Dos and Don’ts for Hiring an Outside Marketing or PR Firm
-By Ruth Furman, ImageWords Communications as told to a journalist friend in preparation for a speech to branding execs -
Why You Should Consider an Outside Marketing/PR Firm
They help you draw attention to your business
That attention can be shared in your marketing/social media channels
Coverage/attention helps you earn new business
If you don’t have someone internally who can do this, outsourcing can help
1 Many Options … Who Can Really Help You?
There are PR/Marketing/Social Media (Some do all, others focus on a niche)
Consider who might be right for you. You may think you need one, but may need another
2 Determine a Budget
Ask yourself “What do I specifically need?”
Do you need someone on a project basis? Monthly/Quarterly/ retainer?
How often will I need them in a week, month, year, etc.?
3 Set Priorities
Define what a “win” is for you
Do you want to be seen on TV? Online coverage? Press release distribution? Print media? Podcasts? Sponsored content?
Do not hire outside help and bring big expectations
Note: Don’t do annoying things like the night before your event, blitz text and send alerts to all media, VIPs, influencers; don’t “spray and pray.” Instead, romance with individual invites. Help them understand why your event matters.
4 Think Geographically
Do you want local coverage? Regional? National?
When do you need it? During your slow season, busy season?
Who/whom do you want to highlight? Ownership, key employees? Community engagement?
Tie the story you want to highlight to your audience. Ask yourself: “Why should they care?”
5 Brand Layering
Explore how to tie your business to a customer, brand, or another third party to help you get more attention for your brand
Look for ways to get in touch with them and have your elevator pitch ready for why there is synergy between your two brands
Super Important: Be clear about your story and what sets you apart from others who do what you do.
The last point may actually be something to explore before you even start this journey.
Know what sets you apart and what makes you different. Even better: Know how to speak it!
