When used strategically, public relations can boost a business’s visibility and awareness to gain new consumers and stimulate growth. However, bringing in PR too early can be invaluable and ineffective, wasting time and money - a phrase no owner ever wants to hear. As an independent consultant, I recognize that small business owners often are challenged with understanding when to engage with PR firms or specialists so that they can successfully meet their desired goals. Timing is everything!
Below are a few questions, small biz owners and founders can ask themselves or their teams to determine if they're ready for public relations.
What is it that I want to achieve?
Always be clear on the “what” you’re hoping to accomplish with specific objectives.
Are you looking to launch your brand or product? Maybe you have already launched and want to gain more ground by driving website traffic to increase sales. Or a few stories on your company will provide more appeal while pitching investors. Whatever the goal, be able to communicate it; a crystallized goal will allow your PR agency or specialist to best use their talents (and your money) in service to your company.
Is my product ready for launch?
Even in PR the old adage “you only get one chance to make a first impression” holds true. While there may be room for second chances with consumers, media is not always as forgiving. As a result, ensure that before you launch that every kink is worked out with your product, that every bug within your app has been retested (and fixed!) and that there are no glitches with your website.
How can we forget Samsung’s infamous Galaxy 7 and its issues with overheating and explosions on flights. The brand is still recuperating from the PR nightmare which is claimed to be due to rushing the smartphone to market with lack of proper testing.
A negative media story about your brand can and will become a PR disaster. And now, you will have to spend more money and time to control the story as a way to salvage your reputation and customers.
What is the story I want to tell?
Storytelling differentiates your brand from competitors, highlighting your uniqueness, and most importantly, helps the public understand the problem that you solve.
In order to tell the best story, ensure that you have the best understanding of your product, consumer and industry. Clarity around these items allows your company to present its best self from the onset. When there is some discord between the three components, it results in a disjointed story that undoubtedly will confuse consumers. Consider the following: there was a startup that wanted to position itself as a beauty brand. As we worked together to tell their story, we began to understand the benefits of its product were more in line with being a health product than a beauty one. As a health brand, this meant a shift in their overall messaging and additional proof points were needed from experts and professionals to lend credibility to their newly discovered story.
Typically, this surveying and vetting is conducted prior to PR being implemented to have accurate data, commentary and testimonials when sharing the brand story.
Am I ready for THE result of media exposure?
Consumers tend to trust word of mouth and media’s recommendations when purchasing or trying products. So imagine the boost your company will experience if a celebrity influencer posts an image with your product on Instagram or if your product is featured as part of an outlet’s curated list of “must try” products. One media placement can skyrocket your five sales per day to over one hundred sales per day, instantly transforming your operations.
With such a boom in recognition and demand, make sure that you have the inventory and manpower to churn out orders or an action plan when the product sells out. You want customers to become loyal fans based on your product and also on the service you provide, which includes, but not limited to communicating consistent updates and keeping your inventory stocked.
Do I have the budget?
Yes, public relations is earned media but there is still a cost attached to partnering with any agency or consultant to work on your behalf. Think back to your objectives and determine what you really need. While being on a monthly retainer and paying a team to execute an evergreen media relations plan would be great because it frees up your time to focus on other parts of the business, the costs can and will quickly add up. Public relations takes time - building the relationships with editors and writers, crafting timely pitch angles, monitoring the news cycle and then finding the right opportunity to plug your company.
If your budget is limited, engage an agency or specialist for a consultation. This service can allow you to learn a high-level strategy that could help your company reach its goals without the hefty retainer costs. Once those strategies are implemented and budget becomes available, re-engage the firm or consultant on an ongoing basis.
Overall, take the time to assess your business to learn what challenges and opportunities are present. Understanding one’s priorities and having a clear goal will help you determine if PR is the best solution. While getting media coverage has many awesome benefits, before you engage any communications team or specialist consider the above questions to make sure you’re ready.