“Rarely asked questions”: our PR RAQs, Part 2
A brief introduction to our understanding of “public relations” – second and final part
Some time ago we answered some rarely asked questions here that you might ask yourself about PR if you’re not an expert. There we defined “Public Relations”, talked about objectives and possible successes, and clarified who PR is actually the right tool for.
This is about how to put PR into practice: Why do you first need to think things through conceptually, and how does the concrete collaboration with an agency work? We hope you’ll be a bit wiser by the end. We’re happy to answer further questions by email or over the phone. :-)
4. Why isn’t PR off the shelf?
Anyone who wants to position their product or service in the public eye has to stand out from the crowd. That starts with the basic PR measures: it’s never enough simply to send out a press release by email. Hundreds of them land in editors’ inboxes every day. Ideally, you choose from the PR toolkit the tools that structurally fit the product on offer. Abstract topics have to become tangible – which means creating the right “touchpoints”, for example at a trade fair or a roadshow. And in the end, every target group has its own channels. You might reach wealthy pensioners in a golf magazine, but young gamers at an eSports event. Every channel has different barriers to entry for company and product messaging. A good public relations agency has to take that into account and then create an individual communications concept for each client.
5. What does working with a PR agency actually look like in practice?
Every agency person is pleased by the first enquiry, where the prerequisites are clarified in an open conversation. There are no stupid questions here. Normally, once the terms have been clarified, you’ll sit down for a workshop. Here, the client explains what their goals are and what makes them tick. If they can’t explain themselves what is special about the product and why people out there absolutely should have it, the agency will tease that out through smart questions. At the end of the beginning there is a concept that defines the content, the measures and the PR schedule.
Subsequently, the prerequisites for proactive public relations are created: the company profile and product information are revised and compiled in such a way that they meet a journalist’s needs – which usually differs greatly from glossy marketing brochures. The collaboration processes must be designed, the media distribution list created, and then things can often get going very quickly. At TDUB, depending on the tasks, the customer structures and the team size, we can often limit this phase to two weeks. Then the basics are in place and communication starts.
The agency’s consultants take over the direct dialogue with target groups and intermediaries, so that customers can focus on their core business. Important topics are discussed directly; otherwise, a regular jour fixe is sufficient to coordinate the approach. Ultimately, the agency, as the customer’s “ally”, is there to take work off their hands and to ensure the public relations measures are successful.
