Who needs PR?
You do, that’s who. A good PR person is essential in any business, big or small.
There I was, seated across a business owner with so much potential I could taste it in the air. But that was not the body language he was giving off at the moment. His long thin hands were firmly wrapped around one another and his mahogany desk was like a canyon between us. He had the appearance of Ebenezer Scrooge, or so it seemed at the time, but I was already going through my head all the great ideas I had to help him grow. And that’s when he coolly asked, “Why should I hire you to work on my public relations when I can just do it myself?” Gulp!
As dramatic as this scene appeared to be, it wasn’t the first time I’d been asked that question. Small business owners often have this entrepreneurial spirit that drives them to go out and make it on their own. It’s a powerful belief in what they are doing that gets them to follow their dreams and become their own boss. However, sometimes that same entrepreneurial spirit gets in the way of getting the help a small business needs from others to succeed. Over 88 percent of businesses fail in the first five years of operation. The number one reason? They were so busy running their business that they failed to tell the public they exist.
So how do you find that good someone to help you take care of getting the word out while you are busy getting things done?
These are the top 5 things you need to look for when contracting with someone to handle public relations for your business:
1. References – Will other people vouch for this person? Do they have a strong portfolio? Ask them what sort of work they’ve done in the past and what the results have been. They should be able to come up with some good examples on the spot.
2. No false promises – A good, credible pr professional will never guarantee media coverage. As a former reporter I always had a barrage of pr people trying to get me to run this or that story for their clients. They’d offer me freebies, invite me to their parties and events, and hound me on the phone. But no matter what they weren’t getting covered unless it was a) a real story with a real hook to it and b) pertinent to the news of the day.
3. They don’t just write press releases, they help you with a strong strategy – It takes at least seven times for people to see your brand, product or company before they recall even hearing about its existence. One press release on your own website or a mention on a blog won’t get you anywhere. You need a consistent plan that includes mentions in the media and online to keep you in the public eye.
4. Excellent writing and communication skills – Do they understand what it is you are trying to accomplish with your business? Are they able to steer you in a clear direction and give you good advice? Can they write conversationally and professionally? Make sure you are both on the same page…and that you are open to hearing their expert advice.
5. Cool, calm, collected – Heaven forbid you ever find yourself in a crisis situation with your business. However, just in case, make sure you have someone you can turn to for advice. Find someone you trust to help steer your public image back in the right direction.
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