PR can be an invaluable part of the marketing mix or it can or it can be a complete waste of everyone’s time and money. So what are the things to look out for when considering PR for your company?
• Agency or in–house?
Cost is the biggest consideration when deciding whether to outsource your PR. Most PR agencies charge a monthly retainer and you’ll need a hefty budget if you want a good agency delivering relevant results. So if you have the budget, a good agency can offer a level of experience and influence difficult to rival in- house, although the focus and commitment from a dedicated employee is hard to match. You pays your money and you makes your choice.
• What to look for
Outsource or in house what sort of person or team are you looking for? Knowledge and affinity for your brand or company is essential. A willingness to research thoroughly (both your company and titles and journalists) is also very important in the digital age it’s not just enough to rely on just traditional mediums – PR must know now encompass online media channels also.
• Strategy
Make sure you discover the angle behind your story or business, without it no-one will be interested. A human angle is usually more powerful than simple product
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Used effectively, with either the right agency or staff, PR will be a powerful addition to your marketing arsenal.
