Why It’s Important to Set Business Goals Before PR Goals
When brands come to us seeking help with public relations, so often they come with a set of PR intentions.
I want to appear in this publication.
I want to get X amount of eyes on my brand.
I want the New York Times calling me when they need an industry expert.
And while we’re always excited to hear what a business’s big public relations plans are, it’s important to take a step back and look at the business goals.
PR is far from a “one size fits all” effort and in order to get the most out of a campaign, we have to find out what the strategy is for the brand, not just for the brand’s media coverage.
Business Goal Setting
Most businesses coming to us for PR already have a destination in mind. And that’s awesome. But if you’re not used to working with public relations professionals, you may not be aware that it’s your business’s trajectory that will set the tone for our approach.
In order to pitch properly and get you tangible results with a solid ROI (return on investment), we have to know where you’re trying to go.
Do you want to be synonymous with “the leading _(insert industry here)___ in New York?”
Are you building credibility through big outlet features?
Is attracting investors your number one goal?
Perhaps it’s all the above. If that’s the case, no problem. But in order to form a viable plan around duration, budget, targeting and audience reach, we have to know what you’re aiming for.
It may seem like a no-brainer to shoot for the most revered publications—regardless of business intentions, but that’s not always the case. Often, who you reach is a lot more important than how many you reach.
Building Assets in Support of Those Goals
Another element to consider is the execution of a campaign according to your goals and how integrated your team will be. If you’re a solo practice who just wants more exposure and you don’t have a lot of time to spare, it’s important to understand that you won’t be available for dozens of podcast interviews or frequent on-camera appearances.
On the other hand, if your goal is to build yourself up (or your CEO/founder) as a thought leader, that person must have the availability.
Establishing an individual with a media persona requires a willingness to engage on social media and be available to produce ongoing content.
You need to review your business assets and components before you can move along in this process.
Aligning PR Campaigns to Business Ambition
Any PR agency that has a cookie cutter solution for everyone isn’t invested in your business’s lasting success. Public relations plans should come to meet your business, not the other way around.
We’ve seen so many brands disappointed with past PR experiences because, while they may have gotten coverage, it really didn’t do much for them after the excitement of a feature died down.
If you want to be satisfied by your public relations experience, the coverage has to last longer than the news cycle.
Accepting Bigger isn’t Always Best
Perhaps the most misunderstood aspect of setting business intentions before PR, is the notion that bigger isn’t always better.
A lot of people come to the table thinking that PR looks one way: My name/my brand’s name in the most popular publications and broadcasts.
In reality, quality over quantity often wins out. Yes, we work hard to get our clients in some of the world’s leading outlets, but we also know that a solid headline piece with local coverage can often do more for a business than a quote in the “Washington Post.”
If you’re trying to attract business, you need to go where your customers are. If you’re trying to attract investors, you have to hang out in their space. We know how to tell the difference, all we need is your insight into the trajectory of your brand.
Before you even choose an agency, we recommend getting crystal clear on where you’re headed so that your agency of choice can form a campaign around that ambition.