“Can you help me create a press release?”

It’s a common question I find myself fielding. Of course yes, I can help create a press release, but my answer is generally not yes (or no). 

It is typically in the form of a question – a question like, “What is your PR strategy?” “What is your end goal?” Oh and, “How will you measure it?” (You know us marketing types…we tend to want to take a step back and look at the big picture.)

Because I get these types of questions frequently, I thought it a worthwhile endeavor to take some time to debunk, elaborate and demystify PR strategy as a whole. 

The time to get a clear handle on your PR strategy is before you write a press release, before you hire a PR firm and maybe before you have anything to say. So, let’s get started on a PR strategy quest for the truth, the best practices and, of course, we’ll slay any common myths along the way.

Myth #1: Write a newsworthy press release and they will come.

Here’s the deal: Getting media attention requires more than writing an announcement.  

The number one question I get when it comes to public relations is: , “Can you just do a release?” The answer is – “absolutely”. What needs to be clarified is whether the approach you want to take is going to be tactical or encompass a complete PR strategy. The key is, that the effort you put out should be effective. It’s about the impressions that you are making, the second looks.

Myth #2: It shouldn’t cost that much.

There is always that lingering truth that you get what you pay for. However, there is a big range. You are not paying for words on a page. You are paying for industry knowledge, framing and relationships. These relationships and talents have been nurtured and developed for (in most cases) decades, it’s not something that can easily be quantified.

Myth #3: My PR professional should guarantee results.

It’s the question that any PR professional anticipates from new clients. “You’ll guarantee placement, right?” A PR strategy that comes with a guarantee is unlikely. However, it is a good idea to look for a partner that shares the same markers of success. Your PR agency should be able to define and stand by a set of KPIs upfront.

Now that a few of the common myths have been dispelled, can we get onto the tips you need to build a strong PR strategy and a strong relationship with your PR professional? Here are the tips that will help you succeed.

• Level Set expectations. When you embark on your relationship with a PR professional, it’s essential to get clear on what your expectations are  from the start. Syncing expectations with your new PR strategy can set you up for success and ensure that you and your PR partner are on the same page.

• Get up to speed. A key step in the success of your PR partner and your relationship happens during the onboarding process. No doubt there are some nuances about your business and your industry that you need to share with your new PR partner.

• It’s all about communication. A good flow of communication helps your relationship with your PR partner flourish. Being responsive to their requests can help you optimize press opportunities and help them be better at what they do. The nature of public relations strategy often includes working around the tight deadlines set by magazines and journalists. Defining the best flow of communication, such as point people and back- up contacts can help streamline the process as well. 

• Be open to their advice. This can be a tough one. Often, the business owner wants to be in charge of the situation and feels they know the best pathway to success. A true partnership will include an openness toward new ideas, PR strategy, techniques and opinions on how to get to the goals you seek.  

Going back to the original question, “Can you help me with press releases?” My answer is still “yes”, but this may not be the question you really want the answer to…so let’s chat about PR strategy, your goals, opportunities, threats and vision for your business. That’s what you really need to explore. After that, we can get down to writing press releases.

Do you have marketing challenges that you need help with?

Jackie Awve Marketing offers a group coaching session on Fridays from 1 PM to 2 PM for a JAM Session! Please RSVP: [email protected]