| Among the potential ingredients for the marketing mix | | | | you can think of more. Public companies will often |
| of a high tech company, Press Relations is high on my | | | | have a greater flow of releases, because they are |
| list. | | | | dealing with a dual purpose of marketing and investor |
| There's a good reason for it. It is often the most cost | | | | relations. This can often be problematic, but that's a |
| effective tactic you can use to generate leads, build | | | | subject for another day. |
| the image of the company, and create credibility that | | | | One Size Doesn't Fit All |
| helps you close more sales. Best of all, it's possible to | | | | Other questions relate to the mechanics of producing |
| do it on a shoestring budget, if you're a | | | | and placing news with the media. Should you hire a PR |
| capital-challenged startup company. | | | | firm? Should your marketing department handle it |
| Not For Every Situation | | | | internally? Should you hire a dedicate resource to |
| But of course, an active PR campaign isn't appropriate | | | | handle the PR function? |
| for every company, at every point in time. It's very | | | | There are lots of ways to handle PR and still do it |
| important to make sure that the company has its | | | | successfully. One size doesn't fit all--it really depends |
| "house in order" prior to starting a PR campaign. This | | | | upon the situation. |
| cautionary note fits into the category of you "only get | | | | The first aspect to look at is your level of resources. |
| one chance to make a first impression." So let's start | | | | PR is one of my preferred marketing activities, so I |
| by outlining when it's NOT a good time to start a PR | | | | recommend that you don't skimp in this area. But there |
| campaign: | | | | are still situations where the money just isn't available, |
| 1) The Product isn't finished | | | | for whatever reason. An outside PR firm can always |
| 2) The Product is buggy | | | | be helpful, particularly if you've never been involved in a |
| 3) No good public spokesman in the company, or one | | | | PR campaign before. But if you're in a thinly funded |
| hasn't been decided on yet | | | | startup company, don't be deterred. To be successful |
| 4) No website | | | | in PR, it's far more important to have REAL NEWS |
| 5) No marketing literature | | | | than it is to have a lot of money. (Of course, money |
| 6) No users yet (not even beta users) | | | | doesn't hurt!) So if you just can't afford an outside or |
| The basic message here is that PR shouldn't be | | | | experienced PR assistance--do it yourself. |
| started until the company and product are ready. | | | | The second thing to consider, from a campaign |
| Once you go out for PR, there's no looking back. You | | | | implementation perspective, is "how big is your news". |
| can't undo it. Maybe you've heard the old saying | | | | If it's solid, worthy of publication, but not earth |
| "There's no such thing as bad PR". Don't believe it--it's | | | | shattering--maybe you can handle it internally. At most, |
| a lie! The only kind of PR that will help boost your | | | | maybe you need someone to help with the writing of |
| business is good PR. Bad PR, and even so-so | | | | the release itself, but the potential ink isn't big enough to |
| coverage, is to be avoided. | | | | spend a lot of dollars attempting to place it. If on the |
| It's the News--Not the Product | | | | other hand the news is big stuff (with a corresponding |
| In addition, it's not really possible to do a "small PR | | | | large potential payoff), it's really a good idea to hire an |
| campaign". You can't test PR like many other | | | | outside firm or an experienced inside resource, to |
| marketing programs. It isn't advisable to go out to a | | | | maximize the potential. |
| couple of publications with a press release to "test the | | | | Next, how big is your market? If you are in a large, |
| water", and see if you get some positive coverage. | | | | horizontal market, with a large number of bigger |
| The problem is that once you do that, your important | | | | publications--that points to the need for a more |
| announcement is no longer "news" to other publications | | | | professional effort. Contacts with the editors are |
| that may have provided coverage. You see, the | | | | critical in this instance, and an experienced PR |
| "product" that publications are interesting in getting from | | | | professional can be worth their cost many times over. |
| you is THE NEWS ITSELF. Once it's published in | | | | If on the other hand your market is a small vertical |
| another publication, it's no longer newsworthy to others. | | | | niche, a PR professional may not be money well spent, |
| Press Releases are as fragile an asset to your | | | | particularly if you have a limited marketing budget. In |
| company, as a seat on a particular flight is to an airline. | | | | this case you should be able to build and maintain good |
| They aren't static assets, but time-sensitive | | | | relationships with the limited number of editors and |
| opportunities to promote your company. | | | | writers, who are working for the fewer trade journals |
| So when you decide to go out with news, you need to | | | | covering your industry. |
| go out big. Go out as big as you can afford to, | | | | Another question, will the PR opportunity be ongoing? If |
| anyway. News needs to be timed to hit all relevant | | | | you're going to put out 2 press releases a year, how |
| publications at the same time. This is a bit challenging, | | | | you go about staffing the function is very different, |
| since you may have relevant publications that are | | | | than if there are going to be 2 blockbuster releases |
| weeklies, monthlies and even websites where the | | | | each month. So the stage of growth of your company |
| news might posted near real-time. The technique you | | | | should also help guide your tactical PR implementation. |
| use to ensure it hits all at the same time is to send | | | | Lastly, what's your business culture and style? Do you |
| your release to the long lead-time pubs first, but | | | | like to get the best outside experts and use them |
| "embargo" the release until the general release date. If | | | | when you need them, or do you prefer to hire people |
| you are dealing with legitimate journals, they will | | | | with expertise as permanent members of your staff? |
| respect the embargo and won't publish the news until | | | | Conversely, do you enjoy learning the specifics of the |
| your official release date. | | | | task personally so you can apply the knowledge |
| When PR Makes Sense | | | | yourself? If you choose to learn yourself, make sure |
| So when should you use PR as part of your | | | | you get someone with PR experience to guide you, |
| marketing mix? | | | | and serve as a sounding board. |
| 1) When announcing the formation of a new company | | | | PR is for Almost Everyone |
| 2) New Product Announcement, assuming the product | | | | Conducting extremely successful PR campaigns |
| is "fully cooked" | | | | involves many fine points and vagaries, which can't be |
| 3) Major new customer acquisitions (assuming it | | | | addressed in a short article such as this. But I believe |
| doesn't need to be secret for some reason) | | | | anyone should be able a good solid job, if they take |
| 4) Senior Employees joining the company (new CEO, | | | | the time, and put forth the effort. It's not a mystery, |
| VP Marketing, etc) | | | | and for most technology companies PR should play a |
| 5) New Partnership or Alliance | | | | very prominent role in there promotional strategy. |
| These are the major reasons that you would put out a | | | | I'd love to hear about your own PR experiences. |
| press release for marketing reasons, although I'm sure | | | | |