Be clear about your PR expectations otherwise you may find your PR just won’t hit the mark. This is a really useful article it illustrates that PR is just like any other business process. It requires a goal, a plan, and fluid communication to allow it to do its job properly. You wouldn’t expect your FD to do her job without being fully briefed on the future plans and direction of the company so why wouldn’t you have that same conversation with your PR?
Expectations aren’t clear. If you’re bringing on a PR agency anticipating vague outcomes like “brand visibility” or “thought leadership,” think more deeply. One company’s visibility is another’s table stakes. It’s best to agree upon specific goals and carefully worded messaging for your program. You should also choose news outlets, social platforms, and content distribution strategies to target, among other elements. Here, the devil is truly in the details. The PR Council offers some very useful guidelines, including this PR relationship “owner’s manual.”
You don’t have news. Working journalists are looking for something new, timely, or relevant to their particular area. While a PR team’s expertise can help identify and develop a pitch, it needs the raw material (example: a new website isn’t news.). It’s important that you or your PR agency put yourself in the reporter’s shoes and approach him or her with needs in mind.
Your story is all about you. There’s definitely a place for service content, particularly in business-to-business sectors, but the key word here is service. Whether it’s earned or owned, the resulting article or post must focus on a customer problem or solution, trend, or offer useful information of interest to your end user. If it’s all about selling, it’s likely to be overlooked.
Read the full article here – from PR Daily
I’d love to hear your comments on the article and what expectations you have from your PR – have you been rewarded or left short of your goal? Please comment below or join me on facebook to thrash it out.