If you’ve ever wondered about the power of public relations and how it works to benefit your company, you probably have some questions.
Maybe you’ve engaged in some PR initiatives in the past. Perhaps you’ve sent out a press release or two. You may have worked with a PR agency – but felt it didn’t bring the results you expected.
If you’ve been thinking about boosting your company’s PR efforts but have questions before you invest in it, this post is for you.
Here are my answers to 13 of the questions most frequently asked.
13 of the Public Relations Questions I’m Most Frequently Asked
1) What if we’ve never done PR before? Where should we start?
Think first about your goals. Do you want to raise your visibility? Are you trying to become known as an expert in a particular niche? Are you trying to win new customers? Do you want to educate audiences on a topic?
From there, consider:
- Where do you want to be featured? Where is your audience spending time? If you work for a B2B company, it’s more likely to be a trade journal than The Wall Street Journal.
- What stories and news do you have to share? Not everything you might think is newsworthy is. What do you have to share that’s truly worthy of a journalist’s time and attention?
- Do you have thought leaders with industry experience who can speak and/or write on the company’s behalf?
- Timing. Build out a calendar of upcoming news. Fill in slower periods with other content, like contributed articles or customer success stories.
2) We’ve been doing PR for a while, but some people are saying we should throw out our entire playbook and start over because of AI-driven search (or GEO – or whatever the acronym of the day is). Is that true?
I’ve noticed the number of “experts” on this topic seems to have exploded, though I wonder how many of them are truly experts.
I’ve seen MANY LinkedIn posts and articles on the topic of AI-driven search and its impact on earned media (= PR). It’s easy to get caught up in all the hype.
Here’s what I know.
You want to show up in as many places as possible – that means don’t say no to that podcast invitation (even if no one has heard of the podcast) or coverage in your local business journal. EVERY bit of media coverage helps you show up in AI-driven search.
While search is constantly evolving (yes, AI plays a role in this – but I’m not sure anyone understands the extent of it yet), things aren’t really that different. Companies should continue investing time and budget into media relations and content development.
The truth is that many companies don’t value or invest in public relations.
If it takes the AI-driven search PR craze to get companies on board with spending some of their budget on media relations, so be it.
PR has always mattered – but it matters more now than it ever has.
An ongoing PR effort helps you build and protect your reputation. It puts you top of mind when buyers are deciding who to purchase from. It increases trust and credibility. That matters, especially now, as those are in shorter supply.
Businesses that invest in PR reap many benefits, including a higher likelihood of appearing in search results. (That goes for ANY kind of search. No, SEO is not dead.)
So, there’s no need to throw out your entire approach. If you’re investing in an ongoing, consistent PR effort that emphasizes media coverage and content, that’ll do. If you’re not, well, this might be the time to consider it.
And, use care when choosing whose advice to follow. Experts I trust on this topic include Christopher Penn, Gini Dietrich, and Andy Crestodina. They share lots of helpful advice on AI in marketing and PR. Chris and Andy have been guests on PR Explored discussing this topic.
3) What should we pitch to the media when we don’t have any news?
I think there’s sometimes this idea that PR only works when you have news to share with your audiences. This is how companies fall into the pitch-only-when-we-have-a-new-product cycle.
What’s more effective is an ongoing public relations effort. That means you’re sharing news, stories and content consistently.
Beyond product and service news, you can pitch:
- contributed articles
- customer stories
- thought leadership
- tangential content/story ideas
- charitable efforts
- personnel news
- acquisition announcements
- expansion news
To stay organized, consider putting everything on a content/news calendar. Create a story bank to gather ideas from various parts of your organization, such as your sales team, HR department, and customer service team.
This way, you’ll stay in front of the media that matters most to your business, making it more likely that when a customer is ready to buy, they’ll think of you.
4) How should we measure our PR results/ROI?
The answer to this is – it depends. What do you want to measure? What are your goals and objectives? What do you hope will happen based on this effort?
Often in public relations, practitioners are directed to do something – but there’s no explanation as to WHY they’re being asked to do it.
Sometimes, the PR team doesn’t ask questions to clarify what the requester wants to achieve. How can you ever know what success looks like if you don’t even know why you’re doing something or what it is you’re trying to measure?
Once you understand what it is you want to accomplish, you can measure much more effectively.
Further, before you kick off a new campaign, it’s essential to benchmark your current position.
A helpful resource is AMEC’s (International Association for Measurement and Evaluation of Communication) IEF – or Integrated Evaluation Framework – which is available here. It’s free and lays out how you can plan and evaluate a campaign.
Katie Paine says to measure outcomes rather than activity. For example, I’ve heard of some PR agencies that measure the number of pitches that are sent. I’m not sure what the value of that is. You could send a million pitches, but if you don’t land any media coverage, they’re worthless.
