Here's What I Learned from Working with 50+ PR Firms
J Thoendell stashed this in Business
So entrepreneurs, choose wisely. Not all PR firms are equal. In this article, we’ll cover how to select them, how to prepare for them, and how to tell that they're not working. Because without PR (whether you're doing it on your own or with a firm), no one will know about you... and building an audience is everything. Successful PR is getting the right people to pay attention to you at the right time. Knock-it-out-of-the-park PR is landing customers, money and partnerships too. Here's how to get the latter.
Working with a PR Firm Will Always Be a Bit Annoying...
You'll need to do the legwork to justify the cost of working with them.While there are more and more tools that can help you measure the impact and conversions driven by PR, they are often prohibitively expensive and time consuming for a lean startup team. That said, you don't have to use fancy apps of analytics to tell if a strategy is working. Basic, inexpensive tools can show you correlation and causation between PR wins and wins for your company. But you still need to have the time and people to run these assessments. Before you agree to work with a firm, make sure you have enough resources in place to measure the outcome of the relationship — review these results every three months to stay on track.
You will still need to be the best source of content. Your PR firm can't make anything happen if you don't give them anything, so you have to invest in doing that work appropriately. This requires stark prioritization and telling the stories you know will make the biggest difference with your most important audience.