Although I’m fully entrenched in PR on a daily basis, I think it’s really important to keep your nose in the books, or online rather, and read about what other industry professionals are saying, good and bad.
In light of this, I came across an article entitled “Ten Signs You’re Ready for a PR Firm” which outlines a few key points that lets companies know they may want to adopt a PR firm.
Although I am a publicist through and through, you have to maintain a certain level of integrity for potential clients, as well as for your own craft, which means not constantly shoving our services on companies that may not be ready to take the PR leap. With that being said, I think the article hits on a few important milestones for a business to consider when deciding upon PR.
Here are my favorites:
3. Your industry’s in transition. And you’re driving change, or handling it successfully.
7. You’re already getting some PR, but it’s sporadic and unplanned.
9. You have no advertising budget…a strategic PR and media relations campaign can help drive brand and product visibility, build allies
One point that isn’t on this list, but I think is probably one of the most important, is having the internal infrastructure to handle PR requests, both from your publicist and editorial. Often times, business owners realize how involved and active they have to be in order for their PR campaigns to be successful. From the initial stages, like having all of the proper images and documents, to maintaining morale and steam behind the account. Clients think they just sign their John Hancock and can disappear. In consumer/lifestyle, we are constantly in contact with our clients, from requesting quotes to samples and staying abreast on what’s new with the company. I personally believe it’s my job to hound my client for what’s going on, not for them to volunteer it; after all, they ARE busy running a business. This is a completely collaborative effort, and the more involved clients are, the more successful the overall the account can be. On the flip side, it’s imperative for publicists to maintain the lines of communication, because once it goes dark, clients think you’re not working, therefore, you get a pink slip.
And NO ONE likes those pesky little things.