I was in a meeting the other day with the chief executive officer and chief marketing officer of an organization that is on the tipping point of success.
They’ve done a lot of the right things: Their sales team has the right connections, they’re gaining industry recognition and they have the right people
both setting the strategy and executing it.
But when we asked what they do differently than their competitors, the silence was deafening.
We tried the question another way: “What makes you excellent?”
Again, no answer.
That’s not entirely true. They did try to answer it, but couldn’t come to a consensus.
Much to the surprise of my team, I cut the meeting short. I closed my notebook (yes, I still carry a notebook), pushed back my chair and said, “Gentlemen,
you’re not ready for us yet.”
Sure, a communications firm can help an organization figure out its messaging and positioning, but
if the organization doesn’t have the slightest inkling of what that is before it spends money on PR, it’s likely the firm won’t succeed.
Are you ready to hire a PR firm?
Here’s how you know you’re ready to hire a PR firm:
1. You know what PR is in today’s digital age.
A majority of PR firms will still pitch themselves to you as a media relations
house. They’ll call themselves a PR firm, but all they’ll do for you is pitch stories on your behalf.
If you hire a firm that only does media relations, you will think it’s a huge waste of time and money about six months from now. I hear it all the time:
“Oh, they were great at getting stories about us, but it didn’t really do anything. It was a waste of money.”
Seeing your name in print is great for your ego, but it does not make the cash register ring. If the firms you interview don’t talk about how to integrate
media relations into a larger communications or marketing program, you will feel like you’ve wasted your money.
2. You’re ready to share your business goals.
This means even in the introductory meetings. Have the firm sign a non-disclosure agreement if that makes you feel better, but don’t hide your
We once had a prospect tell us their search engine optimization had decreased significantly and they didn’t know why. When we asked for access to their analytics, they didn’t want to give it to us. We can’t help you if we don’t know what you’re
trying to achieve.
3. You have realistic expectations.
If the PR firm is worth its salt, you will spend some money on it and can
expect a return on your investment anywhere from two to five times
what you paid.
But it won’t happen overnight. It won’t even happen in 90 days.
It will take at least six months for you to begin to see a return. That said, most firms will be able to give you metrics to track from day one that show
whether you’re on the right path. Ask for those.
4. You asked yourself if you have time to spend with the firm.
Communications does not happen in a vacuum, and your involvement is necessary. If you or someone on your team doesn’t have at least an hour every day to
spend on PR, you’re not ready to hire a firm.
Without your help and involvement, the PR firm will only get so far. They don’t know your business as well as you do and, as it turns out, customers,
prospects, journalists and influencers would rather talk to you than some middle man. Your PR firm can create those conversations for you, but you have to
5. You’re willing to take some risks.
Technology has completely changed the way a PR professional does his or her job. Using the Web—and social media, in particular—means you’re going to build
your brand and gain awareness much more quickly than in the past. It also means you’ll be under some scrutiny. Make sure your PR firm
has experience with crises on the Web
, and be willing to let them get you out there. The more uncomfortable it is for you, the more likely it is to work.
6. You’re uncomfortable.
There is nothing worse than a prospect saying they want out-of-the-box thinking and then asking for really boring, non-sexy strategies. If the PR firm
doesn’t make you a little uncomfortable when you meet with them the first few times, nothing you do together will be extraordinary. It’s the discomfort
that gets us to stretch beyond what we think we can do. Let the firm guide you down that path.
Of course, if you aren’t ready for a PR firm, you have a lot of other options. You can hire someone internally, do some of the PR yourself or hire a
freelancer or soloproneur.
Knowing when you’re ready to hire a PR firm is the first step to success.
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