| uo;re ready to promote your company. You know the | | | | Generally, a PR company’s media contact list |
| ins and outs of your business, but you don’t | | | | will be quite a bit broader than that of an in-house |
| know the media. So what should your next move be? | | | | person, or a public relations consultant and the more |
| You can give it a try yourself (the least attractive | | | | media you’re pitched to, the greater your |
| option), hire an in-house PR person, hire a consultant, or | | | | chances of success. |
| hire a PR firm. | | | | But make sure that you pick a company that |
| All can potentially work. But as to handling your own | | | | specifically suits your needs. Unless you’re |
| campaign, you want to run your business not your | | | | looking for a firm to help you put on events, throw |
| campaign; plus unless you’ve done your | | | | parties, and handle your advertising, I suggest you look |
| homework and learned the ins and outs of pitching the | | | | for a firm that specializes in media relations. Many large |
| media, you can potentially hurt yourself more than you | | | | public relations companies offer a laundry list of |
| can benefit your company; An in-house person or a | | | | services, of which media relations is but one. If your |
| consultant can definitely work, but from my | | | | main objective is to place stories on yourself and your |
| perspective, finding an outside firm who lives and | | | | company in the media in order to effectively build your |
| breaths PR is your best bet. | | | | brand and reach your target market, you want to find |
| An outside firm can give you a new perspective on | | | | a company that eats, drinks, and breathes media |
| your campaign’s needs, strengths, and | | | | placement. You want a firm that is talking to editors |
| weaknesses. They can see your business in a new | | | | and producers on a daily basis, one that has cemented |
| light. Plus, PR is their job, they know how to pitch, they | | | | positive relationships with every level and type media. If |
| have the contacts, and they know how to place | | | | you are able to find a firm that knows its business and |
| stories in the media. Also, because they are working | | | | you're comfortable working with, this is probably your |
| with a range of clients, they have a large base of | | | | optimum choice. Now you can dedicate the bulk of |
| media contacts. Chances are the media looks to them | | | | your time to your business and hand your campaign |
| for story ideas, so you have a built in trust factor. | | | | over to a company whose business is media relations. |