Is my brand ready for PR?
Every business needs PR in order to gain exposure and increase brand awareness for their brand at some point…whether it be through events, traditional media outreach, influencer marketing, or messaging through social media.
The problem is that so many brands think they are ready for PR, when that is just not always the case. It can be difficult to know exactly if your business is ready to pursue PR, so we’ve made an easy checklist to answer the question
"Is my brand ready for PR?"
You are ready for PR if…
1 - You’re launching a unique product/service
PR plays a major role in launching a new product or service. After all, it helps educate the public and drives demand for the product. Media placements in targeted media outlets or niche influencers are an effective way to reach your target and teach them about your new product/service. With the ultimate goal of them sharing your brand with their audience, PR is a creative and effective way to spread awareness and build buzz for your brand.
2 - You have all your ducks in a row
Being ready for PR means getting together all the necessary assets. You are good to go if you have a professional website, on-brand social media channels, product and lifestyle shots, lookbooks, professional photography/video, and specific goals for your brand. If you’re lacking in any of these areas, then you are NOT properly equipped and you will likely be disappointed. Spend the time and energy now to revisit your weaknesses so your business will get the most out of your PR campaigns in the long run.
3 - You realize PR is a marathon, not a sprint
If you don’t understand how PR works and you have unrealistic expectations, your agency will be set up for failure. Successful client/agency relationships are rooted in mutual understanding and respect for each other and the process. It’s important to understand that effective PR means building trust through earned media which TAKES TIME but will have a lasting impact on your brand image. Remember, your brand is what people say about you when you walk out of the room.
You’re not ready for PR if…
1 - You are expecting PR to equal Sales Overnight
Don't mistake PR for marketing or advertising. While the lines have continued to blur over the years, the role of PR is to cultivate relationships between a brand and the public to manage the client's image. That means building relationships with the influencers, editors, and gatekeepers of the media. Marketing is focused on promoting products and services for revenue purposes. Before you invest in PR, you should not expect it to drastically drive sales or explode your brand overnight. Rather, PR is part of a company’s overall communication strategy.
This isn’t to say that PR doesn’t affect sales. Studies have shown that consumers often base their purchase decisions on a company's reputation, so PR can definitely impact revenue. The main takeaway is that PR’s main objective is not to drive sales.
2 - You want to have complete control over the narrative
While publicists work closely with writers and editors to shape the story you want told, we do not have control over the end result. If you’re a control freak (and it’s OK if you are) you would be better suited for content marketing, paid influencer marketing, or online advertising. As mentioned above, too many times clients' expectations are not realistic and they end up disappointed in PR because they don’t understand it.