It’s better to measure the outcome of your PR activity. Is your company getting more buzz in the industry? Are more opportunities coming your way? Have you seen an increase in the share of voice in your category or industry?
One method you don’t want to use is measuring based on AVEs, or Advertising Equivalency Values. AVEs estimate the value of a PR mention by comparing it to the cost of a comparable advertisement. It’s an antiquated way of attempting to measure the value of the work public relations professionals do. (Learn more about the Say No to AVEs campaign by AMEC here.)
Another helpful resource is Gary Preston, founder of CoverageBook (a tool I use to build reports for clients). Here’s Gary discussing AVEs – and why CoverageBook doesn’t offer them as a metric.
5) We want to start a thought leadership push – how should we begin?
Thought leadership should be a cornerstone of any B2B PR program.
Ask yourself – does our company have thought leaders? As in, those who have experience and wisdom about a topic to share? And do they want to share it?
Once you’ve established that, you can work to build a thought leadership program that places contributed articles that they write (or that are ghostwritten for them), pitches them as guests on podcasts, places them as speakers at industry events, and so on.
Determine topics for each thought leader, then develop a plan to start getting them out there.
6) Do we really need to have a crisis communications plan? Companies in our industry rarely face a crisis.
That’s what everyone thinks – until they find themselves in the midst of a crisis.
As we’re now in an era during which AI-generated misinformation can quickly spawn a crisis for even the most respected brand, EVERY business should have some form of crisis plan in place.
Even when crafting small business PR plans, crisis communications deserves attention.
At the very minimum, having a document that includes key contacts that need to be on your crisis team, as well as a holding statement, should be something that EVERY organization keeps on file.
Of course, it’s better if you can go further to develop a full-blown plan. More on that here.
Follow crisis communications expert Shawna Bruce for more advice on managing a crisis.
7) We’re a smaller company on a limited budget. Which media database do you recommend?
Uh, none. You don’t need one.
You can build a media list that suits your purposes by:
- Conducting a Google search to find publications in your space
- Asking your customers what they’re reading
- Consulting with your internal team to see which media outlets they’re referencing
Once you have a list, visit each publication’s site for the most up-to-date contacts – and if you like, go a step further by checking out the key contact’s social media profiles on LinkedIn, Instagram, or Twitter/X.
Not only are media databases VERY expensive, but they’re often out-of-date. As media outlets continue to lay off their staff and some shutter altogether, it’s tough to keep up. Better to keep your own tight list.
You don’t need hundreds of media outlets on the list. I’d suggest starting with no more than 20-25, so you can focus on landing earned media coverage.
I cover this topic in depth in my book, B2B PR That Gets Results.
8) Reporters are asking us to do live interviews more frequently, but we prefer to answer questions via email. Why can’t we do it this way every time?
While many clients would rather answer questions via email, an increasing number of reporters are requesting live interviews conducted over the phone or via Zoom.
While these interviews have always been better in my opinion, yielding livelier quotes and unearthing additional angles and opportunities while building strong relationships, they’re now going to become more standard.
Why, you ask?
Because there are spokespeople (and some agencies!) using AI to draft responses to reporters’ questions.
Yikes. 😳
This is an unfortunate reality. To save time, some interviewees will opt for this. If you’re tempted to try it, don’t.
Reporters can tell when you do. And, honestly, it does nothing for your brand if you’re using AI to do your writing – and therefore your thinking – for you. It’s your unique perspectives that help you stand out.
Further, if you’re asked to speak with a journalist on the record, there’s no need to panic. Most aren’t out to get you.
Prepare in advance by thinking through questions you may be asked and your responses. Ask your PR consultant or agency to help you prepare. Jot down a few notes, if that’s helpful. If you haven’t done many media interviews or feel your skills are rusty, consider getting some media training to boost your confidence.
9) We issue our press releases using a wire service, but nothing happens. Why?
Are you also pitching your press releases? Because that’s where the magic happens.
Issuing a press release on a wire service usually doesn’t result in news stories. (And – they can be expensive.) If you want media coverage, you have to pitch your news to the media.
Your press release may appear in search results the day it’s issued on the wire service, but that can’t be considered media coverage (and if a PR provider tries to tell you it is – it’s still not true).
Press release “pick-ups” also shouldn’t be considered earned media coverage. These numbers are provided by the wire service and are syndications – not true earned media coverage.
Actual media coverage only happens when a news outlet writes a story based on your press release. If they run the press release as is verbatim, that’s a pick-up – and it’s not worth much.
10) Are press releases dead?
Absolutely not.
