Tag Archive for: hiring a PR agency

Over the years, I’ve learned there are over 500 ways to screw up PR. I’m going to be honest with you – I have a lot of conversations with people who say they hired an agency and got nothing, or not what they were promised. The consistent takeaway for these folks is often “PR doesn’t work.” You can imagine my skepticism when people say that because, without exception, we know it does. We have launched brands, driven record sales for brands, and sent them through IPO. But it’s totally worth diving into a few of the reasons PR doesn’t work, with one caveat, it’s RARELY just one of these things.

 

PR Agency Mismatch

Perhaps one of the most important keys to success is agency fit. The most successful relationships align on experience level, ambitions, and cost. Let’s dive into that a little more.
Experience level. Some stories, some products, and some movements are just harder to pitch. If you’re one of those companies, you probably know it deep in your heart. Does that mean you won’t get any PR? No, it means you need to find agencies who either have direct experience telling stories like yours, OR you need to have an agency whose storytellers are seasoned enough to know what lessons they’ve learned and how to apply them now.

Ambitions. If your ambition is to double your sales, then the brand commitment needs to match that, and no single one lever can change sales overnight. It’s also important that you weigh the time-money continuum here. The faster something gets done, the more upfront work it takes.

Yet, if you say “we want to double our sales in 3 years,” it could cost you more than 3X, even if it feels cheaper on a monthly basis. So be clear on what it will take to meet your objective and be sure you’re attacking that aim from all fronts which you control.

If you’re a DTC brand, make sure your SEO and PR teams are operating together. If you’re a consumer tech brand, make sure you’re tapping into trends with your social media. If you’re a CPG brand, make sure the rest of your branding (internal and external) matches the values your product projects.

Cost. PR cost and ambitions are closely tied, because time and cost are deeply connected. There are PR agencies that are cheap, and you will find that some PR agencies are extraordinarily expensive. I would say if saving money is your biggest ambition, then maybe PR isn’t right for you. PR is a lot like building a house and no one ever advises you to pick the cheapest contractor.

If your budget for PR is less than you would pay an executive assistant, then you’re probably undershooting your goals. Whenever someone tells me they hired a firm and got nothing, I usually find that they hired a firm and were the cheapest client that the firm had, OR they hired a scary cheap firm. There’s value-driven pricing and then there’s scary cheap. Learn the difference.

There are only two ways to get scary cheap: hire inexperienced people, or spend no time on the account. That’s it. That’s the only way scary cheap PR agencies work. You’ll get a sense of which one you’ll experience when you meet the team. A seasoned team won’t be spending a lot of time on the account. If the team is inexperienced, then they’ll spend a lot of time learning on your dime. That’s a signal you should watch for.

Your Agency isn’t REALLY a PR Agency

Sometimes agencies try to be all things to everyone and offer every marketing, branding, advertising, and PR service under the moon. That’s a REALLY difficult thing to do.

PR agencies absolutely overlap with other agencies regularly.

There are parts of what we do that a branding agency will also do – like planning word-of-mouth opportunities or creating publicity stunts. Sometimes a branding agency will also create content for their clients, or surveys. That’s also something that PR agencies do-both can usually do them equally well depending on the purpose of the content. But where branding agencies and PR agencies are separate is media outreach, journalist relations, and understanding of the media. And candidly, very few PR agencies have the talent to develop a well-rounded brand from a visual standpoint.

Unbelievably, I’ve seen “entrepreneurial coaches” pitch themselves as PR experts. I think these people understand a lot about self-promotion, and believe me, that’s a true skill, but they rarely really understand media relations outside of sending a press release. Which isn’t the reason you send a press release.

Ad agencies and PR agencies have very little in common. If your ad agency says they can also handle your PR (or vice-versa), that’s typically a red flag.

SEO agencies aren’t PR agencies either. Now, as a digitally savvy PR agency, for our bespoke clients, we absolutely dive into the SEO of our clients so we can incorporate keywords and important links. But let me assure you, we are NOT an SEO agency. Nor is your SEO agency a PR firm. Don’t confuse the two. Unless you’re working for one of the world’s largest agencies, there are very few exceptions to the fact that the two rarely go together.

