IMPACT PR

PR agencies seek to promote businesses or individuals through editorial news coverage. This is referred to as ‘free’ or ‘earned’ media – the news stories that appear in newspapers and magazines, on television and radio, blogs and websites – as compared to ‘paid’ media – or advertisements.

As a boutique agency we often find ourselves demystifying public relations – in a nutshell, what we do and don’t do – and how we differ from advertising. A key service that PR agencies provide – engagement with audiences – is undertaken through trusted, not paid, channels. Bottom line – we don’t pay for the luxury of persuasion!  Earned media is what public relations is all about – the end game is promoting the client, their products and or business in the most effective, engaging ways possible.

PR professionals will work with clients in any of the following ways; drafting and disseminating media releases, creation and execution of events, market research about a business and or its messaging, content creation such as blogs and EDMs, crisis management, sponsorship and networking, social media promos and managing unwanted or negative online media, speech writing and more.

Right place, right time is never more pertinent than in PR. Public relations is about sending the right messages to the right place and the right people, thus forging a stronger brand reputation. PR consultants and agencies work with their clients to help them achieve these reputational goals and promote them within their desired industries. PR is a service that has the unique ability to transform the future and profitability of a company or individual. With the right hands on deck, public relations can oversee a company’s ability to overcome almost any obstacle it may face with grace and aplomb, keeping its reputation intact and credibility unscathed.

PR agencies are worth the investment if they can demonstrate past success in generating media coverage for their clients. They will  be able to commit to a minimum return-on-investment they can achieve. Scratch the surface and you’ll find public relations extends to media relations, investor relations, government relations, internal relations, community relations and marketing communications. The essence of public relations is to maintain a positive brand image and perspective in people’s minds for a specific brand. Speaking both directly and indirectly to the target audience, public relations is able to achieve effective, persuasive dialogue that is all about creating – and maintaining – a favourable reputation for clients and their brands.

Trust is something that cannot be underestimated when it comes to a brand or individual’s reputation – and PR has the ability to change the way people think about a business. The nature of the online world gives people a platform to say whatever they want about a company or individual – accurate or not – with the business or person targeted unable to do much about it. Many businesses have felt the wrath of a bad reputation without having done anything to deserve it, while others are outside the online reach of their desired markets. Neither situation is desirable and this is where effective PR comes in.

The most simple way to “fix” unwanted press or a bad reputation is through PR campaigns. Good PR support and slick campaigns will increase awareness for a brand, while also maintaining a positive and consumer-friendly image. Communicated through an objective source, audiences are much more likely to listen versus paid-for advertising. Through leveraging connections with influencers, PR agencies are able to build trust for a company and get them back to where they want to be.

Yes, a good PR company can (although not always) make you famous. If pure fame is your goal, you need to recognise there is a difference between becoming famous and infamous. Public relations will help market your best self and give you the opportunity to create cut-through in an otherwise noisy market for content. PR will also give you the ability to highlight the unique value you provide – and present it in a way that is simple to connect with and easy to consume. Fame requires relevance – and this service helps you achieve and maintain visibility for your key media and desired target audiences.

Whether defined by recognition, social proof or third party endorsement – the concept of fame will always be led by the desire to be seen – and to know that what you are offering matters. The world is of course filled with “famous” people – some altruistic, others not so much – yet all are governed by a desire to communicate their desired message with others on a grand scale. If you have devised a PR strategy that focuses mainly on the “good” in you and your company and the goodness you can deliver to the lives of others and the world itself, then chances are you’ll achieve authentic, well-earned credibility. Because while being amazing at what you do and delivering a slick product or service is key – it is simply not enough today to secure editorial coverage and media attention. This is where activated PR comes in.

Through tried and tested methods, PR showcases the unique value you are able to provide, and packages it in a way that is both consumable, relevant and easy to connect with. This is the essence of recognition. When it comes to generating social proof for clients, this is not typically always achieved through third party platforms, but instead through support to increase their online presence. Our goal as PR consultants is to help our clients succeed through clear branding, knowledge of point of difference, moulding their brand story and putting this out across all the relevant channels. Our strengths lie in cutting through content clutter and navigating media to share the stories that our clients want to be told. This process creates the desired public knowledge – or “fame” if you like – for clients within their target audiences.

