Once you've begun interviewing public relations firms for your garden business, you're getting serious.
Your garden business should be whittling down a list of goals and objectives and honing in on potential public relations firms.
But before you go any further in the process of hiring a public relations firm, be sure you know what not to do. You don't want to be left ripping up your contract in vein like the poor souls on the right.
Below are 3 mistakes to avoid when hiring a public relations.
1. Schmooze Alert
Public relations pros know how to give a stellar presentation that can make you want to sign a contract on the spot. The dazzling graphics, the soul-shaking delivery, and the over-abundance of charm can be very, very persuasive.
Don't get sucked by schmoozing and sales talks. Yes, let them be an influence because the firm can use these same tactics on media contacts. However, don't let this be a deciding factor.
Let the presentation sink in. Really analyze the budget. Look at past campaigns, and see if the public relations firm can really deliver on their promises.
2. Metric Missteps
One of the biggest mistakes you can make when hiring a PR firm is not being explicitly clear about how you will measure success.
From ad value to an increase in engagement, each public relations firm evaluates success differently.
Before signing a contract, be clear about what you're looking for as a benchmark for success. The more clear you are now, the better you'll find the right PR firm for you.
3. Expecting It All Right Away
Since public relations is all about building your brand, you need to understand that the process does not happen overnight.
Most firms agree that it takes at least 3 years to build national brand awareness and have customers ask for your product by name.
In the same sentiment, it will take time to get the media placements you want. First, you need to build your name in smaller publications and features--then you can garner mass media hits and grace magazine covers.
Good things take time! Your PR firm will not be able to turn your brand into a household name in a matter of a month or two, but a strong PR firm can at least get the ball rolling.
Plus, no one wants to be Veruca Salt from Willy Wonka, so there's that too!
See 1st Hand How Garden Media Group Builds a Brand with Our Free Case Study on Branding the Knock Out Rose Below!
Thanks to Get Mighty Now for the iconic, demanding image from Willy Wonka.