Praxis Communications, Inc.

MANAGING AN EFFECTIVE PUBLIC RELATIONS PROGRAM
Challenge:
Few would argue that media relations isn't a powerful lead generating activity. Press releases, articles, sidebars, and case studies on technical subjects distributed to trade magazines have historically yielded a much greater return on investment than traditional paid advertising. Today, our press releases are showing up on an increasing number of electronic venues, including the trade journals’ own web sites, paid directories, e-mail news briefs, and the like. We see more and more of our clients’ news items showing up in Google searches in the most unlikely places. Public relations’ contribution to brand-building is enormous. Coupled with a well-orchestrated integrated marketing communications strategy, PR accelerates a company's program to create both immediate inquiry generation and long-term brand awareness. Also, a well publicized company will attract better recruitment candidates, and make their employees feel better about where they work.

There are two problems with public relations, however: 1) getting it done; and 2) measuring results.

Solution:
Getting around Problem 1: Rarely have we found a client equipped and sufficiently staffed to conduct their own in-house public relations program. Everyone is too busy doing what they were hired to do. Realistically, the best solution is to hire it out. Find a marketing or PR firm that knows your market (or is a quick study), and can demonstrate an ability to overcome the obstacles to sustain an aggressive PR program of regular news releases, articles, and case studies.

Getting around Problem 2: Results can be measured in a variety of ways, but they're not all “hard numbers.” The best answer to this is to encourage a culture of patience. Too many clients give up after issuing a couple of press releases, complaining that they “didn't produce any real leads.” The best value is in the long-term brand preference that good press produces. A great reputation goes a long way to justifying a premium price for your goods and services. It'll make your sales staff's job easier if they know that the folks they're pitching already have a preference for what they're selling.

Getting it done:
  1. Assign a public relations champion within your organization who can manage the program, identify the topics, and inspire good contributions from your staff.
  2. Define the goals you expect from a realistic, sustainable public relations program. Interview several agencies to find out if your perceptions match up with their skills. Hire the agency you feel is best suited to your needs and market expertise.
  3. Support the effort by encouraging your staff to contribute. Consider these incentives: 1) Pride of authorship; 2) A modest gift or monetary reward.
  4. Give the program time to develop. Don't stop after three or four months.
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