Post by rakibrakib1017 on May 2, 2024 0:35:57 GMT -5
Plenty of PR agencies can get their clients press, and good press too. But without even realizing it, your brand may be getting a lot less from your PR agency than it should be. In this post, we’ll cover the critical point at which most PR agencies are failing their clients, and what you can do to make sure you’re getting the absolute most for your PR budget. Here we go! The different stages of B2B PR For most agencies, the B2B PR campaign process generally falls into three stages: Discovery Pitching Press The thing is, there’s a missing fourth stage that can massively improve your ROI and overall brand recognition and awareness. More on that in a moment. Here’s what happens in each stage of the PR process.
Stage 1: Discovery This is when your PR agency, or the media specialist Barber and Hair Salon Email List who’s on your account, is getting to know your brand. They’ll research your company and your executives, look at your existing social media and online presence, and look for any existing press about your brand. After that, they’ll likely ask you some questions on a discovery call (at Zen, we call these “Getting to Know You” calls). The point of this research phase is to get a good idea of your brand’s personality—tone, voice, etc.—as well as which topics or publications your brand would be a good fit for. It’s also helpful to know what kinds of issues, industry trends, and topics your founders or executives are well-suited to speak about. This will help especially when it comes to quick opportunities for quotes or comments—things like HARO inquiries, or trend roundups. Finally, the PR team will craft broad storylines to base their pitches around.
Stage 2: Pitching In the pitching stage, your media specialist is reaching out to the reporters, bloggers, creators, and others with whom they have a relationship. They’ll send the pitches they’ve already crafted, while also keeping an eye out for other opportunities that might fit your brand. This process is ongoing, so it won’t stop once you get press (unless your contract is over, that is). The media specialist will continue looking for good opportunities and sending out additional pitches as it makes sense. The exception to this would be if you’ve engaged the PR agency for a specific campaign, like a product launch or a conference. In this case, the pitching stage will be time-sensitive and tied to that event, with the media specialist focusing all their time on getting as much attention as possible during that campaign.
Stage 1: Discovery This is when your PR agency, or the media specialist Barber and Hair Salon Email List who’s on your account, is getting to know your brand. They’ll research your company and your executives, look at your existing social media and online presence, and look for any existing press about your brand. After that, they’ll likely ask you some questions on a discovery call (at Zen, we call these “Getting to Know You” calls). The point of this research phase is to get a good idea of your brand’s personality—tone, voice, etc.—as well as which topics or publications your brand would be a good fit for. It’s also helpful to know what kinds of issues, industry trends, and topics your founders or executives are well-suited to speak about. This will help especially when it comes to quick opportunities for quotes or comments—things like HARO inquiries, or trend roundups. Finally, the PR team will craft broad storylines to base their pitches around.
Stage 2: Pitching In the pitching stage, your media specialist is reaching out to the reporters, bloggers, creators, and others with whom they have a relationship. They’ll send the pitches they’ve already crafted, while also keeping an eye out for other opportunities that might fit your brand. This process is ongoing, so it won’t stop once you get press (unless your contract is over, that is). The media specialist will continue looking for good opportunities and sending out additional pitches as it makes sense. The exception to this would be if you’ve engaged the PR agency for a specific campaign, like a product launch or a conference. In this case, the pitching stage will be time-sensitive and tied to that event, with the media specialist focusing all their time on getting as much attention as possible during that campaign.