Understanding public relations is an essential management function of a company. A necessary strategy to manage an individual reputation to help achieve critical strategic goals, PR works to establish trust among key audiences, increase visibility in news media and grow your social media presence, as well as maintain a consistent voice across communication platforms.

Companies and individuals should engage a public relations agency when they want to protect, enhance or build their reputations through the media.  An effective agency or PR consultant can analyse the business, seek out the positive messages and translate those messages into “good news” stories. When the news is bad, an agency can formulate the best response and mitigate the damage. To reference the old proverb, good PR is knowing how to make a silk purse out of a sow’s ear. No mean feat – but with the right amount of grit and know-how, it is achievable!

The relationship between client and agency should be transparent – and never passive. It is essential for clients to keep the lines of communication open with their agency around what messages they want to promote, as well as suggest the platforms on which they would like these messages to appear. Not every story will make the front page of the NZ Herald, nor the nightly news, but with a constant drip feed of messaging onto blogs, website, television, magazines and other media that evolves daily, effective PR will work to increase a client’s visibility through increased recognition on as many of these editorial platforms as possible.

Always looking to the future, public relations is also an investment in the brand itself and the long term visibility of a company or individual that fosters increased recognition and enhanced reputation. We’re here for a good time – and a long time.

Some great examples of PR campaigns and the resulting media coverage include:

The Pedigree Adoption Drive Campaign for MARS; the recipient of numerous international awards for effectiveness – see here for more.

The five-star Hilton Hotels launch of ‘Pet-cation’ stays for pampered pooches. See coverage examples here.

One of the world’s most recognised fitness brands Les Mills asked Impact PR to launch its new gamified fitness experience ‘The Trip’ and programme aimed at supporting special needs students. See coverage here.

The new pod Hotel concept in Christchurch – ‘JUCY Snooze’ – for which Impact PR achieved primetime news coverage, as well as dozens of radio, print and online news stories. See more here.

Auckland PR agencies like Impact PR have different pricing models and not all are monthly. For example, some clients may opt for a project-by-project budget, which can be a more cost-effective option. The reason for this is based around the fact that New Zealand is a relatively small country by international standards – and given this, PR agencies in NZ can’t operate the same way as their global counterparts; where the population and number of potential media titles is larger.

PR strategies in New Zealand need to take into account that going to media too frequently with content from the same brand may create a ‘boy who cried wolf’ scenario. The media may like the story, but having just published something in the month prior may not help them create enough diversity in their title. There are exceptions to this of course, but it is something to consider when looking at the structure of your public relations agency’s budget framework. 

A simple way of looking at budgeting for public relations is as follows; the branding budget is a ratio of your marketing budget, with an ideal budget for PR sitting at 30 to 50 percent of your branding budget for the first three months. After this time the budget could be tapered to down 20 percent for the following three months, followed by a shift to 10 percent of your budget as a standardised cost. If your preference is for a project-based budget, you’re best to sit down and lay out all your goals and desired outcomes and work through what you can afford to pay to achieve them.

A basic how-to for creating a PR budget looks something like this;

•       Decide your baseline and work from there.
•       Gather all the internal information necessary for your objectives.
•       Experiment with a shorter cost cycle.
•       Revisit your content marketing strategy.
•       Think about whether you’re after quick wins or in it for the long haul.
•       Determine which platform is best for the type of PR you want.

Auckland PR agencies like Impact PR have different pricing models and not all are monthly. For example, some clients may opt for a project-by-project budget, which can be a more cost-effective option. The reason for this is based around the fact that New Zealand is a relatively small country by international standards – and given this, PR agencies in NZ can’t operate the same way as their global counterparts; where the population and number of potential media titles is larger.

PR strategies in New Zealand need to take into account that going to media too frequently with content from the same brand may create a ‘boy who cried wolf’ scenario. The media may like the story, but having just published something in the month prior may not help them create enough diversity in their title. There are exceptions to this of course, but it is something to consider when looking at the structure of your public relations agency’s budget framework. 

