Unleashing Your Public Relations Potential

Part 2
Identifying the Best Public Relations/Marketing Organization for Your Company

The second in a four part series on using creative marketing and public relations to enhance your organization's industry standing, drive sales and increase shareholder value, by Raker Goldstein & Co., Inc.

Part1 : Part2 : Part3 : Part 4

While the distinctions between marketing (brand leveraging-focused) and public relations (relationship and image focused) may sometimes seem difficult to discern, most companies will find that a balanced combination of creative marketing and intelligent public relations can make a huge impact on their long-term corporate health and longevity. Public relations is often the least understood marketing modality as it is subtle, unlike advertising, for example, and often involves a slow build-up in relationships between an organization and retailers, distributors, industry associations and professionals, the news media and end-users, whether businesses or consumers.

The power of a strong public relations campaign may, in some situations, be more effective than any or even a combination of other marketing methods when used responsibly, strategically and creatively. Here's what to consider when scouting out the most appropriate marketing and/or public relations agency for your organization:

1. Seek Out Experienced Practitioners With Experience and With Whom You Have A Good Rapport. While it is not critical that the practitioner(s) you retain for your campaign have expertise with your specific type of product, service or issue, they do need to have a solid understanding of it as well as experience with the type of marketing/public relations approach best suited to your needs. A broad-based client roster can often make for a more talented, resourceful team than a one that specializes in a few industries. Base much of your decision on the level of comfort and communication you have with agency personnel, particularly those people you will be interacting with most, opting for the agency that best reflects your priorities through management style, accessibility and creativity.

2. Invite Agencies to Present Recommendations and Approaches Before Signing On. Agencies are placed in a difficult position if expected to present recommendations and strategies in advance of a signed contract. Use your initial meetings with agencies to get a feel for how and why they would approach your marketing and PR challenges specifically. Ask for a proposal that reflects your needs, goals, budget and timeframe, and make sure it offers you an understanding of how fee structures and services are managed. While both parties should agree on basic approaches in advance of signing a contract, flexibility in this phase and throughout the lifetime of a project or campaign will make it easier for your agency to develop and present directions that make sense.

3. Build a Team to Complement Your Organization's Philosophy and Personality. It can be a great relief to company management to bring in outside professionals who have the knowledge and ability to deliver marketing and public relations results, leaving management to focus its energy doing what it does best - running the company. While not employees of your organization, your agency should nurture your organization's philosophy and be a vital, creative part of your "virtual" team. Keep communications streamlined with one primary employee from your organization in charge of contact with the agency.

4. Invest in a Partnership, Rather Than a Short-Term Demo. Your budget (10 - 15% of gross revenues is often used as the benchmark for marketing/PR budgets) dictates the scope of your PR campaign to a large degree. Opt for a scaled-back, longer-term campaign rather than an explosive, short-lived one to afford your company the opportunity to explore a variety of marketing and public relations initiatives and build a good relationship with the agency. Just as quality campaigns often take months to plan, implement and glean results from, good PR overall requires a slow build-up of forces and often takes several months to deliver powerful, enduring results.

Corporate decision makers frequently say good marketing and public relations are the best investments companies can make in their long-term health and industry standing. Your agency will be your organization's ambassador to your community, industry and the public at large. In the end, everyone's success will result from the quality of their relationship with the management of your organization, their ability to understand and present your marketing messages and loads of ingenuity, flexibility and perseverance from both parties.

For more information about public relations and how it can help your company, contact Raker Goldstein (www.rakergoldstein.com) at (201) 784-1818.

Part1 : Part2 : Part3 : Part 4