WORKING WITH THE PRESS MARKET / FAQ
A: PR is the practice of strategic communication which achieves positive, earned, third-party endorsements (other people who aren’t you praising your biz).
PR’s influence on the brand is significant, helping to position the brand in the market, shape opinions, and combat competitive threats. – TrendKite
PR is how you achieve visibility for your business and stand out in an over-saturated, highly-competitive marketplace.
Q: I want help with promoting my business, but I’m not sure if my business is one you’d typically work with.
A: We work one on one with startups and small businesses of all kinds at every stage. That includes creative entrepreneurs (like web designers, graphic artists, therapists, chefs, yogis, photographers, stylists and other maker-style businesses). We also work with experts who have made a business from offering their services to others including consulting or coaching, counseling and even teaching. Small businesses work with us to promote what they do for launches and special projects, as well as ongoing PR support to elevate their business from “ho-hum” to “HOLY WHO ARE THEY”? Whether you offer a service, sell a product, operate online, or work from a storefront, we can help you with PR that increases the visibility of your brand and business.
Q: Your signature method sounds awesome, but what do I really walk away with after working with you?
A: We help you promote your business where it matters in order to increase word-of-mouth marketing and third-party endorsements about what you do and offer. You get access to our members-only PR Pro Guide outlining internal guidance on how to promote your business, from leveraging PR opps and press wins, to turning collaborations into visibility for your business and pitching, pursuing and placing great press for your biz. You also get earned publicity – think business profiles, bylined contributions, brand mentions and interviews in your local media market, as well as national magazines, newspapers, podcasts, blogs and websites. Lastly, you get our support as your PR counselor walking you through how to manage your company’s reputation online and off from responding to comments on Facebook to finding new collaborations and vetting PR or collab ideas.
A: The concept of public relations can seem overwhelmingly inaccessible for a small business owner. PR seems reserved for million-dollar corporate brands like Coca-Cola or Nike. The idea of PR seems unobtainable, if not inexecutable. Due to it being compared with advertising, PR is maybe the most misunderstood of all marketing tools. But it’s more within your reach than you think. We’re constantly hearing and reading about the importance of building a social media following, branding a website cohesively, building a newsletter list, pushing Facebook Group growth and on and on. Unfortunately, the thing that everyone seems to be missing is a storytelling component with media outreach to traditional and modern newsrooms housing the gatekeepers of organic editorial print, online and broadcast content.
Business owners become known in their respective fields of concentration many times through public relations and the associated media generated. – Entrepreneur.com
People we’ve worked with over the years often ask us how do we know who to contact? When should I reach out to them? What should I say? Where will my story fit? Should I call to follow-up? Should I email them? How long should the email be? What do I do when they don’t respond? What if they say no? The outreach process requires a strong will and a thick skin, especially if you have no idea where to begin. Our team not only points you in the right direction, we see you through the entire pitching process until visibility is achieved.
Q: How do you measure the publicity?
A: We look at things like:
- estimated gross impressions (the amount of people who probably spotted your publicity)
- awareness and reach (audience reach, total mentions, audience, readership/viewership, etc.)
- estimated advertising value (what the earned mention would have cost if you’d purchased it as advertising)
- overall engagement (endorsements, who liked it, shared it, commented on it, etc. and what was the sentiment?)
- share and voice (competitive share of voice, achievement of key messages, etc.),
We also look at digital impact with analytics, website traffic, SEO results and impact on revenue.
We want you to earn back the value of your contract with us in media coverage for your business.
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