A simple way of looking at budgeting for public relations is as follows; the branding budget is a ratio of your marketing budget, with an ideal budget for PR sitting at 30 to 50 percent of your branding budget for the first three months. After this time the budget could be tapered to down 20 percent for the following three months, followed by a shift to 10 percent of your budget as a standardised cost. If your preference is for a project-based budget, you’re best to sit down and lay out all your goals and desired outcomes and work through what you can afford to pay to achieve them.

A basic how-to for creating a PR budget looks something like this;

•       Decide your baseline and work from there.
•       Gather all the internal information necessary for your objectives.
•       Experiment with a shorter cost cycle.
•       Revisit your content marketing strategy.
•       Think about whether you’re after quick wins or in it for the long haul.
•       Determine which platform is best for the type of PR you want.

Your PR consultant should be able to give you an upfront estimate of their costs. It may be a fixed rate or it may be by the hour and the rate may vary depending on what is involved in the work. For example, a specialised crisis & issues response may be charged at a higher rate than some other forms of public relations services a consultant can offer – simply because it requires a broader level of expertise, is at short notice or requires flexibility to work around the clock in some cases.

For occasional/project work, agencies will typically charge by the hour, with rates dependent on what type of services are being provided. For example, different rates will apply for services such as content creation and copywriting, public relations counsel, crisis & issues response, events, or basic PR support for a consultancy or agency. If you are after longer-term PR, a retainer is the most practical option. Retainer rates for longer-term PR projects can be worked through by negotiation and are usually a lot lower than short notice, ad hoc services. The media experts will draft a full estimate for any job they are going to take on, reducing the likelihood of unwanted or unforeseen costs.

An agency invoice will fall into two separate categories; ‘fees’ and ‘costs’. ‘Fees’ by definition cover time spent, while ‘costs’ cover expenses incurred on a client’s behalf. Agency costs should always and above all be transparent – an open-book policy so to speak. Any costs incurred will be known by the client in advance and will have been approved accordingly. It is important to note that third party invoices will never incur a ‘markup’ fee. Agencies will invoice fees in advance, but the timing of these invoices are able to be agreed between client and agency; be it monthly or at chosen intervals, with costs charged monthly in arrears.

It is generally recommended to approach your PR company with a budget framework already in mind – without this, it becomes a ‘how long is a piece of string’ discussion – as the higher the budget, the broader the PR firm’s strategy can be.

Given there is no generic answer to this question, how much you should budget for a PR agency will be reliant on your precise goals and requirements. It is also important to keep in mind that there are different providers offering different services – many of which will specialise in helping specific business categories achieve their desired goals. With this in mind, there are several broad guidelines to assist in your devising a budget for a PR agency;

• Think about what services you want your media partner to provide. What is most important to you and what do you need help with most – event planning, speech writing, media relations, crisis comms, or something else? The breadth of the work you require will of course define the cost.
• Create an estimate of the overall size of the project. Smaller projects require less resources, while larger scale briefs will incur higher expenditure.
• Ask questions – talk to agencies about their rates. Knowledge is power and the way to most effectively work out your budget for PR is to find out exactly what and how your agency charges. Generally a professional charges by the hour, however many charge a flat fee for certain required services.
• To avoid hidden costs and unwanted budget surprises, always find out if there are additional costs that could crop up with your project. Think media outreach, follow-ups with editors, travel expenses and more.

Bottom line – the more defined your goal, the better able you are to set your budget.

First things first – do your research. With so many agencies to choose from, recommendations are a great way to suss who is ahead of the PR game. Next up is your budget – boutique agencies will typically come in at a lower fee than the bigger players, so it’s important to know how much you have to spend. Goal-setting is your next step – what do you want your agency to accomplish and how do you want them to do it. Last but not least, deep dive into your agency shortlist with what results they have delivered for current and past clients. Check out their website, social and reviews to get a handle on their credibility and success.

With social and digital media at the forefront of how we communicate today, content creation seemingly the domain of anyone who has access to a keyboard and startups and niche businesses emerging daily, the ability to communicate your brand and differentiate it from the masses has never been more important or relevant. Significantly, the biggest hurdle can be communicating across all the platforms relevant to your target markets. This is why finding the right PR partner is a critical step in your PR plan. Whether you’re wanting an all-in-one agency with the capacity to manage multiple comms or a smaller, more boutique offering, there are crucial points to consider when searching for a brand PR provider;

Decide your budget. This will help the drafting process when it comes to vetting agencies in your second phase of your PR company search. For smaller budgets, a boutique agency will often offer more affordable options, while your options widen alongside bigger budgets.

