作者:Matt Resch，最初刊登在FOCUS杂志上
No matter what your small business does or who its competitors are, 你可能已经在从事公共关系工作了. Your work tells a story every day, but is the story you’re telling the right one? 声音是否足够大，人们会听到并采取行动? Can your team do more and are you ready to address any looming crises with ease? If the answer to any of those questions is no, then it might be time to consider outside PR support.
I founded my firm, Resch Strategies, 12 years ago at a desk in my spare bedroom. We are a public affairs and public relations firm based in Lansing, 这对组织有帮助, 大与小, 他们的沟通需求. Today our firm has eight experienced professionals and a diverse client list whom we assist with communications needs both large and small. From statewide digital campaigns to single op-eds and letters to the editor, 我们提供工具, 讲述你的故事所需的资源和支持. We are proud members of the Small Business Association of Michigan and support SBAM with its public relations/media relations needs on behalf of Michigan’s small businesses.
It’s an understatement to say the pandemic was devastating to many entrepreneurs. 从COVID-19的影响中恢复并不简单, and small businesses must think critically about how budgets are spent. 因为美元可能会吃紧, 公关服务可能不是你的首选, 但你可能比你想象的更早需要它们. That’s why we wanted to provide a guide to help small businesses navigate their PR strategies.
Hiring a PR agency can be a cost-effective way to enhance your organization’s reach. Agencies typically work on contract without the need to add additional members to your staff. It doesn’t have to be overwhelming to determine if you’re ready for outside PR help. We’ve developed a list of key indicators to help you decide if you’re ready.
您可能会受益于公关支持，如果:
- You have an understanding for what your communication needs are and what some
早期的交付成果可能是这样的. - Something is coming up that you know you’ll need help with—an event, 产品/服务发布，甚至坏消息都是你无法避免的.
- You have a strong sense of your organization’s mission and purpose and are ready to share your work.
- 您准备开发具体的, actionable plans and hold yourself and your PR agency accountable for achieving them.
- You have a team member who’s eager to help facilitate your team’s feedback and work with a PR agency.
As you consider taking this step, it’s critical to understand what to expect and what’s not possible. Having realistic expectations will help you envision how PR can—and can’t—elevate your organization. For example, PR can’t make your organization front-page news on day one. It takes time to garner media attention and build the identity of your business. 然而, 有了有效的计划, a PR agency can build your organization a foundation that will garner media success over time.
出于同样的原因，公共关系也不能提供即时保证. While many public relations activities can generate strong returns, 不可能保证公关工作的结果, though most agencies will measure progress and work toward desired outcomes at your side.
Sometimes negative situations and bad news are unavoidable. 而公共关系可以帮助处理这些情况, 它不能隐藏或将新闻“歪曲”成积极的东西. Crisis communications is a critical part of public relations and helps to effectively communicate during negative situations. 企图掩盖或隐瞒新闻, 尤其是在今天24小时的新闻循环中, 会让一个坏消息变得更糟吗.
公关机构提供什么服务?
Each agency is different and offers a wide variety of services that are usually customizable to your organization’s needs. 典型的服务包括项目规划, 市场研究, 问题管理, 品牌发展, 公共关系和赢得媒体, 写作和编辑服务, 媒体培训, 平面设计, 数字媒体专业知识等等.
After you’ve decided where help is needed, you’ll want to put together a request for proposals. This will ensure you get a fair price and allow you to get a sense for each firm’s approach and personality.
为了简化流程, we’ve compiled a list of items that should be included when seeking PR agency proposals:
- Describe your organization and the problem you are interested in solving. 包括目标和目标受众
如果你认识他们. - If you have a defined scope of work or timeline, include it.
- 包括你心中的预算. This will help an agency envision the amount of work possible.
- 询问该机构的描述, 其团队, 它的工作以及它如何处理新客户和项目.
- Request information about what the agency already knows about your issues, 组织与竞争.
- Ask for a rough work plan to make sure the agency can meet your deadlines in a way that you’re comfortable with.
- 要求过去工作的样本和参考，你可以打电话.
- Ask for agencies to share how they’ll determine success on your project.
- Request a detailed budget to see how the agency would allocate the dollars you give them.
有很多方法可以评估公关机构的提案. Whatever approach you choose, it’s important to ensure you can have a high degree of trust in them. These folks are going to help tell your story and you want to make sure they use strategies and information that gets the job done right.
A good match is just as important in business as it is in personal life. That’s why it’s important to be thorough when hiring outside PR help. 错误的配对不会带来你期望的结果, while the right match can greatly enhance your organization’s reach. 长话短说? With the right up-front expectations and a competitive hiring process, 公关对你的小企业来说是最好的资产. 随着你的团队从大流行中恢复过来, don’t forget to remember your public positioning and make your plans early.
Matt Resch is the president and owner of Resch Strategies, 兰辛的一家公共关系和公共事务公司. 了解更多关于研究的信息 www.reschstrategies.com.