I'm Not Able To Invest In A PR/Publicity Campaign—Am I?

I'm Not Able To Invest In A PR/Publicity Campaign—Am I?

I frequently come across the following statement from entrepreneurs, small business owners, and inventors: "I wish we could afford to hire someone to launch our publicity campaign professionally, but I guess I'll just have to do it myself."
I've been doing an informal study among entrepreneurs and business owners who have approached me regarding my services over the past few months. I've discovered that many firms tend to overestimate or overbudget the expense of a potential PR/publicity campaign because they lack information or expertise in the area. "How much do you think it will cost to launch a solid, effective PR/publicity campaign for your product/business?" I asked them during our PR consultation. Among the 102 persons I've questioned:11% - Believed a high-end PR campaign would run over $10,000 a month.32% - Believed that a paid PR campaign would run them between $5,000 and $10,000 a month.39% - Believed that a paid PR campaign would run between $3,000 and $5,000 a month.12% - Believed that a high-end PR campaign would run between $1,000 and $3,000 a month.6% - Believed that a paid PR campaign would run less than $1,000 a month.

In actuality, a publicity/PR campaign can be obtained for any of those budgets. The important questions are what you get for your money and how successful the campaign will be. It is accurate to say that you get more for your money. However, obtaining the greatest amount of media attention does not necessitate hiring the priciest PR firm or expert.
It's a good idea to associate yourself with a PR company that most closely matches the scale of your own enterprise. Their fees will typically be comparable to your planned PR expenditure. It is not necessary to engage a high-end PR agency with numerous personnel if you are a small business owner with two staff members. Look for a PR company whose office size and competencies are similar to yours.
As an example, a few miles from my office, in a gorgeous building downtown, is a huge PR agency. To be honest, we don't even compete with one another; in fact, we have even recommended clients to one another. Why? They usually handle campaigns with monthly budgets of about $10,000 and collaborate with big businesses. My company works with smaller companies and people; a PR/publicity campaign with us would cost roughly $10,000 for a whole year, not just a few months. My company and the downtown firm handle PR campaigns in a similar mechanical way: months of media relations (article placements, interview scheduling, media request fulfillment, clipping/tracking of media placements, etc.); expert media release composition; comprehensive media market research; articulate personalized distribution to the media.
Joining a large firm does not guarantee that your campaign will be handled by an experienced colleague. Are you therefore receiving value for your money? I received the following breakdown of billing fees in his office from a friend of mine who works at a big PR firm:Junior executives and interns are paid $75 per hour; they have very little to no professional experience.Account Executives: $100 to $125 per hour (with 1-3 years of expertise in the field)Senior account executives have several years of professional expertise and bill between $125 and $200 per hour. decision-makers inside the agency.)

Compare those costs with those of several tiny PR firms or lone PR experts. After years of experience in the field, several have launched their own PR companies, charging between $50 and $100 per hour to handle the launch and upkeep of your campaign. For less money than the "Intern/Junior" executive pay at a downtown company, you can frequently get an experienced public relations veteran who will work closely with you and your team.
One piece of advice, though, is to make sure the smaller firm or individual you choose to handle your PR has the same resources as the larger agencies: up-to-date media lists and contacts; tailored media distribution capabilities; expert clipping/tracking services to obtain copies of all of your media placements (articles, tapes from TV/radio shows); and the intangibles, such as skilled media relations and communication as well as skillful pitching. If they are less expensive, but lack the resources to support you optimally, you're probably better off investing a bit more cash to ensure the proper launch and upkeep of your campaign.
Hiring a professional (a PR agency or individual specialist) to start your campaign has the following main advantages:Effective Campaign Execution: A lot of PR initiatives fail primarily due to poorly written or pitched campaigns. Inadequately crafted, excessively commercialized press releases; careless, misguided bulk emailing of the release pitch; absence of follow-up media relations/fulfillment of media requests, etc. Make sure you leave a positive impression on the media as it will be your first and last.Media Contacts: Over the course of several years, the majority of PR firms have developed a number of media contacts that can result in better and more numerous media placements for your campaign. Gain from having their foot in the door.Efficiency and Effectiveness: PR experts and agencies work eight to twelve hours a day, seven days a week, to produce publicity. They are well-versed in the ins and outs, as well as the tricks and shortcuts that allow them to do tasks more quickly and efficiently. Sure, you could perform plumbing or drywall installation yourself, but do you have the necessary equipment, time, and experience to do it affordably? "You do what you do well, I'll do what I do well, and together we'll move this business further up the ladder," is what I constantly tell my clients.

When selecting a seasoned PR firm or individual to collaborate with, keep in mind that paying more for a campaign doesn't always translate into greater outcomes than spending less on one. Furthermore, the opposite is also true. Many "low-cost PR/publicity services" have started to appear online throughout the last year or two. those who advertise that they can produce and publish a press release for as little as $99. They are inexpensive because, to be honest, a lot of them are of poor quality. Larger does not always equate to better, and inexpensive does not always equate to a good deal.
You should absolutely start and manage your own campaign if you have the time, resources, and ability to do so. If not, there are several public relations/publicity agencies, experts, and resources available. Look around to locate someone whose charges and services align with your business strategy. Many company owners, entrepreneurs, and innovators discover that they simply cannot afford to undertake a PR campaign after learning more about their choices.
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