Have a checklist. It is important to know what you want before entering into conversation with the various agencies you feel you’d like to work with. There shouldn’t be anything holding you back from finding the perfect PR partner, but it is always a good idea to think ahead when it comes to criteria such as which markets you want to reach out to, what type of comms you want from your public relations partner and whether something like time zones is important to reaching your target audiences.

Talk to multiple agencies. The search for a great PR partner is like dating. Find the best, vet the rest! Referrals from associates and trusted friends will always be helpful, but it’s important to do your own research too.

Every agency is different. Various agencies perform in different ways, each with a unique offering and approach. Generally, smaller agencies offer adaptability and flexibility, with larger agencies typically offering a breadth of resources to deliver larger events. Each agency is different, which is why it’s important to find out their individual capabilities and reach.

Do they “get” you? This is a biggie. Find a public relations agency that really gets you and your business – from agencies that offer a little bit of everything to more specialised agencies, shop around to find the best fit for you.

Pick their brains. It’s always a good sign if you meet with PR experts and see they’ve already done their research and present their ideas to you. Even if you don’t use the ideas, it shows a keenness for your business and perhaps a good client/agency fit.

Be up front. Discuss your expectations and be clear about what you want. Laying out your needs and goals allows everyone to see the bigger picture.

Effective, award-winning and slick PR experts exist because they add value. Simple as that. With inside access to journalists (many of whom they’ve worked with in the past and developed close working relationships) they know the language and can move quickly and with fluency. Perhaps even more importantly, PR consultants are skilled in the art of storytelling – and they practise this art daily. Indeed, anyone can fire off an email to a journalist flogging a new product or service. But not everyone can do it the way a good PR agency in Auckland and beyond, does. And depending on how you value your time, it can be infinitely less costly to hire a team of PR experts who know the drill versus learning it yourself. The key thing to remember is the importance of who you choose to represent you. You – and your business need value added to become valuable – and that’s what your PR firm should do for you.

Public Relation firms enjoy more (and closer) media relationships than you can dream about – and can be the difference between getting press coverage and being ignored. PR consultants’ backgrounds typically lend them towards having more and better press contacts – they know which doors are worth banging on and which aren’t. On the flipside, journalists may receive a media release from a company and dismiss it as marketing guff – whereas if an agency’s name is attached to it and they’ve worked with them in the past, more likely than not they’ll be interested enough to open it.

In sum, when you pay for PR you’re paying for everything the agency can offer – and on top of this you’re paying for access to their contacts lists. And this is frequently a price worth paying.

Like any task you hire a professional to do, it is worth it because the job gets done better, and more efficiently. Companies across a multitude of categories engage PR agencies in Auckland & NZ for the same reason they outsource other tasks – because they know it will get done on time and with the right heads on the job. Outsourcing your PR is also a great way to get a fresh perspective on your business, your brand and your consumers. It is easy to become blinkered when you’re living and breathing your brand – and equally easy to fall into the trap of believing you know all there is to know about your industry, audiences, market categories and more. And while of course you possess excellent knowledge and know-how, PR companies can provide even more rigorous, up-to-date insights than you’d ever have imagined.

For those kickstarting a new brand, forging your media plan can be daunting. Without the necessary experience to fall back on, mistakes can happen, leading to time being wasted and frustration setting in. Bringing in fresh eyes and ears allows for outside perspectives that put new ideas on the table. Aspects of your business such as brand image, key messages, which platforms you are active on, graphics and more – are all essential to being progressive and bringing in different voices gives you the luxury of variety and thoughts around new ways of doing things.

And if you’re reluctant to shift gears but know change is needed, PR specialists have the confidence and experience to propose and implement bold changes when needed. Refreshing your media presence and getting yourself out there is a price worth paying; from a basic image refresh to a significant media reach makeover, you will always benefit from the experience and informed perspective of PR consultants.