These are both very real options, contrary to popular belief, public relations does not require a publicist. It is very possible for the do-it-yourself publicist to facilitate growth and success for their brand through utilizing PR strategies! There are a few main considerations when deciding whether or not to hire a publicist. First and foremost, you need to think about two things: time and money.
Your time is valuable, whether you have employees working for you, or you’re doing it all on your own, PR campaigns can take precious hours out of your day. If you’re planning to do it on your own, you need to block off time every single day for things like writing, research, answering questions, interviews, calls, and meetings. However, this strategy does offer you more control over your company’s campaign. For those of you who are already spread too thin with various responsibilities, you can still maintain control of PR, but it may be time to hire someone else to help out!
The primary concern when considering whether or not to hire a publicist or agency is money. Publicists and PR agencies can cost thousands of dollars per month, and these costs are often paid out of yourpocket. It is important to keep in mind that there are PR strategies that you can implement on your own and with little to no cost.
When is the “Right Time” to Hire a Publicist or Agency?
When you do decide to hire a publicist or agency, it doesn’t have to be forever. As your brand grows and succeeds, you will start making enough money to build a team who can manage your public relations for you! In the meantime, it could be useful to hire a publicist, especially when conducting an individual campaign.
Campaigns are typically formed by companies to achieve a specific goal: to promote a message, product, or project in a particularly positive or pleasing way. A company might launch a campaign to promote their most innovative product, or to celebrate the grand re-opening of their new and improved store location. An individual might campaign to spread awareness about a project they’ve been working on, or maybe they want to boost their credibility by attracting press that can display their knowledge on the subject. The possibilities are endless, but no matter the goal of the campaign, a publicist can help you form strategies to conduct it in the most efficient and effective way.
There are some key considerations to keep in mind while you decide whether or not to hire a publicist. You should first ask yourself the following questions:
- Are other operations, similar to mine in size, status, and niche, also hiring public relations services?
- Is it important to my shareholders or board to see our name in the news? Will this type of recognition give us more credibility?
- How much credibility do I need to maintain the reputation of a successful, unique operation in this competitive market?
It is also important to consider the following if you are going to continue doing public relations on your own:
- How well do you really know your audience? Do you know what they want to see next?
- Are you comfortable with being the face of your operation, can you put yourself out there and communicate with the press? Do you understand the rules and protocols necessary while doing this?
- Do you have the time to build contacts and conduct PR strategies?
- Are you able to communicate efficiently with others? Do you have the people skills necessary to form genuine relationships?
- Are you able to handle today’s technology and tools? Are you, or can you become, proficient in online communication and social media?
Indeed, there are many factors that you need to carefully examine before deciding to hire a publicist or PR agency, so the “right time” is going to be unique to you and your brand. But when the time does come, and you have the resources, finances, and capabilities to take that next step, you and your publicist can take your brand to new heights!
