4 Signs You Should Be Spending More On Your Press and PR

Press and public relations are often an integral part of a successful marketing strategy and plan. However, these tactics can often suffer for a variety of reasons. While some companies manage their own press and public relations, other organizations choose to outsource it. Regardless of how you approach it, there are some surefire signs that you should be spending more – whether that’s time or money or both – on your press and public relations.


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1. Your Expectations Aren’t Clear and Organize

Do you know why each piece of press or public relations is being created? Do you have a goal for the content, and clear and quantifiable expectations? If you do not, and each press and PR tactic is being issued without clear goals, then you’ll want to take a step back. Evaluate your goals and spend a bit more time, and perhaps money, on creating a solid plan.

2. Your News Isn’t Really News

If the “news” that you’re sharing isn’t making waves and grabbing attention then there’s a very real chance that it’s not news at all. There’s also the potential that your competition is sharing similar news and they’re doing it first. If this is happening to your company, consider either hiring a specialist or outsourcing your press and PR to a professional. In order for you to gain any traction with the media, you have to be publishing news – they have to have something to talk about.

3. You’re Limited to the Press Release

While a press release is most certainly a critical component of a successful press and PR campaign, it’s not your only available tactic. Most campaigns are successful when multiple channels and tactics are embraced and integrated. Blog, use social media, and make sure that you have the resources to create a complete PR campaign.

4. Your Goals are Unrealistic

Most companies don’t go from an unknown to a household name overnight. It takes time. It takes a careful plan and timeline. For example, your PR team ideally wants to start with local news media and gradually expand to grab the attention of your state, and eventually national, media. You also want to reach across channels and gradually increase your approach. It takes consistent and quality efforts over time. A skilled press and PR specialist knows how to create a strategy that tackles your goals step by step.

Finally, if you’ve grown beyond your existing press release staff and are ready to take your strategy to the next level, it may be time to spend more money on your press and PR. This may mean hiring additional staff, working with a consultant or even outsourcing the entire department and hiring a service. Good press and PR can help you build a better company. It takes time, energy, money and a solid strategy to achieve your goals.

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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