Public relations professionals are a defensive lot, and for good reason: With a sullied reputation for being, as they say in finance, market makers between clients and media, the value they generate for the fees they charge is not often seen or recognized.
Here are five reasons why PR adds value:
1. Doing it yourself doesn’t pay. Public relations is not a do-it-yourself project, nor something to take on without guidance and support. There are some things best left to professionals, particularly those both immersed and versed in the world of media and public relations. Pilots are trained to fly airplanes, not you.
2.The message is the medium. Journalists and producers are generally nice people, and they may well talk to you. But what’s your message? What are you trying to say? Having a professional who knows how to tell your story – and place you in stories that make sense for you, your firm and your brand – and in front of the right audiences for you, is the better way.
3. Hitting the right target audiences. While the message is the medium to work with, it only works if you’re targeting the right audiences for you, your firm, your product and your brand. Being on the front page of the Wall Street Journal might seem like the ultimate PR target, but not if your audience doesn’t actually read it.
4. Four hands (or more) is better than two. Everyone knows a little extra help can go a long way. Few think of public relations as part of that. From social / digital media monitoring and outreach to content writing and support to proactively or reactively fielding media inquiries, a PR team can help with all your communications – and let you get back to your day job.
5. Because the court of public opinion is harsh. Having experienced counsel to help navigate both the good and potentially bad is what public relations is all about: making sure the message – the right message – gets in front of the right people in the right way. Having a public relations professional at hand to help navigate what hopefully will mostly be good PR is a worthy investment. Not having one? Again, would you go to court without a lawyer?
Bonus Advice:
6. You may not have social media or think it's relevant to your communications, but social media may end up having you, if it hasn't already. Social media is a great tool that can be used to engage your target audiences and manage your firm or your brand's reputation. However, it has become the proverbial, modern-age soap box: anyone and everyone now has the power to talk about you, and how you handle these engagements will be on display for the world to see. Again, leave it to the professionals. Let your PR firm manage your online presence and communicate your message in a way that best represents you and your company.
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