For a lot of, public relations (PR) stays a mysterious and imprecise time period used interchangeably with advertising and promoting or is misused as an abbreviation for press releases. Whereas public relations work together with advertising and promoting and might embrace occasional press releases, it’s a holistic strategy to constructing a constructive public picture earned by the advantage of who you’re, what you stand for, and the way it impacts the world. When achieved proper, there’s nothing extra highly effective than PR for elevating consciousness of your model, delineating you as a thought chief, and securing a legacy that can stand the take a look at of time.
My identify is Sarah Parsons, I’m the founding father of Sarah Parsons Media, a multi-award-winning impartial PR agency primarily based in Los Angeles that works with purchasers within the arts, leisure, and entrepreneur areas.
Over the previous 6 years, I’ve been honored to be the publicist for change-making entrepreneurs and enterprise homeowners, a few of who had by no means achieved PR earlier than. Working with purchasers in the actual property, teaching, superb artwork, health, well being, magnificence, and music industries listed below are the 5 indicators that PR could also be a superb match for you:
1. You Have a Distinctive Founder’s Story… and You’re Not Afraid to Share It:
If there’s one by way of line in each nice PR marketing campaign, it’s that they convey nice tales. When potential purchasers first hear this they’re fast to discredit their very own experiences and experience, evaluating themselves to already established manufacturers or thought-leaders dominating the market. Nevertheless, within the final six years, I can let you know that each shopper I’ve labored with has had a novel story; the important thing was that we simply wanted to uncover and refine it collectively.
When contemplating whether or not PR is an efficient match for you or your model, it’s important to be trustworthy about who you’re, and the place you’re coming from together with your viewers. Equally vital is evaluating whether or not or not you’re snug with being seen in that manner earlier than you begin working with a publicist.
Whether or not you’re trying to be the face of your enterprise or startup or to face out as a thought chief in your trade, evaluating whether or not or not you’re able to step into that area of elevated visibility, that requires transparency and duty, is the 1st step.
A great way to asses that is to do what I name “story mining”. By yourself, dedicate a while to look at your story, wanting again at life experiences, profession and private highs and lows, accomplishments, {qualifications}, and classes you’ve discovered alongside the best way. Whether or not or not they appear straight associated they’re part of your story. Subsequent gauge how snug you’d be probably sharing and proudly owning these components of your story. This isn’t to say they are going to be coated in your first interview and even in any respect, however these days the place transparency is so extremely valued it’s vital to start with being clear with your self. After you have this understanding of your self you’ll be able to share this together with your publicist to map out distinctive, helpful, and fascinating angles for you and your model to face out.
2. You Have Time to Make it a Precedence:
Probably the most frequent pitfalls I’ve seen new purchasers fall prey to is that they put PR on the again burner. An awesome publicist and shopper relationship is proactive, communicative, and strikes rapidly.
In our present world information is being delivered continually, in consequence, meaning whenever you’re working with the press issues transfer extraordinarily quick. Journalists, reporters, producers, and editors depend on credible info that’s obtainable rapidly. That interprets into you as a supply being keen and obtainable to the press when wanted.
I’ve witnessed and helped purchasers with zero PR expertise or earlier press protection scale their visibility within the public eye with options and mentions in important and reliable media shops as a result of they made being obtainable to the press a precedence.
So earlier than you embark on a PR journey get trustworthy about whether or not or not you’ve gotten the time. Is it going to be you or a devoted spokesperson in your workforce interacting because the skilled supply? Ironing out these particulars and dedicating that point to be obtainable when the media comes knocking is significant.
3. You Have a Function:
Whereas some are claiming the age of the influencer is on the decline one have a look at any of our social feeds reveals in any other case. Social media has introduced democratizing to leisure in highly effective and typically even constructive methods. Whether or not you’re in love with it, overwhelmed by it, or detached to it one factor stays true – the influencer and wannabe influencer area is oversaturated.
