Opinions expressed by Entrepreneur contributors are their very own.
If you happen to’re constructing a model and attempting to get acknowledged as a thought chief in your {industry}, likelihood is, you realize what it is prefer to really feel as if you are speaking to a brick wall. There is not any denying that each model, new or established, is trying to increase its publicity and attain a wider viewers.
Whereas natural and paid media have their time and place, there’s positively one thing about leveraging trusted media platforms by means of Public Relations (PR) that adjustments the sport.
Whether or not by means of revealed articles on conventional media shops, or interviews on unbiased media reminiscent of podcasts, PR has constructed a repute as a great tool for manufacturers to ascertain credibility and enhance visibility. However I have been across the {industry} lengthy sufficient to know that it additionally tends to get a foul rep
So, to make sure you’re not misled, preserve studying to find a number of misconceptions about PR that might be limiting your model’s success — and the reality about how PR actually works.
Associated: The three Incorrect Perceptions That Each Enterprise has About PR
False impression #1: “You want to be well-known to get featured as an skilled.”
One widespread false impression about PR is that it’s worthwhile to be well-known to get featured as an skilled. Nonetheless, this could not be farther from the reality. The reality? It is not all about fame.
Actually, journalists and editors are consistently in want of certified consultants to cite of their articles. A journalist can’t declare something with out proof or an skilled opinion. For instance, in the event that they’re writing a couple of Vitamin B complement for eye care, they might reference an skilled, reminiscent of an Optometrist, and the skilled physique they’re related to as an alternative of claiming it’s good for eyes.
It does not matter when you’re a well known celeb or a little-known {industry} insider — so long as you’ve the precise {qualifications} and experience on the subject at hand, you’ve an opportunity to be featured as an skilled.
There are additionally instances when journalists and editors want to seek out one go-to skilled for a particular subject, so there is a chance of turning into that go-to skilled. I’ve seen it occur with a few of my PR shoppers! That mentioned, many skilled journalists and editors will demand a various vary of consultants, highlighting the continued want for contemporary featured consultants.
The important thing to getting featured is to discover a author or editor in want of your experience, construct a relationship with them, and be there on the proper time and place.
False impression #2: “PR requires an enormous funding”
One other false impression about PR is that it prices a ton of cash. Whereas this may be true typically, it isn’t a tough and quick rule. The price of PR might be influenced by numerous elements, together with the enterprise mannequin of the PR company you are working with and the media protection you search.
For instance, some PR companies function on a retainer mannequin the place you pay a set quantity every month with no ensures — which I consider to be outdated. This may be problematic, costing tens of 1000’s of {dollars} month-to-month with out assured outcomes. In my view, this must be revolutionized within the {industry}.
Pay-to-play is one other mannequin that is rising in reputation. In distinction to earned media, the place a PR company secures publication placements free of charge by appearing as your consultant, this mannequin is utilized by PR companies who, as an alternative, act as a reseller of the commercial area. This may be costlier, as you pay for every bit of media protection you obtain. The general public additionally does not know concerning the nature of this paid mannequin, which presents undisclosed ads usually delivered as editorial articles — and a bit of grey space when you ask me.
A greater different is the earned media mannequin, which my company largely operates with. As an alternative of paying for the publication, the main target is on constructing relationships with journalists and different media professionals.
The important thing to that is approaching publications nonetheless within the enterprise of attracting guests and readers, disclosing ads and never being profitable from their contributors. This mannequin is essentially the most inexpensive as you’ll be able to both do it your self without charge or pay a PR company for the only real service of creating the connection.
Associated: 5 Cheap Methods to Do PR for Your Firm
False impression #3: “You want to be properly linked to get began”
Opposite to fashionable perception, you do not must be well-connected to get began in PR. Whereas it actually helps to have connections within the {industry}, it isn’t a requirement for achievement.
Constructing relationships with journalists and different media professionals is a key a part of the PR course of. So, even when you do not have current connections, you’ll be able to nonetheless achieve PR by constructing relationships and discovering the precise match from scratch.
And bear in mind, journalists want media consultants! With the belief of their viewers on the road, they can not miss a day. If you realize the hustle of making content material, you’ll be able to think about the hassle it takes to create a number of fact-checked articles constantly each day. Excellent news for you: they’re looking for good content material and folks offering this. The identical goes for podcast hosts that launch commonly.
Many on-line instruments for connecting with them, together with social media, electronic mail, and personal channels. Many journalists and podcast hosts publicly share an electronic mail the place they need to obtain pitches. You need not know individuals beforehand to make the precise match. All of the assets you want are at your fingertips.
Associated: Why Your Advertising and marketing Group Ought to Be Journalists
Whether or not it is conventional or unbiased media, native industry-specific or nationwide media protection, getting featured might be accessible and profit each model — irrespective of the price range, current connections, or fame.
Do not let the myths about PR maintain you again. Take into account PR that will help you exponentially develop your model by boosting your publicity, establishing credibility, and increasing your viewers attain.