While you may not need to write one every time you have news to announce, writing a press release may be helpful in other ways:
- Refining the language and messaging you want to use
- Getting all members of your team on the same page
- Establishing messaging you can refer to to inform other communications efforts
Post ALL press releases on your site, preferably in a news or press area. They provide a company history for anyone visiting, including journalists and other audiences. This also helps you appear when someone is searching online (in both AI-driven and traditional search).
Uncertain about whether a press release is necessary? I suggest asking these five questions before writing one.
One additional note: press releases can help with AI-driven search (GEO). Christopher Penn, an expert on the topic (referenced in #2), talks about it here.
“Consider issuing press releases on reputable wire services that can achieve large-scale distribution,” Penn says. “You don’t care about the quality of publications beyond a certain minimum amount. What you do care about is breadth of distribution.”
He even goes as far as suggesting companies write some press releases for the machines.
“Your machine-focused press releases are going to read differently than human-focused press releases,” said Penn. “They won’t read well for people, and that’s okay. They’re not made for people. They’re made to help machines associate concepts and topics together.”
11) Do I need a big budget to do PR effectively?
In short, no.
On the tools side, don’t break the bank on expensive media databases (see #7) and wire services (see #9), especially if you’re on a tight budget. I’ve seen companies spend thousands of dollars on these, only to find they’re not getting any traction.
A better way to allocate those funds might be to invest in talent that understands your goals and can help you get there.
On the talent side, if you don’t have an in-house public relations pro to call on, you can hire some help. Agencies are often the first place companies turn, but don’t overlook PR consultants.
If you’re a larger company with a big budget, an agency – or maybe multiple agencies – could be the way to go. But if you’re a small business, you probably have a limited budget. An agency might be overkill.
Can you conduct an effective media relations effort for a few thousand dollars a month? If you work with a PR consultant, the answer is – yes. Consider hiring a consultant to work with you on a project or retainer basis.
Be sure to engage with your PR resource. They need your input to be successful. View it as a partnership. Should you have to hold their hand? No, but they do need to meet with you regularly to review your plans and initiatives (I like to meet with my clients at least once a month).
12) Should I send visuals when I pitch stories, news and content to the media?
Yes, you should. Even if editors don’t ask for them. They’re a bit of a secret PR weapon, as many who pitch don’t send any.
If they’re on the fence, including visuals when you pitch can help sway a journalist to say yes (they’ll tell you this is true).
It makes sense because compelling visuals increase readership. One study showed that articles with images get 94% more views.
Further, media outlets lack the resources to send a photographer to take photos whenever they’re interested in a story – and most prefer not to use stock or AI-generated images, because they look like everyone else’s. This means they appreciate it when companies submit original high-resolution images. Include captions along with the photos for another branding opportunity.
If you have video, send that along, too. Logos should be available as well. Don’t forget executive headshots if you’re working on a thought leadership program that includes contributed articles and speaking opportunities. You can add these to a press area on your site.
More on the importance of visuals here: How Visuals Help You Achieve Greater Success With Your PR Efforts.
13) Our CEO/C-suite leaders are media shy. What can we do?
Working with a CEO who believes in the value of PR and is willing to support it over time – and is skilled at media interviews – is a significant benefit to any public relations push.
While being a spokesperson may not be every executive’s cup of tea, some research suggests that putting your executives out in the public eye more often can also help boost your brand’s visibility. There’s often a direct correlation between the CEO’s media visibility and corporate visibility — both of which can significantly influence business outcomes.
If they’re reluctant to get too involved (maybe they’re worried about misspeaking), media training can help. Practice makes perfect.
My most successful B2B PR client relationships are with companies that have CEOs and subject matter experts who participate in and support our PR efforts. For example, I work with a company on manufacturing PR whose CEO meets with me quarterly. It makes a world of difference when they see the benefit and enthusiastically help out when asked with interviews, contributed articles, and speaking engagements.
One of my favorite examples of a brand leveraging its CEO to bolster its PR efforts is Land O’Lakes. Kim Olson, the company’s chief communications officer, often talks about how the company’s CEO, Beth Ford, is a “communicator’s dream” because she prioritizes PR and makes herself available for media interviews. Land O’Lakes has appeared in numerous media outlets, eventually catching the eye of 60 Minutes, which featured Ford prominently in a positive segment about the company.
What Are YOUR PR Questions?
If YOU have questions about public relations, I’d love to hear what’s on your mind – and maybe answer some of your questions in an upcoming post.
Got PR questions? I’ve got answers.
Learn more about my freelance PR consulting services here. Book a no-obligation call to talk about your needs here. Buy my book here.
About the author: Michelle Garrett is a B2B PR consultant, media relations consultant, and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.
100% of this blog post was written by me, the human.
Image: Frequently asked questions by Nick Youngson CC BY-SA 3.0 Pix4free
