The problems of public relations - solved

If you're going to invest time and money in public relations, or PR, this is how to make it work for you, writes Simon Hall.

Sad to say, I've heard the same refrain quite a few times when it comes to public relations:

  - We didn't really get what we were hoping for

In my years of working in commercial communications, I've noticed something worrying. 

There are more than a few charlatans in the field. 

And also lots who are well meaning, but not in the least well equipped for the job. 

 

In some organisations, the sort which never sack anyone (you know the ones), it's curious how the problem staff are often put in charge of communications. 

The logic seems to be that it's where they can do the least harm. 

I won't say what I think of that, although I'm sure you can guess. 

 

Anyway, the point is this:

If you're going to invest time and money in public relations, this is how to maximise your chances of making it work for you.

As ever, no spin, no selling, just a summary of my experiences.

 

Experience of Media and PR

The old saying tells us there's no substitute for experience, and I strongly believe that's true. 

If you're going to take on a public relations firm to get you some positive media coverage, make sure they've worked in the media, and preferably a lot. 

That's important as quite a few journalists who can't cut it in the newsroom make for PR, and they're probably not the best ones to work with. 

(Insufficient experience, not to mention drive.)

You'll want to see years of experience on a PR company's CV, and preferably across a range of media, to ensure they know what they're talking about. 

With my team at Creative Warehouse, we've got dozens of years in at the BBC, and at high levels, along with the Guardian, Independent and Times newspapers, various magazines, and also the mighty Google. 

(Apologies, couldn't resist a photo of myself on air in my old BBC days there - I still own that tie!)

 

That long experience of the industry gives us not just a thorough knowledge of how the media works, but also lots of contacts.

And having good contacts is critical. 

If you can pick up the phone to someone you know to talk through a story, you're hugely more likely to get it in the media than if you just send out a press release. 

Newsrooms get hundreds every day. You need a way to make yours stand out from the crowd. 

 

Track Record in Public Relations

People in PR are good at spinning a story, or they should be, at least. 

So don't fall for the spin here. 

I've heard spiels about how your news release can be uploaded to a database with hundreds of thousands of subscribers, or published online to a potential audience of millions. 

  - That means, in a word, nothing.

Anyone can upload to a database, or publish online. It doesn't mean you'll actually get noticed, or indeed covered.

 

Look for a track record of the company you're talking to actually getting stories in the media.

Ask for hard facts. How many outlets covered the last story they worked on?

What were they? National, regional, local? Newspapers, magazines, online, radio, TV? What was the estimated audience that saw the story?

You should also know the rates the PR company are going to charge you by now, so you can get a sense of the potential return on your investment. 

 

A word here about pricing, because it's a tricky issue. 

Don't just go for the cheapest offer is my advice. It's probably cheap for a reason. Isn't that just life?

Weigh up the quotes you get against the experience and track record of the agency. 

You might end up paying a little more for the right support, but the return could well be very much greater. 

 

Be Realistic About PR

I know you're delighted about whatever it is you want to publicise, and you're convinced the media should be interested. 

But please, be realistic. 

There's a lot of competition for media coverage, and some stories are more interesting than others.

We're always honest with a potential client. 

If we don't think a story will make the media, we tell them.

But - and this is important - we do it positively, and try to suggest other angles of approach which might work. 

Beware of lofty promises of widespread coverage which come to nothing. I've heard those far too many times. 

Talk to at least a couple of PR companies and see what different thoughts, and indeed quotes, you get. 

I would never start working with a company without effectively putting them through some form of interview. 

 

It also helps to be clear who you want to talk to with your story. 

Some of our clients at Creative Warehouse only want to make the local or regional media in Cambridge and East Anglia. 

That's where all their customers come from, so that's who they want to hear their message. 

Others need the national media, if they're trying to influence public or political opinion. 

Quite a few companies want to hit their specialist press - this happens a lot in science and tech, and we have plenty of those companies in Cambridge - so they can impress potential investors or very select customers. 

Whoever it is you need to reach, and why, be clear on that and the public relations company you're talking to should be glad to hear it.

Such information is vital in helping to prepare the best strategy for you. 

 

A Critical PR Question 

Here's a question to ask any public relations firm you're thinking of employing, to help judge if they're worthwhile:

  - What will you do if my news release doesn't result in any reports being published?

It happens. A big breaking story can wipe out the rest of the news agenda. 

But there's an answer you should look for, and it's this:

  - We'll come back a few weeks later with essentially the same story, tweaked with a new angle, and looking a little different, and try to get that covered.

That's worked for me as a strategy in the past, and is something I'd expect any decent PR company to try.

Persistence is critical in the media world, along with a little ingenuity, or simple cunning, if you'd prefer.

 

A PR Shortcut

Yes, I do know what happens when you do a search for public relations, or PR companies, on Google. 

You get bombarded with results. So how do you choose which one is best for you?

My advice is very non tech and un-modern world, I'm afraid. 

It's to leave the web alone and phone a friend, as the phrase goes. 

Recommendations are the best way to pick a winner in my view. 

Doing it this way means someone you trust has done the market research for you, and what's not to like about that?

At Creative Warehouse, we have plenty of lovely customers but we've never paid a penny in advertising.  

Why not?

Because just about all our business comes from personal recommendations. Which is just the way we like it. 

 

The Power of Public Relations

Don't get me wrong here, I'm not trying to do myself out of a job. 

Not even I'm that daft!

Done well, PR can be the best form of advertising, and invaluable in helping a company, organisation, or individual to thrive. 

It's just that I appreciate budgets can be tight, time is limited, and so if you do decide to try public relations I want you to get the best possible results. 

(I'm nice like that!)

 

By the way, this is the second of two blogs about public relations.

The first - which you can read here - deals with the remarkable (£100 million pounds' worth of remarkable!) impact that good PR can have.

 

If you do try public relations, or you already have, I'm always interested to hear your experiences. 

You can get in touch via the comments, or the website.



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