business or whether location is less of a concern. For some companies, seeing their agency once a week or more is important and they will find better value closer to home. For others, email, telephone and the web have broken down geographic concerns and other factors are more important. 

Dismissing firms because of their location alone is a disservice, much like picking a firm solely based on location can also be shortsighted. If businesses are serious about PR as an asset, location should not be the only decisive factor. The good news is that talent is everywhere. Great companies, great PR firms and even the media are in every city these days. Look at home. Look elsewhere. The best relationships start by knowing what you’re looking for. And remember, it just might be around the corner. 

Is your PR program strategic?

From the desk of Kathryn Marshall...

When you’re developing a new PR program or evaluating an existing one there are a few specific questions to ask yourself to avoid common pitfalls companies fall into when their PR program is not strategically aligned with the goals and objectives of their organization.

1.     How will the PR program help the organization achieve its overall business goals and objectives

2.     What does success look like – what are the results you want and what will they achieve for the business? (Is the existing PR program returning the results you originally envisioned?)

3.     Do you frequently have stories written on your company but nothing really seems to happen as a result?

To ensure your PR program not only drives attention in the marketplace, but it helps reach the people you need to reach to get the results you want there are a few points to consider:  

Identify your goals first: Many companies make the mistake of getting swept up in the idea of seeing their name in print. Or, some feel any publicity is good publicity. Before rushing out to speak to the media, take the time to look at what the overall business is trying to achieve. Is the business looking for funding, or are you trying to enter a new market? Once you establish the goal, then you can figure out a way that PR can help support that effort.  

 

Know where to reach your customers: Ask yourself the important question of who you are ultimately trying to influence, and then figure out where they live. Are your customers reading technical trade magazines to procure the products or services you offer, or are they more likely to be found on mainstream blogs or reading business outlets? Creating a map of the people that consume your product and the people who ultimately pay for it and aligning it with the type of media they read most will go a long way toward making sure the right people are getting your message.  

Use the right message: Getting a story in the press doesn’t net much for a company if the key message your audience needs to hear is buried or, worse, left out entirely. Consider the outlet you are speaking with and put yourself in the reader’s position. What do you think is most important for them to hear and how can you grab their attention and get your message across? Be strategic in what you say and to whom you say it, and always centralize your comments around the most important message you want to convey.