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It happens all the time in the entrepreneurial world: a team builds an impressive product or service, tests it thoroughly to make sure it works, and then launches it. When a few weeks go by and new business leads aren’t what they expected, there’s a collective lightbulb moment: We need some PR.
If you find yourself in a similar place, don’t be afraid. You’re certainly not alone. Over the years, I’ve taken countless calls from corporate executives trying to get in by getting into public relations after launch. Sometimes the case in question is only a few months old, at other times the open sign has been hanging on the door for years.
I always preach that a PR strategy should be worked out well in advance of a company’s launch date. If you’re trying to garner media attention retroactively, starting a public relations program isn’t so much about how long it’s been since the company was founded, but more about how your company is currently operating.
If you’re thinking about taking the PR leap, here are three ways to know you—and your business—are ready.
Related: Is Your Startup Ready for PR? Here’s how to know for sure.
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1. You have financial resources to invest in the PR long game
One of the surest ways to get frustrated with a PR program is to think of it only as a source of income. Yes, public relations can help generate business leads, but it’s not inherently part of the click-click-buy world. Try to track the specific dollar value of posting a news article. Actually don’t. Why? Because you can’t. The same goes for speaking engagements, awards, and almost any other PR product.
If your business is cash-strapped and you’re in a place where you need to tie every dollar spent to a measurable ROI, wait with PR. There is little chance that PR will generate sustainable and accountable revenue. However, if you’re in a place where you’re getting relatively reliable recurring revenue, and you appreciate how investing in things like a halo effect and thought leadership can strengthen your organization in the long run, then you’re in a much better position to invest financially in a PR strategy.
Related: 4 tips to launch your first effective PR campaign
2. You are willing to continuously nurture a PR strategy
While my previous point revolves around financial resources, this one focuses more on the resources of time and attention. Many people view PR as one-off splurges—usually in the form of press releases—and fail to appreciate the many ways that sustained public relations efforts can bring profits to their businesses. If you’re looking for someone to simply write and distribute sporadic press releases for you, it’s better than nothing. But it’s just the tip of the PR iceberg.
Without a doubt, the most successful clients I work with – yes, as measured by revenue growth – are those who continually cultivate a proactive public relations program. Am I saying that PR is the most important factor that leads to their business success? No. But it is a consistent element that contributes to the good reputation of the organization. As you ponder public relations, I challenge you to refute the big splash worldview. Instead, pull back the lens and think about how long-term public relations can align with all your efforts so you can achieve your business goals.
Related: What Startups Should Be Doing Differently When It Comes To PR
3. You know your audience
Not every time, but often the people who just want a big splash of PR are the same people who aren’t quite sure who their target audience should be. This is problematic for many reasons. In the best of worst case scenarios you fish where you don’t get any bites. Again, that’s the most preferred bad outcome. It could be much worse. I’ve seen organizations invest in a communications strategy resulting in a deluge of bad leads. Not only did they invest money, time, and energy into a flawed strategy, they also had to allocate resources to sorting through a mountain of bad leads.
One of the basic rules of PR is knowing who your audience is. Once you know that, you can figure out where their attention is – I like to say, where their eyeballs are. Once you have mastered these two things, you can create and execute a plan to reach (and influence) them with the most appropriate form of messaging.
Related: The long-anticipated ‘Great Recession of 2023’ is coming. Here’s how to leverage PR during economic uncertainty
It’s never too late to invest in PR, but it has to be the right time
I’d bet most companies investing in public relations today didn’t have a PR strategy in place at launch. If you didn’t either, that’s fine. Consider whether you are ready to consider the above items. If you’ve tackled each one correctly, you can be confident that your company is capable of making PR progress.
Janice has been with businesskinda for 5 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider businesskinda team, Janice seeks to understand an audience before creating memorable, persuasive copy.