Seven client misunderstandings about what PR is…
The digital world has thrust PR into becoming an increasingly important part of the marketing mix as one of the main methods to raise a brands profile. A recent report by PR Newswire for its 2020 Asia-Pacific Corporate Communications Report found that 37 % of businesses plan to increase their PR earned media budget this year, and larger businesses which have over 1,000 staff are showing more willingness to do so.
While this is great news for us PR pros who have skin in the game, it’s important to make the realisation that it isn’t nearly as successful when a client has misunderstandings about how PR actually works.
Here is a list of some of the major misconceptions of PR that can drastically minimise the impact of a campaign.
1) PR is a Magic Wand For Your Business.
I wish I could say that I can come into your business like a beloved Disney character and magically wave a wand to get you the visibility you deserve. Any good PR professional knows that it doesn’t work that way. For the relationship to work, the client needs to actively collaborate with the PR professional and work as a team. Without input from the client, both proactive and reactive, the effort of earned and owned media placements may not go very far. So if you don’t think you have the time to engage the PR team, now may not be the right time to engage in a public relations campaign. As the saying goes, it takes two to tango!
2) PR Success Will Happen Overnight.
PR results happen overtime. The same way content marketing, SEO and social media communities take time to build - so too does PR. If a client believes that one press release or campaign is going go viral or generate thousands of leads and follows in one hit, then it may be time to let them approach another agency. The truth is that consistency is key to keeping the building of a brand alive. It’s so important to place your expectations on the table upfront so that you can understand what is achievable and what is not.
3) PR wins are guaranteed
Authentic ‘earned media’ should be the aim of PR but coverage is never guaranteed. Many misunderstand PR for advertising. Unlike advertising where you pay for your ad to appear and know exactly when it will appear and what it will say - PR relies on journalists who everyday, are pulled in many different directions. It’s a PR pro’s job to open the door of opportunity for the client by presenting relevant, on trend stories to them, but what happens after that is somewhat out of our hands.
4) PR Pros Control What Journalists Publish— and When
There are elements of PR that are out of a PR professionals control. Sources can be cut as a story evolves, stories can be killed due to breaking news and we have no control over what story quotes or elements make the final edit. It’s important to understand that we are at the beck and call of the news outlet and not the other way around. This is why relationship and network building is essential. A PR Pro who understands the news cycle and how to serve up stories that are timely and have all the elements of a story that are easy for a journalist to execute are worth their wait in gold. But a client needs to understand that third party credibility does not come with control over the message.
5) PR Doesn’t Need To Be In The Room
There is nothing worse for a PR Pro than that feeling when you find out something your organisation or client is doing, but it’s too late to take full advantage of it from a PR perspective?
A PR person needs to be in the room whenever the organisation is deciding when and how to pull the trigger on a new development. Sometimes, to be the voice of reason and explain how it might backfire. But more often, to advise on how to get the most attention possible for the new venture. Sometimes it can mean the difference between receiving lukewarm exposure as apposed to widespread coverage.
In short - Invite us in on your big ideas before you need us to execute them.
6) PR and marketing should be seperate
PR doesn't work in isolation, so neither should PR pros. In order for PR campaigns to be a success, they need to approach with omnichannel marketing in mind. I love it when I become a part of the team and have working relationships with a brands marketing team. Gone are the days where marketing and pr were two seperate departments. Great things happen when PR and marketing which are all touch points in the sales cycle have the chance to connect their work seamlessly into the overall strategy of a campaign.
7) There Is No Need To Share Your Research
Jounalists love adding data and statistics to a story to lend it more weight and credibility. If you are sitting on research or customer data you don’t think is important to mention, I’m here to tell you to please hand it over! Us PR professionals job is to serve up a full story arch to medius , so if you have some interesting data that backs up a trend in your business or an aspect of your your business claims or values? Don’t leave us in the dark. Be generous with your knowledge and let us decide if it’s useful or not.
Teamwork makes the dream work
While on the surface it can seem as though PR is gamble, when you look at it more closely - PR is imperative to any business in a digital world. It ensures your customers know who you are and what you stand for. It opens the doors for opportunity as media can consistently stay informed about your brand, services, thought leadership and products. All of this is greater amplified when a client understands the process and play a role in being part of the action simply by including, sharing and being available when we need.
Dig it and want to be a team player? Drop me an email for a free discovery call to get your big ideas seen, heard and felt by your ideal audience at www.rightesouspr.com.au.