Most entrepreneurs I speak with consider public relations an expensive option
for promoting their business. Indeed, PR can be a costly proposition if done
haphazardly--or worth its weight in gold if planned and implemented
appropriately.
When I began my retail and franchising endeavors, I quickly recognized the
need for publicity to develop clientele. Having no knowledge of public
relations, I decided to pursue some leads on my own. My first attempt at PR was
a note to the local newspaper's "Savvy Shopper," who was gracious enough to
mention my upcoming fall "sale" in her column. I got my company's name in print
and a lukewarm response from three potential buyers. My next PR effort took
three letters and four phone calls but got me in the local Chamber of Commerce
newsletter. I had to join the chamber in exchange for the ink, but it brought
more interest and several promising clients.
I slowly began to appreciate that even the slightest reference to Le Gourmet
Gift Basket gave the company added credibility and a real boost in our sales. I
got the most mileage I could from these articles, copying and mailing the
clippings to every client I had, as well as to prospective customers.
Eventually, one article would lead to another, and I slowly worked my way to
more city and regional publications. Unfortunately, my ability to cultivate PR
came to an abrupt end when I ran out of media outlets. I knew no one in the
business and found that my knowledge of public relations was nonexistent. The
press I had received to that point was minimal, and I had been lucky. I knew I
needed to hire a professional.
I contacted my first PR agent through a friend, who said she was a highly
regarded professional. We met, got on very well, and she guaranteed immediate
results. I had no idea what questions I should ask, but I was excited at the
prospect of more and continuous PR. I hired her on the spot. Three months later,
I received a bill for $4,000 and not a mention anywhere. My new "rep" said her
hourly fee was reimbursement for letters and calls she initiated to her
contacts. She admitted she was new to the game but was "quite sure" results
would be imminent. I fired her immediately.
For my next venture into publicity, I researched several PR agencies. Some
worked on a costly hourly basis. I eventually found an agency interested in
handling my publicity on a pay-per-results program. I signed a contract and
found the results immediate and cost-effective. My new reps were paid only when
I landed a newspaper or magazine article, or a radio or TV interview or mention.
I learned even more about the business when my invoices reflected additional
costs for larger newspaper placements or media that had a specifically targeted
circulation, viewership or listeners.
Placement in The New York Times was considerably more expensive than an
article in the Bergen County Register. With the amount of PR Le Gourmet
received, my company steadily grew, and profits rose. There was only one glitch.
I was covered in a local story that was picked up by the Associated Press and
ran in almost every city and regional publication AP reached. I was responsible
for each and every placement, and my bill was astronomical. Although I was
ill-prepared for the sticker shock, the outcome was highly profitable.
In my excitement over hiring professionals, some major details eluded me; but
I quickly recovered after reaping the benefits of PR. If you're considering
hiring an individual or a public relations firm, shop carefully for the program
that best fits your finances and personality. Be very clear about the cost of
each placement. Understand all aspects of your agreement and request that you be
pitched to media best-suited for your business and personal capabilities.
Take the time to consult with your rep in order for you both to understand
who your audience is and how your money can best be spent. Working successfully
with PR professionals requires clear communication. Choose someone who
complements your business and ideas for publicity and is in sync with your PR
goals.