Julianna
For a small business getting media coverage may seem like a daunting task. While you may never have a huge PR team like Microsoft, working with a public relations consultant can create a positive face for your company, and generate new business while you’re at it.
If you haven’t worked with a PR person before, it’s hard to know where to start – large firm, independent consultant or a boutique agency? You want someone who understands your business, and the best place to start is probably with a small PR company. A local consultant or boutique firm will usually have smaller clients, and will work with them more closely. You may work with the principal of a small company, rather than a junior PR person at a larger firm. If you want to test the waters but aren’t sure you are ready to hire a PR person, you can always start by doing it yourself.
Guy Kawasaki, former Technology Evangelist at Apple Computer and current rock star Venture Capitalist recently had two helpful PR related posts on his blog, How to Change the World. The first post Why PR Doesn’t Work will walk you through problems you might encounter with PR and what you should expect from the client/PR rep relationship. The second post is about getting your hands dirty with DIY PR, and while PR goes well beyond media relations, these two posts focus primarily on publicity and generating media coverage.
One of the most valuable pieces of information in the first post deals with expectations, and while many PR people are honest about this, not all are, which can lead to disappointment and frustration for the client.
PR people don’t explain the kind of publicity placements a client will most likely receive. Every client wants a big profile of the company on the cover of a major magazine or newspaper, but most stories are about a “trend,” several companies, or some recent news with quotes from experts. Profiles are few and far between. Yet, instead of explaining this, PR people often tell potential clients what they want to hear, in order to get the business.
The DIY PR article also provides some very valuable tips if you want to try it yourself.
Make time. Most entrepreneurs say they don’t have time for DIY PR. Sure, it takes a while to spam 100 journalists with every press release. But that doesn’t work anyway. Focus on a few big ideas, and you can tell them yourself. Use a feed-reader and Google Alerts to track industry news and company mentions. Conveying your company’s story in a personable, compelling way is one of your most important jobs.
Whatever option you choose, if you do land an interview, make sure to prepare before hand. A media interview will put you on the hot seat answering questions about your business, so it is important you know what you want to say. If you are prepared and passionate about your company, this should come through in any interview.