Economic changes mean that businesses are under increasing pressure to make every penny count so whatever your budget might be you want to know that your PR is getting the best results possible.
Simple steps can make a big difference to how your budget performs. From how you recruit to what you do to integrate your marketing strategy.
Don’t leave your budget to chance and make sure it is working for you. With high reach, some of the best reputation building and brand boosting opportunities, key SEO benefits and targeted audience engagement PR is a strong tool to have in your marketing arsenal.
However, some still falsely believe it is a costly add on. I am here to bust that myth with clear advice on how to get a flexible, affordable approach which makes PR work for you and your budget. Find out how to maximise results and secure the right coverage, all without breaking the bank, as we break down the best ways to get the most out of your PR budget.
Planning is crucial
Consistency is the key as PR works best alongside other activities. Take time at the beginning of each year to review the stories coming up, look at how you can make the most of your existing content and evenly pace out activity to drive results.
It is much more effective to spread out your coverage across 3 or 4 key points in the year than to do activity in fits and spurts. A constant drip feed of your message is crucial in getting your business heard.
Take time to think about how you will cover each story, how it will link with other activity, what are your goals and does a PR piece help you to achieve that? If it is a great story but it doesn’t necessarily meet your goals then maybe it isn’t something you need to focus on. By being clear on your goals and planning in activity consistently you will help to reinforce brand awareness.
Never work in silos
PR shouldn’t be seen as an add on but an integral part of your marketing mix. If you are creating a press release around a current business success that content should be used across other platforms as well. Don’t duplicate resources by writing twice. Make sure that PR and marketing materials are shared between teams so that all of your wording is consistent and most importantly you don’t end up paying for the same material twice.
Coverage is just the start
When you do get coverage in the media don’t forget to maximise your reach. The power of PR isn’t just in who saw the article online, read the newspaper or heard you on the radio it is how you spread that message further as well.
Make sure you share your successes on social media. Clients report some of their most engaged social posts are when they share recent coverage in the media. It reinforces your messaging and is yet another touchpoint in your marketing. Studies show individuals on average hear your message 7 times before acting.
Take time to maximise your PR success by sharing the content on your social media, website, in email newsletters or even framing in your office or building.
The further you share that story the more people will talk about your business.
Think outside the box when it comes to personnel
Do you need a dedicated PR manager that works full time or even part time for the business? Would you be better working with an agency that can take on all your marketing activity or do you require freelance PR support from someone who can work alongside your existing team offering additional project support when needed? Some businesses make the mistake of hiring a junior assistant to cover all their marketing needs. Although this might seem cheaper short term as you get someone fulltime in the office, in the long run it might not get the results you are looking for. By outsourcing key deliverables to freelance or agency staff your budget won’t necessarily increase but it will mean that you get the benefits of experienced professionals as and when you need them, reducing the cost to the business and helping to maximise results.
It is always worth weighing up all the options to make sure that your budget is actually working for you. Try not to think of value for money as the hours worked but the deliverables achieved. Is the person going to be the best for the job or do you need a mixture of skills to deliver different elements?
Only pay for what you need
Be clear on what you need. Some agencies will insist all clients work on a retainer model. However, for some that isn’t practical. If you are only looking for one or two one-off project pieces to work alongside existing marketing activity, then make sure that is what you are being quoted for. I usually recommend if you are new to PR that you start small and build up the coverage so you get a good base of coverage you can build on.
Don’t get me wrong retainers are good for some clients so they aren’t something to shy away from but just be clear on where you are in your PR journey and how much your budget can afford. It is better to spread your budget out over several one-off projects than to start a costly retainer you can’t maintain and end up stopping all activity. You won’t feel the benefit of any momentum you have already started.
Wherever you are in your PR journey maximising results is all about getting the right level of support and guidance.
If you need any help or are unsure on your next steps give me a quick call and I would be happy to talk through your options. PR is a valuable asset and with the right flexible approach doesn’t have to break the bank.
Contact me for a free, no obligation chat.
Creative Word PR 