PR is for small businesses and startups, too.
One of our favorite clients was a company whose owner we worked with previously at a PR agency. Because we worked together, we had all the same fundamental PR know-how; we just had about a decade more experience.
She knew exactly what she needed to do to promote her business. She understood the PR strategy she wanted to implement and the visibility her business needed for continued growth. She was completely invested in PR for her business (with the know-how to back it up) in every way except with time. Being a startup company in the fitness space, she had already committed herself completely to the day-to-day operations of her business and had no extra time to do much else, including PR and marketing. So she called us.
Just because you understand the philosophy and tactics behind a PR effort, doesn’t mean you can implement the strategy effectively on your own. Whether you’re facing time limitations or just the decades of experience it takes to confidently execute well, the Press Market team might be the PR partner you’re looking for.
But if you’re still not sure, here’s how you can tell. Working with us one-on-one might be for you if…
+ You just don’t have the time to commit to doing your own PR.
+ You feel ill-equipped to execute well and you want it done right and done right the first time.
+ You don’t want to miss any really important opportunities with a DIY PR misstep.
+ You don’t know the first thing about PR and you need a PR strategy built from the ground, up (we have a course for that, too!).
+ You don’t know where to start, but you know you want to get started right away.
+ You can’t afford to hire a big PR agency and all their billable hours you need to make it worthwhile (you’re not alone).
+ You’re looking for someone with established media contacts nationwide and the experience to match.
Even if you’re ready to work with us, you might still have questions about what your business gets with a PR push and PR counsel, as well as if it will really make a difference to move your business forward. We know PR makes a big difference for startups and small businesses, and our numbers speak for themselves.
PR has undeniable ROI.
PR offers the highest value to brands because of its ability to build and grow trust through authentic, third-party endorsements (that’s when someone else says you’re awesome, rather than you telling people you’re awesome).
Traditional paid media typically yields conversion rates of one percent or less (crazy, right?). That means while some companies are sometimes paying hundreds of dollars per lead, the effective rate they’re paying for clicks can be up to $20, and even then only about 1-2 percent of leads are qualified. That’s a big investment for a small fraction to turn into sales. In fact, companies employing earned media marketing save over $14 dollars for every new customer acquired.
When compared to the average one percent conversion rates of traditional paid media, companies that replace or supplement their paid media efforts with trusted, highly effective PR see at least a 10 percent increase in leads with a more than 15 percent increase in conversion rate and quality of leads.
A higher return is possible with PR because an investment in earned media means building a relationship directly with customers while identifying, empowering and leading brand ambassadors to spread word-of-mouth for your company.
The very nature of PR not being a pay to play effort makes earned placements more meaningful and powerful in market.
Earned media has staying power.
Living in a world of “pay-to-play,” PR consists of entirely unpaid endorsements and placements.
PR might include features, stories, expert quotes positioning you as a thought leader, organic (unpaid) traffic from search engines, online reviews via word of mouth and more – completely earned. And it’s more valuable than ever.
Because you didn’t buy them, they tend to be more trusted. Because of the growing reach of earned media, those endorsements are reaching more people than ever for longer periods of time than ever giving brands greater impressions with significant reach and frequency.
In addition, a vast majority (94 percent) of consumers are seeking out and clicking on organic content instead of paid ads and content. One study found that 68 percent of consumers find online ads annoying (including us). Given the powerful search engine benefits of organic (unpaid) content, earned media is a meaningful force in the online visibility game.
It is also worthy of note that 4 out 5 consumers have changed their minds about a recommended product or service due solely to negative information found online. The reality is, PR isn’t just about features and rainbows. Sometimes your brand needs experienced counsel managing a tough review or a negative comment, or several negative comments. We’re not afraid to get our hands dirty and we’ve managed crisis communications responses and strategies for brands big and small. It’s not the fun part, but it’s nice to know you’ve got someone on your side who knows what they’re doing in that department.
While we believe PR should be an integral piece in your company’s marketing mix, it doesn’t mean that other forms of media should be ignored or forgotten. We talk about our signature PR blend here and highly recommend all companies employ PR in tandem with other marketing, digital and content efforts for the best possible outcome.
How long does this really take?
Here’s the short and simple answer: 60 DAYS (usually less).
We tell new and prospective clients that we typically nail great press and collaborations within two months or less. Typically, far less. We actually secured more than $80,000.00 worth of press for one client within the first week of working together. For another, we landed more than $100,000.00 in the first two weeks of our contract. PR is a strategy for savvy businesses who are patient, organized and trust us to know how the media works.
While we don’t ever guarantee placements (only an editor can do that), if we haven’t gotten your business good media coverage or facilitated great PR opportunities on your behalf within 60 days, one of two things might be happening:
We might not have a newsworthy article. If it’s not timely, relevant, original or compelling, journalists might not see the need to cover it. As former journalists, we’ll usually be able to tell you that way ahead of time and avoid a headache for all. Years of writing and pitching has taught us excellent news judgment. The journalists we work with rely on us to vet story ideas before pitching them so we’re not wasting anyone’s time. If you don’t have something newsworthy, we’ll tell you upfront.
We’re unable to share your narrative to the right contacts. It’s important to understand that the outreach strategy we propose for your company is the one we feel will be the most successful based on what we know journalists are looking for in each industry. If you have a business that straddles two or more industries (for example, food and health, or craft beer and tourism, or wedding and photography), we’ll devise a plan that targets specific PR opportunities considering the big-picture value of what your business can share with a specific beat.