When you have started a new business, it is only natural that you will want to raise awareness of the things that you are doing. Creating interest in your business is essential when you are first starting out, but there are many ways that you can go about this. You do not necessarily have to hire a PR company as soon as you start out.
Spending money on an external company that can help you with publicity is only a good idea when you are sure that you need it. Hiring a publicist firm too early is likely to be a waste of money, and you will feel frustrated that you are not getting the results that you want.
One of the main problems that small businesses face when it comes to publicity is that there is a huge gap in the market which could provide them with the help that they need. There are books available that you can buy cheaply which will give you a basic outline of some marketing techniques that you could use. Unfortunately, there is not much help for businesses who need a bit more information but do not want to hire a PR firm at this stage.
One solution that businesses are starting to use is to hire the services of a consultant. They will be able to give you information and guidance about the things that you can do to manage your marketing internally while your business is in the early stages. This will also include everything you need to know about handling your publicity and building relationships with the media. Most companies find that the services they receive from a consultant are more than enough to see them through until they are ready to hire a PR company.
If you are unsure about whether you need to hire a publicist or you want to handle things yourself then asking yourself these questions can help.
What Do You Want To Achieve?
You need to think carefully about what you want to achieve from your marketing efforts. Do you want to sell your product simply or are you just trying to raise awareness of your business? Your marketing should be focused on achieving these aims rather than following a generic approach.
What Products Do You Have To Sell?
Many products that you have available can also influence the decision about whether to hire a publicist. If you only have a limited number of products and you already have existing contacts that you can sell these to, you may not need any external help.
What Do You Know About Your Target Audience?
Are you aware of the forms of media that your target audience is most likely to use? If so then you may just be able to go ahead and use this media with no external help.
How Much Time Do You Have To Spare?
You also need to think about whether you have the time to dedicate to a marketing and PR campaign. If you already have a lot on your plate, then you may want to outsource this work.
What Is Your Budget?
When you are thinking about your budget for your publicists campaign, it is not just the cost of hiring a publicist firm that you will need to think about. There may be other aspects of the campaign that you are required to pay yourself such as the production of marketing materials.
There are also many other factors that you may want to think about.
– If you have previously tried to handle your publicist needs will you need to use an external company to get a different result?
– Do you know how to get the most out of interacting with the press and can you produce your press releases?
– Is your press list up to date and do you have the time to spend on establishing a good working relationship with members of the press?
– Is the writing that you produce persuasive and of high quality?
– Can you produce your video marketing for the products you are offering and will this be professional?
– Will you be able to get the most out of using social media?
– Do you have investors that are expecting so see media coverage of your business and your products?
When you are running a small business, the decision about who will manage your PR can be a difficult one to make. Your instinct may be to try and manage it yourself both to keep control and to save some money. However, if you need help with your PR and the time is right for your business, then hiring a PR company could be the best thing that you can do.