How Does Public Relations Work
The world of public relations may seem glamorous, from exclusive events to rubbing elbows with some of the most influential people around the world. Indeed that can be true BUT what many don’t see is the amount of work that goes into it on the back end. For the most part public relations involves a whole lot of researching and connecting the dots. You have to be able to pivot with the times and things are changing on a daily basis.
Publicists work within many different industries and with multiple clients. Each industry and client has their own specific needs and protocols. So it’s important that before you hire a publicist you know what you’re getting into.
1. Know Your Niche To Know Your Publicist
There are many industries that publicists work in. You have entertainment (which is the space our agency falls into), healthcare, finance, non-profit, sports, music, fashion, crisis PR, and the list goes on. You first must know which industry your business falls within before you search for a publicist.
2. Monthly Retainers or By Project
Most publicists or PR agencies will work on a monthly retainer. There will be some that are willing to take on clients by project. Here’s something to keep in mind, if you want a publicist to travel with you on an ongoing basis there will be an additional fee here. It can get quite expensive because not only are they there to support you but they are also seeking for opportunities that can help further your brand awareness.
3. Public Relations Isn’t Just About Pitches
Long gone are the days where you send pitches via a fax machine. In fact today, pitching isn’t the only thing that publicists do. Many of them come up with creative campaigns while utilizing their rolodex of contacts. Campaigns can vary from social media to in person events or even brand partnerships.
4. It’s Not About Press Releases
Yes your publicist can and will write up press releases but it’s no longer the core of what they do. Press releases can help you on a smaller scale but overall you need to use creative ideas and strategies to get your business/brand out there.
5. Getting You Front and Center
Your publicist’s goal is to make sure you are front and center whether it’s in the press or at an event. They already have a working rolodex and most times they know who to connect you with.
6. Public Relations Won’t Make You Famous
This one is worth mentioning. Too many people assume that a publicist will make you famous overnight and the hard truth is, No they won’t. Public relations is a long game not a get rich quick scheme. It takes time to build up a brand. The other false assumption is that your publicist will get you onto major global press overnight. That is also not true. Press and media have a different set of rules that don’t necessarily align with what you want. Journalists and press are concerned about reporting the facts, not about how wonderful your business is.
Before you decide if you need a publicist you have to get clear. Everything is about timing and whether or not you have something that your publicist can work off of to further build your brand awareness. If you are just starting out and 1 month into your business you may not be ready for a publicist just yet. But if you have gained some momentum and traction with your brand there can be a good chance that a publicist is needed.
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