Is PR Right for You? Six Questions to Ask

Understanding PR

• Definition: PR is about getting others to write or talk about your business positively. This can include media outlets, bloggers, or influencers.
• Purpose: It aims to enhance credibility and visibility without direct advertising.
• Challenges: PR can be unpredictable and time-consuming, with no guaranteed results.

Key Questions to Consider

1. Do You Need Immediate Results?

• PR Takes Time: Unlike advertising, PR doesn't offer instant results. It can take weeks or months to see any impact.
• Alternative: If you need quick outcomes, consider investing in advertising instead.

2. Can You Commit Time to PR?

• Time Investment: PR requires consistent effort, whether you're doing it yourself or hiring someone.
• Cost vs. Time: Doing it yourself saves money but costs time. Hiring a professional saves time but can be expensive.

3. Are You Persistent?

• Follow-Up is Key: Success in PR often comes from repeated efforts and building relationships with media contacts.
• Long-Term Effort: It might take several attempts before you see results.

4. Do You Have Newsworthy Content?

• Creating News: Identify or create events or stories that are newsworthy. This could be surveys, events, or tying your product to current news.
• Examples: Publish survey results, host events, or link your product to trending topics.

5. Do You Want to Build Credibility?

• Expert Status: PR can establish you as an expert in your field, enhancing your credibility.
• Third-Party Validation: Having others talk about your expertise can be more impactful than self-promotion.

6. Do You Want to Enhance Other Marketing Efforts?

• Complementary Strategy: PR can work alongside other marketing methods, like advertising, to maximize impact.
• Integrated Approach: Use PR to build long-term credibility while using advertising for short-term gains.

Creativity Exercise: Brainstorming PR Ideas

1. List Your Offerings: Write down everything you sell or do.
2. Identify Features: Note the features or unique aspects of your products/services.
3. Find Newsworthy Angles: Consider how these features can be turned into news stories. Look for seasonal relevance, related studies, or current events.
4. Generate Ideas: Aim for 50 story ideas, even if they seem silly at first.
5. Select the Best: Choose the most compelling ideas to form your PR campaign.

Additional Insights

• Stats and Data: According to a 2020 survey by Cision, 68% of PR professionals believe that the demand for content marketing will increase in the next five years. Cision Survey
• Unique Fact: Only 27% of PR professionals feel confident in measuring the ROI of their efforts. PRWeek

Conclusion

PR can be a valuable part of your marketing strategy, but it's not a quick fix. It requires time, effort, and creativity. By asking the right questions and planning strategically, you can determine if PR is the right path for your business. For more insights on effective PR strategies, check out resources from PRSA and HubSpot.