Behind the Scenes: 10 Must-Know Tips for Navigating the PR Partnership

Did you see us on the Dan Daru Show on Channel 2 - Fox 31 News? We’ve had a lot of people call to say they saw us and to ask how we got on the show. Well, that story is a little longer than a 3-minute segment (watch the full segment here) Last year we were getting burned out from social media and our usual marketing strategies. We felt that people (our clients and target audiences) were also tired of seeing the same old, same old. So... through an organization we joined we were introduced to a Public Relations Consultant. We frequently discuss the importance of third-party validation and getting other people to write our story can give us more credibility. And it does, it really does. Well, one thing led to another, and we began working with our PR Guy – Paul Suter. He came in and met with us, toured our shop and we brainstormed ideas. The stories and opportunities started coming at us full throttle. This led to the Dan Daru TV spot which was the most exposure we’ve experienced thus far, but also, the most chaotic. We’ll tell more about that in another blog, but suffice it to say... it was high, frenetic energy and a bit overwhelming. I’ll keep my day job and do not have plans to make a living on TV... Oy!

So, if you’re thinking of changing up your marketing, here are 10 things you should consider when working with a PR professional to boost publicity and your third-party credibility:

1. Define Your Goals: Clearly outline what you hope to achieve through your PR efforts. Whether it's increasing brand awareness, launching a new product, shaping public perception, or handling a crisis, having specific goals will guide your PR strategy.
2. Open Communication: Establish open and transparent communication channels with your PR specialist. Share relevant information about your organization, industry, target audience, and any ongoing issues or concerns.
3. Identify Your Target Audience: Provide insights about your target audience's demographics, preferences, behaviors, and communication channels. This information helps the PR specialist tailor their messaging and outreach efforts effectively.
4. Find the Right Fit: Look for a PR professional or agency with experience in your industry or niche. Consider their track record, expertise, and client portfolio before deciding. Ask about what type of ROI other clients have received and ask what happens if expectations are not met.
5. Develop a Comprehensive PR Strategy: Work with your PR professional to develop a strategic plan that outlines how you will achieve your publicity goals. This may include media relations, social media campaigns, influencer partnerships, events, and more.
6. Craft Compelling Story Angles: Identify unique and newsworthy story angles that will capture the attention of journalists and media outlets. These could include product launches, company milestones, thought leadership pieces, industry trends, or human-interest stories. Throw all ideas at our PR professional as you may be surprised at what is considered “news-worthy”.
7. Build Media Relationships: Leverage your PR specialist's media contacts and relationships to secure media coverage and placements. Provide access to key spokespersons or subject matter experts for interviews and media inquiries.
8. Monitor and Measure Results: Define metrics for evaluating the success of your PR efforts, such as media mentions, website traffic, social media engagement, or changes in brand perception. Regularly review and assess the performance of PR campaigns to identify areas for improvement.
9. Stay Consistent and Engage Continuously: Ensure consistency in messaging across all communication channels and platforms. Your PR specialist should work to reinforce key messages and maintain a cohesive brand image. Publicity efforts should be ongoing and consistent. Keep engaging with your audience through various channels to maintain visibility and relevance. *Even.. Gasp! Social Media!!
10. Adapt and Pivot as Needed: Be open to feedback and willing to adapt strategies based on changing circumstances, market dynamics, or stakeholder feedback. Be prepared to change your PR strategy based on evolving circumstances, industry trends, or feedback from your audience. Flexibility and agility are key to staying ahead in the public eye.
11. Budget and Resources: Allocate sufficient budget and resources to support your PR initiatives effectively. Discuss budgetary constraints and resource availability with your PR specialist to ensure realistic expectations and outcomes.

By working closely with a PR professional or agency and following these steps, you can effectively leverage publicity to increase awareness, credibility, and engagement for your brand or organization. Maybe you’ll even get your own feature on the news, but you will never know without testing different marketing strategies. Did our blog inspire you to carve out a public relations strategy? Let us know how your new marketing plan and PR work out. We’d love to share your success story. ---------- Quick Summary: Leveraging Public Relations for Business Credibility When social media starts to feel like "the same old, same old," Public Relations (PR) can provide the third-party validation your brand needs to reach the next level. Our recent feature on the Dan Daru Show (Fox 31 News) showed us firsthand how powerful media exposure can be. While TV spots are high-energy and frenetic, the credibility gained from an outside source telling your story is unmatched. Tips for a Successful PR Strategy: -Define Clear Goals: Know if you are aiming for brand awareness, a product launch, or crisis management before you start. -Find the Right Industry Fit: Work with a PR professional who understands your niche and has a proven track record of delivering ROI. -Identify Newsworthy Angles: Don’t be afraid to brainstorm. Company milestones, unique projects, and human-interest stories are often more "news-worthy" than you think. -Build Media Relationships: Leverage your specialist’s contacts to get your brand in front of the right journalists and influencers. -Consistency is Key: PR isn't a one-time event. Maintain a cohesive message across all platforms—including the social media channels you might be tired of! -Measure and Pivot: Track your results through media mentions and website traffic, and be ready to adapt your strategy as market dynamics shift. SEO Keywords: Signarama Brighton Fox 31 News, public relations for small business, building brand credibility Colorado, Dan Daru Show features, Brighton CO business marketing tips. Is Your Business Ready for the Spotlight? Stepping out of your comfort zone and into the public eye can transform your business trajectory. Whether you're looking for a PR boost with these tips or just need the high-impact signage to look your best when the cameras arrive, we’re here to help.