 

Collaboration or Miscommunication

The root of this is usually either the personalities just didn’t fit, or there wasn’t bandwidth for consistent communication on either side. A truly bespoke PR program is highly intimate and collaborative. If that isn’t happening, you will find results suffer. Another aspect of this is executive or spokesperson availability – when the executives aren’t making time for journalists on deadline, then the success rate falls dramatically, AND your PR team is reluctant to pitch him/her to their best contacts because relationships matter and no one client is worth burning a long time media partner over. Sorry, but that’s the truth.

The media, and especially journalists, are under extreme stress these days. When clients don’t get back to us immediately about opportunities, that makes it really difficult for us to take advantage of the most interesting and timely media opportunities. PR agencies often receive inquiries from the media, but those inquiries have tight deadlines, sometimes even less than a day. So if your PR team is promoting you 2-3 times to get back to them for a query, that’s a red flag.

 

Since there are over 500 ways to screw up PR, that’s the reason we structure our programs the way we do. If you’ve ever talked to us, you know, we take our partnerships exceptionally seriously – our bespoke PR results and client reviews prove it. If you’re in the middle of hiring a firm, and you’re having a hard time differentiating, call us. We’ll give you our unbiased opinion of the top PR agencies you’ve identified.

What’s the difference between PR vs publicity? At first glance, they look the same. Publicity is a specific tactic to attract media coverage, it might be good or bad coverage. Public relations is a holistic brand-building, loyalty building and trust-building strategy that includes positive media coverage.

Should you choose publicity or PR?

Most brands do not subscribe to the “all media coverage is good media coverage” philosophy and want ONLY positive media coverage, which is why most brands choose PR. PR refers to the deliberate efforts that organizations make to build and maintain positive relationships with the public. Public relations will create a path toward media coverage including key messaging, brand positioning, making the news, jumping in on breaking news, and strategizing positive company announcements. A PR strategy may also include a crisis communication plan which is important for any consumer brand, but especially DTC or CPG brands. PR is an investment in your brand’s reputation. If your business goal is to be the #1 brand against your competitors or to secure investment that launches you into hypergrowth, then you’ll definitely want to choose PR.

Publicity is a narrowly focused goal, any form of media coverage or exposure for an organization or individual. And it might be OK for a brand that just wants to get into gift guides, for example. That would be an example of publicity without the added benefit of public relations. If your key messages are solid, and you don’t need any additional help building the brand’s trust or loyalty, or your long-term reputation isn’t important, then publicity may be an option for you.

Long Term or Short Term Media Coverage?

Publicity is great for a blast of short-term coverage. Something consistent with a calendar event, or a word-of-mouth campaign with a celebrity for a product launch. Publicity is also great if your brand is willing to do “anything” for media coverage. Stunts in Times Square or the Santa Monica pier often get coverage simply because of the location and the unexpected commotion. That’s publicity. Another example of publicity is an April Fools stunt.

If you’re looking for consistent press coverage regardless of whether you have a product launch or an activation, then you definitely want PR. PR will enable your brand to build trust with your audience, while also building loyalty with your existing customers.

Rinse & Repeat or Bespoke?

Publicity tactics are very similar to one another. Your publicity in gift guides, for example, will also share coverage with other products and possibly even competitors. Think of a publicity campaign as a short-term boost to secure coverage, regardless of quality. If you simply need additional exposure for a specific period of time in order to get noticed by potential customers or clients, then publicity may be a cost-effective solution.

In contrast, public relations will develop custom strategies to build and manage your reputation, reach key audiences and achieve your business objectives through strategic messaging and tailored PR campaigns. With the right PR firm on your side, you can effectively reach your target audiences, build positive relationships with key stakeholders, and stand out from the crowd in today’s competitive marketplace.

 

Many people think public relations (PR) and publicity are synonymous, but there is actually a clear distinction between the two terms. If you’re interested in discussing the difference with Avaans, please contact us, we will help you decide based on your business goals and budget, which type of media coverage is best for you.

