Putting the PR into Entrepreneur
So, you’ve successfully launched your business. You’ve invested in marketing, built up a solid customer base, and developed a good reputation in your field. You’ve had time to work out any kinks, and you’re confident that your product or service is the best your business can offer.
Now it’s time to take your business to the next level. But growing your customer base is much easier said than done. If only there was a way to thrust your business into the spotlight and get it noticed by the people that matter.
Wait a minute, there is a way: kick-ass public relations.
The power of Publicity
Bill Gates once famously said: “If I only had two dollars left, I’d spend one on PR.” As one of the most successful entrepreneurs to have ever lived, he knows what he’s talking about.
A well-planned publicity campaign can command attention, shape opinions, change minds, avert crises, build credibility and make the cash register ring. It’s a strategy that shouldn’t be ignored – especially for a growing business.
To hire or not to hire a PR Agent?
So the question is: do you try and manage a publicity campaign yourself? Or get an experienced publicist on board who specialises in PR for entrepreneurs?
As an entrepreneur, you have to wear many hats: Chances are you’re overseeing the sales, marketing, and finance departments. And every day is a juggling act: fulfilling customers’ orders, handling queries from suppliers, and settling invoices. Time is your most valuable commodity, and you’ll need plenty of it to elevate your brand above the competition and get the recognition you need to grow.
This is one of the (many) reasons why, as an entrepreneur, you should consider investing in a PR agent.
Sure, you could spend hours Googling the contact details of media outlets around the country and contact them cold. But is that a sensible use of your time? No.
As well as having that kind of information at their fingertips, a PR agent specialising in entrepreneur PR knows which journalists are most likely to be interested in you and your brand, and what story angle will get them excited.
Timing is everything
With PR, timing is everything. In order to grow your business, you want maximum impact – and that means approaching the media at the right moment and in the right way.
A good publicist will be on top of both. They know what’s happening in your industry — the conferences, product launches and announcements — and where the relevant journalists will be, and when. They know how and when to offer stories under embargo, when to use exclusives, and how to come up with new angles. In short, an experienced publicist will work hard to get you the coverage you want, in the places you want to be seen.
PR is a highly specialised field
Another reason to hire a publicist is that PR is a highly specialised field. As an entrepreneur, it’s unlikely you have a background in creative writing, media relations and issuing press releases. Consequently, if you decide to assume the PR role on your own, you’ll likely end up spending more time than the PR agent would ― and achieving poorer results.
The fastest way to achieve growth
Sharing your story in a positive way can be the difference between the rapid acquisition of customers and fast growth, or the slow death of your idea as it is pecked to death by more agile competition. A publicist can help you establish your brand as a top player in your sector and place your products, services and ideas right where they deserve to be.