PR + Internet Marketing – Should you Start PR to Complement your IM Strategy?

In this post we hear from Ignite Visibility PR partner BAM Communications. The author Lizzie Younkin, COO, shares some important points on hiring a PR agency. It should be noted, PR and Internet marketing work very well together. Enjoy!

So you’re thinking of investing in public relations, but you’re just not sure if it’s right for you? Here’s a quick checklist to help you determine if it is. If you check one or all of these, a PR team could be of great help to you:

• You have a story to tell and the media has yet to find out about it
• You have a lot of messages for your business, and not sure how to communicate them all
• You’re launching something – a new product, restaurant, concept, etc.
• You’ve been around a long time, nothing feels new
• You can’t keep up with the influx of media inquiries or social media activity
• You have a communications crisis
• You’re seeking awareness for your brand

So what are your steps?

• Talk to a few agencies to find the right fit. Their expertise should align with your needs. Doing PR for a political figure is much different than for a fashion product. Most importantly though, check for a personality fit. These people will be representing your brand, sometimes with very little control from you, and you have to be OK with that
• Determine your budget – Most PR agencies will work on a retainer basis. It’s rare that you find one that charges per placement or bills hourly at the end of the month.
• Look for differentiators – What makes each agency different? At BAM Communications for example, we guarantee our results. So even though we can’t force an editorial team to write about you, we can keep working until we deliver on our guarantees. You may find a one-man shop where all your work is being done by one person, or you may find an agency that gives you a team of 10 and can do your website design too.
• Determine what you want from your agency and have a candid conversation about it. Are you looking for all print placements? Your agency may or may not be comfortable agreeing to that. Whatever your expectations may be, make them clear.

Lastly, one of the most important elements to determining if PR is right for you is to understand its relation to sales. Yes! PR does affect sales, but it does not always translate directly to sales. That is, it is not easily tracked to sales. PR is the best thing you can do for your brand or product’s awareness and is an excellent complement to SEO. There is no way, however, to track exactly how many sales were garnered from a placement in the print issue of Vanity Fair. So if you decide to embark on a PR relationship, let your agency explain the value of awareness and make sure you’re comfortable with PR’s relationship to sales.

About the Author

Lizzie Younkin is COO at BAM Communications, a PR and marketing agency in San Diego. BAM Communications helps businesses gain credibility through communication and marketing services that meet the demands of today’s audiences including media relations, messaging, social media and more. Learn more at http://www.bamcommunications.biz