Do You Have Good Representation?
Operating a business that sells organics, environmentally friendly products, or even the latest how to book on organic gardening, etc, can be tough but it can be even tougher if you have poor or no publicity. As it is, the organic industry has to combat the big conventional companies that have deeper pockets and bigger marketing teams. So, does this mean that you have to hire a top PR firm? Not necessarily. You DO need to have someone at the helm who understands the value of good public relations. This includes organic engagement (ie: not outsourced or automated) on social media which is critical to the success of any new company in today’s viral world.
A public relations professional should be doing everything possible to promote your company and get the word out. There should never be complaints about the amount of work required or how much effort needs to be made to in order to get the job done. Having happy clients to promote certainly beats unemployment!
Chaos Is What Killed The Dinosaurs…
Unfortunately, PR firms are only as good as the efforts made by the public relations account manager that happens to be assigned to your company. Retaining a PR firm does not guarantee that the publicist will do a stellar job and get the word out about how great your company really is. In my vast experience, I have found that there is a great deal of disorder, lack of a proper media kit, no establishment or knowledge of social media which creates a recipe for failure. However, there are many wonderful professionals who are properly trained, write well and know how to communicate effectively. The right person can make the world of difference as far as how you connect with your customer!
The Good Publicist
The good publicist or marketing person in your company will have all of the pertinent information about the company in a proper media kit. This will include:
- the mission statement
- the corporate bio of the CEO/President
- all social media information
- and any other additional information readily available.
The good publicist will seek out any opportunity that will help put the spotlight on the company or members of the executive team. The good publicist will also make sure that any opportunity for the company to shine will be completely taken advantage of. The communication should be clear and concise, not a scavenger hunt for the media outlet requesting the information. All information requested should be furnished within 24-48 hour maximum. This not only shows appreciation for the opportunity but also demonstrates that the company is professional.
The Bad Publicist
The bad publicist is disorganized and does not communicate well, especially within the organic community. It would make sense to possess knowledge about the industry as well as the latest trends. To boot, when an opportunity arises, there is minimal or no effort made to secure the opportunity for the publicity being offered. The bad publicist tends to simply send a link to the company’s website and consider the job done. This is not only unprofessional but is basically demonstrating that the publicist is not trained to represent the company properly. The bad publicist does not follow up and deliver all of the pertinent information in order to insure that the opportunity will be successful. So, what do you do with this person? Take a hint from The Donald…fire them!
“Success is dependent upon effort”-Sophocles
If you want to succeed, always reach for the stars! When you have the right team in place, anything is possible!