business clique
business clique
Publicists are only as good as their contact list . They can write all the killer content they want but if no one will give them the time of day to read it and run it , then it ’ s time and energy wasted . Therefore , ask them in what areas of media they have built good rapport with different journalists , media outlets and publications . This will give you a good indication , among other things , as to how good the publicity firm is for your business .
INNOVATIVE & CREATIVE IDEAS Publicists need to be able to think outside of the box and ahead of the game to provide newsworthy trends and topics regularly . Therefore , good PR involves close relations with the client and a good understanding of their activities , as well as constant media monitoring and evaluation of relevant and related topics . It is paramount for them to think outside the box and could be the one thing that sets them apart from their competitors and may determine if they are right for you or not .
While all of these elements are crucial , the most valuable PR tool is passion . Those who enjoy their work will go above and beyond to deliver valuable content and insights , resulting in extensive media coverage for you - the client . I know most of you are probably thinking , how would I know these things unless I was a fly on the wall or in my publicist ’ s pockets ?
TIPS TO FIND YOU HELP AND CHOOSE
DO YOUR RESEARCH Before you set up a meeting and start asking the hard question , do some research . Look at their websites , research industry news for agency mentions and check out their social media platforms . What are their activity levels like , who are their target markets and key stakeholders , and how are they engaging with their respective audiences . Additionally , it doesn ’ t hurt to shop around and compare them to other potential agencies .
ASK QUESTIONS THAT WILL IDENTIFY WHETHER THEY MEET THE ABOVE CRITERIA Once you think you have found an agency that fits the brief , schedule a meeting . This is your opportunity to really find out if they are a good fit . So request some feedback from them on your business profile and branding , before you go into the meeting . Ask them to identify some of the strengths and weaknesses they have identified in your brand and how are they going to use or remedy these .
MOVING FORWARD If they seem to tick all the boxes , it is time to ask for a 6-month proposal moving forward to give you a really strong indicator of what they envision for the campaign and the direction they want to take . If you are happy with that , ask what you can expect in terms of outcomes .
In order to get the most out of your PR agency and to support them to achieve the best outcomes , it is important to give them as much information , background and insight into your business , brand and products ; supply them with high and lowresolution images , bios and to respond promptly to any queries . Once they get some media interest for you , it is paramount that you make yourself available for interviews , comments and to approve press releases and articles quickly , as often that can play a vital role in securing a media run . So , be mindful and help them get the results you want . Publicity is very different from paid advertising and often requires fast turn-around times too . Happy choosing !
Smart Solutions is a creative PR and brand communications firm based in Melbourne . They work with national and international brands across diverse industries ranging from startups and SME ’ s to personal profiling and leading brands . They specialise in brand positioning and expert profiling including for solo & fempreneurs , speakers and authors . Request a Marketing Momentum Session ( valued at $ 497 ) Free for WNA members .
AUTHOR Erik Bigalk SMART SOLUTIONS CONTACT 1800 992 150 WEBSITE smart-solutions . com . au
Request a Marketing Momentum Session ( valued at $ 497 ) Free for WNA members .
Women ’ s Network Magazine 57