One factor that units true thought leaders aside is that they have a objective and mission far greater than fame for its personal sake. Whether or not or not it’s by way of an initiative your organization helps or begins, a pledge you’ve made to your neighborhood, or the product or resolution itself the mission of getting a significant “why” that brings worth to others behind your PR efforts makes all of the distinction on this planet.
For some, this may increasingly appear apparent, however for others, it could be second to searching for the limelight PR can convey. Get trustworthy about your “why” and share that together with your potential publicist/PR workforce to see whether or not or not you’d be a superb match for each other.
4. You Have the Finances:
It could be apparent but it surely bears stating that in case you don’t have the finances for PR then it isn’t a superb match for you at the moment. PR is a lengthy recreation, you’re not going to see success in case you’re not keen or unable to commit at the least 6 months to a 12 months in the direction of your marketing campaign.
In at this time’s PR panorama, “assured placements” are flooding the inboxes of thought leaders, corporations, and enterprise homeowners at an uncanny fee. These alternatives promise issues comparable to being listed as one of many “Prime 100 Feminine Enterprise Homeowners” or that includes you on the duvet of a distinct segment on-line publication. Whereas these could seem to be shortcuts to constructing your public picture, I strongly warning you towards these “placements.”
Why? As a result of PR is earned, not purchased and paid for. The worth of PR is predicated upon the very fact it’s earned primarily based on the advantage and worth of the story/angle or experience you convey to the desk. Because of this, it will possibly by no means be assured. Some of these “assured alternatives” are merely ads in disguise. Promoting is a crucial a part of your advertising marketing campaign, however it isn’t the identical nor does it take the place of PR.
5. You’ve Obtained the Observe Report to Again it Up:
With so many issues being on the spot in our fast-paced world it may be tough to dedicate the time to collect the required experience or construct one thing helpful, however relating to crafting a stand-out PR marketing campaign placing your 10,000 hours in actually does matter.
Briefly, have you ever really earned the title of being hailed as an trade Professional or Thought Chief? Do you’ve gotten the credentials, testimonials, work historical past, and expertise to again that up? In the event you’re specializing in PR for your enterprise or firm, do you’ve gotten spectacular and sharable numbers, information, and case research to face out? Be brutally trustworthy with your self right here, that doesn’t imply get down on your self for belongings you’re nonetheless engaged on or haven’t achieved but, and don’t overestimate the worth of issues both – simply take inventory. Make an inventory. In the event you’re not there but, that’s okay. Maintain placing within the hours, the day will come when the timing is true and also you’ll have the experience and expertise essential to assist you moving into the general public eye.
Having the monitor report, information, and expertise to again up a newsworthy standing is vital; it helps a Thought Chief or firm stand aside from the group, even when it’s their first time doing PR.
Public relations is a strong technique to elevate you and your model within the public eye, however you will need to consider whether or not or not you’re prepared earlier than you dive in headfirst. Utilizing these 5 indicators to gauge whether or not or not it’s the fitting match for you or your model is a superb technique to determine if PR is a “right-now” exercise or an “sooner or later” exercise.
Sarah Parsons is an award-winning publicist and the Founding father of Sarah Parsons Media.
After spending a number of years as an govt at a number of LA-based start-ups, she based Sarah Parsons Media in 2021 to reimagine PR from a holistic, story-based strategy. Inside a 12 months of its founding, Sarah was the lead publicist and affiliate producer for the hybrid movie ‘Night time, Mom.’ The movie and its media marketing campaign obtained a Webby Award, 3 Anthem Awards, a W3 Award, 3 Communicator Awards, a Telly Award, and a NAMI Media Award; it screened on the official Stage32 Seaside Social gathering for the Cannes Movie Pageant.
A passionate advocate for the ability of tales, Sarah launched the ‘Share The Highlight’ Initiative to offer PR scholarships to spotlight marginalized voices. Since its inception, the press placements have surpassed 2M views and positioned new changemakers in publications comparable to Forbes, InStyle, TechCrunch, and extra. You’ll be able to be taught extra about Sarah at www.sarahparsonsmedia.com