When it’s challenging to plan, it’s tempting to just eliminate budgets, especially for marketing and PR agencies. Volatile environments are nerve-wracking. In the short term, that might seem like a negotiable expense that’s fairly easy to eliminate. But if you’re working well with an agency, eliminating them will cost you more time and money in the long run, not to mention the costs associated with reduced awareness and sales. Instead of eliminating Most agency owners can show you why cutting back on marketing and PR will damage your brand, but what insider tips do agencies give to their existing clients when economics requires a marketing shift? For this article, we called on some of the most respected mid-size agencies in the United States and asked them what strategies they use to reduce agency budgets, so you can ask your agency to help you.

Discuss your plans with the agency upfront. Getting strategic advice early in the process will help you avoid wasting the implementation budget later. Measure twice, cut once.Karl Sakas, Sakas & Company

Sakas, who uses his years in the agency world to consult with growing agencies today, suggests involving your agency at the highest strategic level from the onset to reduce agency budgets. Agency strategists may cost more hourly, but a deep, collaborative strategic understanding saves hundreds of wasted implementation hours, not to mention emergency charges. Sometimes there is this idea that withholding information from your agency will give you an edge in negotiations. But if your agency is really on your side, and really approaches the relationship as a partner, then that strategy could cost you. Most agencies can help you prioritize and refine a strategy to fit your budget during a recession.

Using agency as a consultative partner, rather than an implementation house Ross Johnson, 3.7 Designs, a Michigan Inbound Marketing Agency

When clients need to reduce budgets, Ross Johnson of 3.7 Designs suggests leaning into strategy with the agency, and sticking with outputs that have a longer shelf life. For example, instead of eliminating content creation, which is invaluable because it’s sticky, he says, “Take more of the content creation in-house. We advise on what content to create, and provide feedback after it’s created so the client receives 90% of the same value but at a lower cost.”  He also recommends focusing more energy on earned media and organic activities over paid spending, because it lasts longer and delivers more value.

Technology is your friend – Dan Serard, Cannabis Creative

“Following up with and nurturing leads can be time intensive,”

“We recommend our clients to invest in our email marketing automation services and prioritize automation strategy in addition to one-time or seasonal campaigns to get the most value out of our services. It’s not just about the immediate content output but the long-term journey for your leads. As an agency, we set up our clients’ email systems in ways that work smarter, not harder. Email marketing automation can be an investment to strategize at the onset, but once running, generate cost-effective results that function in perpetuity. Automations can keep leads engaged and convert them into customers through a series of well-planned out messages, and do not require much intervention.”

Cut low-performing or time-consuming services. – Hunter Young, HiFi Agency, 

The longer something takes, the more it costs. If you have multiple layers of approvals built into agency work, then reducing those layers can save you time, and your agency can either refocus it’s efforts on more valuable outcomes, or they can reasonably count on reducing fees by the time saved.

Hunter suggests looking at an agency budget cut as “an opportunity to cut the items that were truly low-performing or low-efficiency for the agency/client (e.g. things that take forever to get approved).” Items that take multiple back-and-forths, cost the agency time, which translates to money for you.

Have the right people do the right work, – Stephanie Chavez President of Zen Media

Most agencies provide a blended rate for their services. Yes, a strategist is more per hour, but they aren’t likely to be spending 10-20 hours in your account every week. This is a spot that can create unforeseen costs when clients insist on using the strategist as a project manager. Indeed, a highly paid strategist should not be managing the project on a day-to-day basis, they should ensure the output matches the strategy.

As President of a PR and marketing agency for tech-driven B2B brands, Chavez is used to clients who expect smooth operations. She says when clients are looking for ways to save money, she doubles down on making sure the budget is used where it should be, with the right skill sets in the right place.

Use recessions strategically.   – Chris Shreeve PrograMetrix 

During a recession, there is less noise. PR agencies get cut and ad budgets get reduced. So using a scalpel approach to your budget can provide higher ROI than when the economy is moving in full swing. Plus, although consumers still consume, they’re more sensitive to getting the best product and/or the best price, so staying present is even more important.

“After all, consumers will still consume, even during a recession,while some brands may go silent, other brands see a pathway to make more of an impression on their target audience.”

 

Reducing your agency costs doesn’t have to be all or nothing. Working WITH your agency to find the sweet spot for your specific needs can be an excellent exercise in creativity. By shifting strategies, outcomes, and outputs, you can find the sweet spot that keeps your marketing and PR on track even during cost-cutting seasons.

