New brands, ideas and products enter the market continually. Many attract attention briefly and then disappear from view. Timing, a longer-term vision and a practical communications plan can all influence what happens next.
Our original article, written at the end of 2014 in preparation for 2015, set out six reasons to involve a PR agency. They provide a useful framework for considering what you need from a communications partner.
1. Understanding the mix of channels
The communications landscape changes quickly. Traditional media may remain important for an audience, while social platforms, blogs, video and a company’s own channels offer other ways to reach people.
An agency can help decide which channels suit the objective and how they should work together. The point is not to use every available tool, but to make informed choices about where the audience will find the story.
2. Relevant media relationships
A good agency understands the media covering its clients’ sectors. It knows which subjects interest particular journalists and how a story might fit a publication’s audience.
That knowledge supports a more relevant approach than sending the same pitch everywhere. Journalists have different responsibilities, interests and working preferences, and a useful contact respects those differences.
Relationships alone are not enough, however. Without a worthwhile story, even a familiar contact has little reason to pursue the subject. Media relations depend on both relevance and trust.
3. Turning a company message into a story
What feels groundbreaking inside an organisation may not immediately interest an outside audience. A PR agency can help translate the significance: why should this person care?
The story behind a brand can make its work easier to understand. A press release, blog, social post or infographic should express something consistent about the organisation while fitting the people it is intended for.
That requires useful substance as well as clear language. Our content creation work connects those two elements.
4. An outside perspective
An agency brings people with different experience and specialisms into the discussion. It can challenge assumptions that have become familiar inside a business.
That outside view is useful when assessing a potential story, preparing a response or considering how a message might be received. A communications adviser should be able to explain where an idea needs more work, not only agree with it.
5. Helping expertise become visible
Your organisation may have deep knowledge of its field, but potential customers need a way to encounter that knowledge. Relevant articles, conference contributions and informed commentary can help.
A PR agency can identify suitable opportunities and help specialists communicate clearly. Credibility comes from what they contribute, rather than simply describing them as experts.
6. Preparing for difficult situations
Product recalls, accidents and other serious incidents can require quick decisions and careful communication. Every situation is different, but preparation gives an organisation a stronger starting point.
An agency can help develop a crisis communication approach, clarify responsibilities and support the response when needed.
Choose support that fits your organisation
The value of a PR partner depends on your goals and the work required to achieve them. A clear brief helps both sides understand what the partnership should contribute.
If you are looking for a PR agency in the Benelux, talk to Progress Communications about your priorities.
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