Overcome hiring a PR firm mistake #1
Hiring a public relations firm is an exciting time for most companies. However, sometimes, people get so enthusiastic about their product/service and story that they jump in headfirst without being fully prepared. In fact, Axia Public Relations considers hiring a PR firm too soon mistake #1 from our list of 15 mistakes companies make when hiring a PR firm.
Here are three situations where your company is hiring a PR firm too soon:
- Before you have a product
If you haven’t launched a product or it’s not available yet for members of the media to try, you may be hiring a PR firm too soon. Having a product for a reporter to touch and try adds credibility to the product and the company. Otherwise, it may seem as though the company and PR firm are misleading the media. It’s also important to have a product ready for customers to order as soon as they see it; otherwise they may not think about ever again.
You wouldn't spend a ton of money advertising a product/service that doesn't exist and that you can't deliver, so, in general, you shouldn't put too much effort into premature PR, either.
- Before you have a budget
Having a budget in place before reaching out to a PR firm is important as well. That way, you're prepared to receive a proposal from the firm. Too often, when a company approaches us about our services, they're surprised when they hear pricing for the scope of the campaign. That's because they haven’t researched and planned for the expense their PR goals indicate.
- Before you have funding secured
At times, PR and marketing directors at a company pull the PR trigger too soon – before they have funding secured for a campaign. Then, when the first invoice comes, the company can’t pay in a timely manner because they don't have access to adequate funds.
Being prepared before your company hires a PR firm is necessary for launching a successful PR campaign. As a CEO, marketing director, or communications director, you must take preliminary steps before you hire a PR firm. Otherwise, you’re hiring too soon. Avoid the three pitfalls above and be sure to read Axia Public Relations’ guide Maximizing Your Public Relations Investment before you begin your PR campaign.
Marjorie Comer is an award-winning PR professional. She graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Marjorie has worked for Axia Public Relations since October 2011. Follow her on Twitter @Marjorie_Comer. Learn more about Marjorie Comer.
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