Julie Conrad specializes in creating public relations roadmaps for small businesses seeking to influence the growth and profitability of their organization. A strategic communications expert with 13 years of experience, Julie partners with organizations to define their story, believe their story and provide cost- and time-effective activities to get the story out. She has delivered planning and council to organizations of all sizes, including ADP, Sanofi-Aventis, MSN, Coldwell Banker, Cintas, and The PGA of America. Julie is an accredited member (APR) of the Public Relations Society of America.
QUESTION:
What’s the first step in a public relations program?
ANSWER:
1. Ask for measurement: PR is a difficult business operation to measure, but there are ways to ensure your money is well spent. Measurement can be quantitative: an increase in media exposure or qualitative: gaining confidence in telling the business story. When you request a proposal, ask for measurement.
2. Be ready to be responsive: This especially is important if you are implementing a media campaign. If you send out a news release, be ready to field calls at a moment’s notice.
3. Keep an open mind: PR experts will challenge you and move you out of your comfort zone. Embrace this – they see your business from a different perspective and know what it takes to cut through the clutter and get your story out.
4. Know how billing works: You likely will be billed based on retainer (a consistent monthly fee), hourly or project rates. As a small business, your best bet is the project rate. Try to avoid the hourly rate – every time you pick up the phone for a quick question you are being billed.
5. Think beyond publicity: Keep in mind that PR is about building relationships with and communicating your story to your key audiences. The media represent one avenue for reaching those constituents. Your time and money may be better spent speaking at industry venues, serving on boards, building your social media platform, etc. If you’re looking for media exposure only, hire a publicist. These individuals thrive on working with reporters.
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