4. You don’t have someone who can run point on the relationship. A PR firm can take some of the load off your marketing team’s plate, but a good one will also pile more on to it—regular coordination meetings, scheduling, content or news release copy that needs to be approved by senior management (and often compliance). PR’s a collaborative effort and, to get the most out of it, you’ll want to appoint a senior person with decision-making authority to quickly take advantage of tactical opportunities, provide strategic direction and generally push initiatives along internally.
5. You’re not prepared to apply maximum leverage. A great press outcome is really just the beginning. You need to have the infrastructure in place to leverage it. That means amplifying on social media and through email marketing, tracking resulting traffic and having the infrastructure in place to qualify leads and take advantage of the inbound. We can help optimize most of that through our digital services (see post), but you will want to have much of it in place before we launch a proper media outreach campaign and introduce you to, say, the Wall Street Journal. This is even more the case with start-ups and product launches. You only get to launch once and it’s a good idea to use PR to create buzz, but don’t engage a PR firm until you are highly confident not just that you have the infrastructure in place to serve any resulting new business, but more importantly that the launch is actually going to happen more or less on schedule. There’s nothing worse than getting a lot of press for a product that’s not yet ready for prime time.
If you made it this far without saying “yep, that’s us,” then maybe you are, in fact, ready for PR.
Lowe Group offers a range of services related to public relations, send us a note for more information.