July 5, 2010

But can you handle it? Once you sign with a PR agency – whether it’s a large firm, boutique agency or 1-man shop – it’s not over for you. Bringing PR into your brand’s equation is not only an investment on your budget, but on your time as well.

So before thoughts of media stardom start swirling through your head, be sure you can answer yes to the following questions.

1. Do you have a budget? Remember, just as with most things in life, you get what you pay for. Well, PR is no exception. Most PR agencies work on monthly retainers which are required up front. Rates? Can go anywhere from $1000/mo – $10,000+/mo depending on the agency/firm and the scope of your brand or project. Oh and forget about pay-per-placement. Given the time intensity and consistency of media outreach, you will be hard pressed to find any publicist (even newbies) to work on anything besides a monthly retainer or flat project rate.

2. Do you have a website/e-commerce presence? I think (I hope) having a website goes without saying, but if you’re a brand seeking PR these days, having an e-commerce presence (whether it’s your own e-commerce or through an e-retailer) is crucial in not only securing press, but in getting you revenue. While getting into stores is of course absolutely great, sales are limited to that store’s particular region. Having an online sales presence, meanwhile, opens up your product to consumers everywhere (well, so far as you’re willing to ship). As far as media is concerned, with the power of the blogosphere growing by the day, online media is a huge and influential area of opportunity for exposure. The catch? They won’t run you unless they can link to you. If you’re expecting online press you must have an outlet, online, where consumers can buy your product. It’s all about instant gratification my friends. Don’t have a website? Get one. Don’t have e-commerce and/or an e-retailer? Make it a priority.

3. Do you have visuals? A picture truly is worth a thousand words when it comes to promoting your brand. I cannot stress enough how important it is to invest in quality photography before seeking out any kind of PR campaign or project. For example, if you’re a fashion designer, you need to provide your PR agency with not only images of your line on-model, but off-model as well (known as “product shots”), in addition to your logo, headshot, and of course Look Book. And don’t forget all images must be in high-resolution (300dpi). Trust me when I say DO NOT skimp on visuals. They can make or break the promotion of your brand.

4. Do you have samples? Fashion and accessories designers – be prepared to loan at least 1 full set of samples to your PR team, and most likely give or “gift” additional samples to select media throughout the course of your PR outreach. Beauty and lifestyle brands – media will typically only write about you if they can try the product first, so be prepared to have plenty of inventory on hand for your PR team to consistently send out to press. And no – samples sizes (with some exceptions) won’t cut it. Hair salon, spa or other service? Be prepared to offer comp treatments and services for editors and media to try out. All said – we know every time you send out a nonreturnable sample or provide a comp service, it’s money out of your pocket. Your PR team will be screening all sample/service requests to assess which ones are worth committing to, and which ones aren’t.

5. Do you have time? Are you accessible? PR isn’t something you just hand off to an agency and your part is done – it’s a collaborative process the whole way through. Before investing your budget into PR, make sure you can be available on a moment’s notice to approve a press release, take a media interview, overnight samples to a shoot, get us a high-res image, etc. Media requests are always urgent and usually require action day-of, overnight or even within minutes. Most requests, of course, your PR team can handle, but there will be requests where we need you – and you must be available. Saying “no” or “I can’t” to an editor is like flushing your PR budget down the toilet.

6. Do you have patience? Contrary to many an opinion, PR is not magic. Publicists don’t just wave magic wands and poof – you’re in the next issue of Vogue. We know that PR is an investment and that you want to see results right away. PR, however, is a strategy of consistency and patience, and you must be in it for the long haul to see effective results. Those coveted magazines you want? They work on 3-6 month leadtimes. Meaning if you sign with an agency August 1st, the soonest you could possibly see anything come out in a monthly mag would be November – and that’s not to say that you will have a hit in November. Maybe the editor wants to hold onto your product until December when they’re already running a related story, or maybe you were slated for November but at the last minute the story got pushed back to December, or even January. Yes, you will certainly see press hits come out much sooner in short-lead media like blogs, newspaper, weekly magazines, etc, but you get my drift. Rule of thumb in PR is 6 months to see effective results. Patience is a virtue.

7. Are you realistic? Once again, we’re publicists, not magicians. If you go into a PR relationship thinking your product will be in every major magazine and morning show – think again. What we do is get your story to the right people. What editors do with that information is out of our hands – we can’t make Oprah Magazine write about you, just like we can’t make The Today Show run a segment with your product. That said, our job is to consistently pitch you to every media outlet under the sun that is a fit for your brand. Are you going to appear in every single media outlet? Probably not. But if you’re not in your dream magazine one month, be patient – it might happen the next.

7. Are you willing to let go? You hired us for a reason, so trust us. It is absolutely your right to ask as many questions as you need to understand what we’re doing and why we’re doing it, but there’s a fine line between collaborating and micromanaging. Yes, PR is most certainly a collaborative process, but micromanaging will only hold us up from doing the job you paid us to do – so let us do it. And, listen to us. We’re experts on shedding your brand in the best light possible, so if we say your website needs a revamp, revamp it. If we suggest you perhaps use a different model or photographer for your next look book, do it. Once you’re ready to let go and fully trust us to get the job done, you’re ready for PR.

8. Are you willing to communicate? Remember – the most important element to a successful PR relationship is communication. Happy with something? Tell us. Not happy with something? Tell us. Having an open dialogue with your PR team will go a long way in ensuring not only the success of your relationship, but ultimately, the success of your brand.

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