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By: Katarina Kovacevic
Today we’re reconnecting with Thrive member and public relations powerhouse, Jordanne Pallesen of Olive Creative Strategies, to get her expert insight on why business owners should consider hiring a PR agency to represent their brand. If you’ve been considering doing so, you’ll definitely want to read on for her advice!
Why do you think it’s important for a business or an entrepreneur to hire a public relations representative?
Because a PR agency or publicist can help you craft and share your story with the public and media. Why is this important? Consumers trust third-party experts when it comes to making their purchasing decision and therefore earned media is absolutely essential to garner sales.
And, an integrated marketing strategy isn’t complete without PR. Do you have the perfect email campaign and digital ads running daily? Hiring a PR pro to create a compelling media relations campaign can truly enhance your existing marketing efforts.
A PR pro can help you put your best foot forward. If you’re inexperienced giving interviews and speaking with the media, your PR agency or publicist will train you and prepare speaking points so you can nail the interview.
What can a seasoned PR expert bring to the table?
Hiring a PR expert can bring a fresh perspective that you may have not had otherwise. Agencies and publicists work with a variety of different clients and can pull from past experiences to help create new ideas and provide valuable feedback.
Besides budget, what does a company or entrepreneur need to have in-place before they decide to hire a publicist?
A company or entrepreneur really needs to have all of their ducks in a row before hiring a PR agency. For example, if your story gets picked up on a national news outlet like Today Show or Good Morning America, your website needs to be able to handle the traffic and your infrastructure should be in place so your team can respond to inquiries. If you’re releasing a new product or offering, it’s important that all details are fleshed out and your internal team is in the know.
Awesome, thanks! And what are some questions we should ask when vetting agencies?
It’s important to be comfortable with the agency or professional that will be representing you or your business. Make sure to ask about their process, have a clear understanding of fees and what services you’ll receive. Ask about specific ideas they have for your business. It also never hurts to ask for references!
Are there certain situations where it doesn’t make sense to hire a publicist?
Yes, there are a few instances when you shouldn’t spend your budget on PR. These would include if your product or service isn’t ready to share with the public or if you don’t have the infrastructure to support increased traffic. Another instance is if you’re looking for overnight conversions—PR is a long game and to see the most return on your investment, you need to be willing to trust the process. If you’re looking for a quick fix, it’s best to spend your budget elsewhere.
Katarina Kovacevic is the owner of Redefined Communications, a company offering blogging and ghostwriting services for women in leadership, and female-focused and purpose-driven businesses. She’s also the founder and editor of RUBY Media, a digital media company that promotes female camaraderie, supports sisterhood and inspires women to make a difference in the world. You can connect with Katarina on Instagram or LinkedIn, or with RUBY on Instagram, Facebook or Twitter.