Is B2B PR worth it? That absolutely depends on your business objectives and the value you place on those business objectives. If you’re pre-IPO, seeking venture capital, or strategizing an exit, PR can be the difference between an average and life-changing result. B2B PR and marketing should always work hand-in-hand to maximize effectiveness. Here are five times B2B PR is worth it, especially during uncertain times. Modern PR firms know how to combine the opportunities into powerful reputation builders for B2B companies.

 

Combine Podcasts and PR

Podcasts offer many ways to reach audiences, earned, owned, and paid. Searches for “Spotify Podcasts” are up 178% in 5 years.

First, let’s address the earned opportunities. Many B2B podcasts aren’t famous but are voraciously consumed by the niche audience. These are great places to start a consistent thought leadership campaign for any c-level executive or founder. Earned media podcasts have an excellent shelf-life and can provide high-quality links back to your website for authority building. Since podcast hosts are often very connected, they are good connections to make.

From a paid perspective, there are several ways to advertise on podcasts that target the most niche audiences. Incorporating podcast advertising into your overall marketing budget is both cost-effective and provides an additional touch point for podcasts that provide earned media opportunities.

Finally, owning a branded podcast that provides industry insights to your ideal customers is an excellent way to own marketshare and provide your potential customers a way to get to know you before they reach out. I know some branded B2B podcasts are responsible for up to 45% of new business. Owning a podcast is a commitment, but your B2B PR agency can support you with planning and content.

 

LinkedIn: B2B’s Easiest Activation

Arguably, LinkedIn is the most underrated tool for fast-growing companies. It’s the only social media platform that is 100% business, and when your business IS business, the company and executives should be active.

It’s not just about posting, though that’s an essential ingredient. And it’s not just about connecting, despite what the “connectors” would have you believe. At its core, LinkedIn’s most valuable asset is the ability to reinforce connections and consistently be top of mind. And it’s FREE.

LinkedIn also provides great owned content opportunities in the form of newsletters. These newsletters are worthy and a great way for B2B companies to own their messaging in front of their most engaged audience: others in the B2B mindset. LinkedIn also offers ways to contribute to crowdsourced articles, which is an exciting blend of human and AI content.

 

Contributed Content for Hypergrowth Reputation Management

No doubt media is changing, and one of the most exciting areas is the opportunities to contribute to newsrooms. Even tier 1 outlets have reduced journalist headcount, but media still needs to create content. Increasingly media outlets are turning to experts in niche industries, be it cannabis or AI, or consumer goods,  to lead conversations that would take journalists days or even weeks to learn. Most of this contributed content still goes through a rigorous editorial process.

This kind of opportunity for B2B companies in hypergrowth turns on the PR hypergrowth engine for B2B companies. Because editors deeply review these articles, you’re point of view may inspire an editor to do a more in-depth article on your topic, especially since they already have an expert. The key to this content is understanding the editorial requirements and maximizing the relationship with the editor.

 

Newsletters with Value to Activate B2B PR

Newsletters have real value for B2B companies, especially those with longer sales cycles. Newsletters activate your PR and your owned content, whether that’s from your website or podcasts.

B2B Newsletters don’t have to be a weekly program, but they should be utilized a few times per month. Delivering actual value to your audience allows you to generate a positive reputation and build mindshare. So many of your competitors will overlook newsletters dismissing them as an annoying consumer PR tactic, but nothing could be further from the truth. Your newsletters support your sales and marketing with another exposure and touchpoint. After utilizing your newsletter effectively, you could see ROI such as decreased sales cycle, and more incoming leads since your readers can easily share your newsletter with others.

Newsletters are also a great place for industry announcements and to link back to your corporate wins, like media coverage.

Contribute to the Story to Own the B2B Story

When asked, journalists overwhelmingly want data. Developing a meaningful industry survey provides your company with exclusive insights and gives journalists fresh, new information to report on.  Increasingly, newsrooms lack the resources for in-depth research on tangential topics, but a well-produced sponsored survey can fill in some of the gaps journalists need. As importantly, surveys can provide PR opportunities throughout the year, when well developed, to create content opportunities with relevant calendar events.

-Iot
-Thought Leadership
-Third Party Validation
-Contribute to the Story (surveys) / newsrooms
-Don’t ignore your niche