Public Relations Q & A
I was over ten years into my career before I understand the purpose and real value of PR. I always thought of it as only needed when there was a problem. I never thought of it as the single most important promotional
tool within the promotional arsonal--until I launched Netscape Navigator. When I saw the shear volume of buzz that could be generated, with relatively little cost, I learned that PR had the greatest ROI of any of my
campaigns--I couldn’t afford to pay for enough ads to get the same number of positive impressions I could with press.
It wasn’t until I was a VP of Marketing at Goldmine, however, that I was finally able to calculate the monetary value of our PR. Goldmine has won PC Magazine’s Editor’s Choice for over 8 consecutive years. Since the
company produced the best contact manager, and used it internally, they would track everything--including the source for all inbound leads. When I ran the analysis reports I could calculate the inbound calls we
received from ad campaigns, versus those we obtained when we got positive press. I was surprised to see that the press hits generated more leads than any of our ads. I could finally quantify it and I’ve been a
die-hard fan of promotional press ever since.
If you’ve gone through this section you will have seen the process to identify the targets, find their editorial schedules, prepare for any crisis, prepare your internal teams to talk with the press, get your
messaging down and finally how to track and measure your pr effectiveness.
Following are some basic questions and answers regarding PR:
- How do you hire a good PR person?
- I usually call the editors of my target publications and ask them who they like to work with and why. This is how I found Katy, who helped with the Netscape launch. The editor I spoke with said, “She is one of
only two people that have my private line and can call me direct anytime.” Now that’s a referral.
I also find a good PR person that I respect, and ask for referrals. During the interview I know I’ve got
the right person if they bring a big book of press hits. Good promotional PR folks love to “count scalps,” and will love to show off the results they achieved.
- How do you hire a good PR firm and when should you?
- I typically hire the PR firm after I have firest hired someone internally to manage them. I usually try to do 70% of the work internally (this is true with any out sourcing). This way the internal folks are
always busy, even when it is slow. I then out source any overflow work to an outside agency. An outside agency is especially valuable during a new product launch when you have to book appointments for the new
release and the press tour. I have used them to help accelerate our strategy, and to help with event tactics.
I also use an outside agency to augment the PR contacts of my internal person. For example, my
internal person may have years of experience with our specific trade publications, but little exposure to the national pubs or to TV and Radio. I will use an agency that has the additional needed contacts.
- How and why should I work with the industry analysts?
- The industry analyst are experts in their specific markets. As such, they need to stay in the know about the various vendors and technologies. They are interested in your product and company and how it compares.
They use this information to generate reports and seminars that are circulated to their paying accounts. They also consult with their accounts and referenced by the press as they categorize products and make
product and technology recommendations.
If they are aware of your product and it’s positioning, and it meets one of their clients needs, you will get a third person recommendation (either one on one
(i.e., consulting), or within their reports). They are also critical allies to validate your market positioning to the press and key accounts. This valuable “referencing” is critical to move your product from
the early adopter stage to the early market stage within the technology adoption cycle.
There are additional questions and responses regarding PR within the Chanimal Chat Room.
In addition, for additional information, see the “Guide to Managing Media and Public Relations.”
It is one of the most comprehensive, practical guides to all promotional PR that I have ever found (all on one page (prints to 48 pages)). This document has been submitted to the Linux reservoir and as such is open
source (so long as it is left intact). As such, I won’t quote from it (since it would make parts of this site a derivative work (it helps that I understood the GNU license while over strategy at a corporation).
However, I have attached it as a complete and whole word document that can be downloaded here.
Check out The PetersGroup
I have used several large (Cunningham (Apple’s PR firm)) and a few small (Katy Dunn) PR firms.
Having gone both directions, I absolutely prefer the smaller firms--the larger ones send the VP’s to close the deal, but you end up working with a junior PR person.
I also want a group that helps me set the strategic direction, can execute to plan, within budget, and help obtain the needed ROI for the campaign. While I was the Sr. VP Marketing at Metrowerks I discovered The PetersGroup. They are a mid-sized firm, with small firm attention.
I used them again at Motorola, and again while with GE. I wholeheartedly recommend The PetersGroup for both small and large PR projects.
Check out PressBlaster
Throughout the years I have used PRNewswire or Businesswire to disseminate press releases.
Recently, I started using PressBlaster. The cost is about 1/3rd the cost of just one press release (and $0 thereafter) and the list can go to over 29,000 locations! The database is almost identical to one of the foremost media databases and the application is incredibly easy to use--with a macro that takes you through the entire process. From contact information, to format, to the release information. You then pick the targets by search criteria, or a pick a list by category. When you’re through you just press “send” and the release is out! It’s that easy. The nice thing is that the application pays for itself three times over with just the first release. From that time forward it is FREE to send a release.
Using PressBlaster helped me to get a featured article in Entrpreneur Magazine for my video, “How to Finance a High-Tech Start-Up.” You’ve got to check this out, I highly recommend it.
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