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Publicity Is Free, Right?

You pay for advertising. Press is free. Right? Kind of. The reality is that if you are reaching out to gain your own press, then yes, it is free. Unless you look at your time as money, in which case then you may be spending a lot of time trying to gain press that could be spent making you more money doing whatever it is that you do best (design, sell, merchandise, etc.). But you can’t just drop the ball on publicity if it isn’t your thing in regards to trying to gain it. You should be working with a PR rep that can position you to gain the press you deserve. PR reps are often independent or work within an agency. Sometimes they work within large companies, other times they work within small companies. All of these scenarios can prove successful, but it is up to you to decide what may be best for you, your budget, and your press goals.

Considering Your Options

If you are a small business, then it’s likely your budget is small, too. But that does not mean you need to ignore the option of having a PR rep or PR support.

PR reps typically will want a designated amount of time to represent you in order to best represent you and your business. This time frame can range from 6 months to 2 years. Of course, this varies according to the rep, business and press goals. It’s likely that you will also be charged a retainer to cover their time and expenses while supporting you. This can be very expensive, possibly in the thousands per month, so here are a few things to ask your PR rep to ensure you are getting the best reprensentation possible.

1. What other products or businesses do you currently represent?

2. What are some press examples from current and past clients? Make sure that some of these examples are in similiar targeted outlets as you hope to be in, as well.

3. What contacts, both editorial and media, do you have contacts with? Are there any outlets you want to be in that they don’t have contacts with? Be specific in your question to tailor your needs.

4. Are there any other fees in addition to the retainer fee?

5. Do you guarantee press? Explain your specific guarantees, if any.

Now for those of you not looking to spend thousands per month to possibly gain press (not all agencies or reps charge thousands, though many do), there are some PR reps who offer less expensive monthly retainer fees and then charge commission once press is received. This can be viewed as a more ground up, non-traditional approach but appeals to small business owners since the initial investment is not as high.

If you are still looking to save a few bucks in your press plans, consider having  a professional write a press release for you and then send it out yourself. ou can also have an entire press kit put together by a professional. A well written release and polished press kit is very important, so this may be a great option for you if writing isn’t your thing. PR pros know what and how to capture the media’s attention, so don’t underestimate their services. On average, you should be able to get a professionally written release for $150 to $500. Press kits typically range from $500 and up. However, you will use them often if you take the time to, so the investment is worth it should you decide to have one made. As always, consider all your options and ask for examples!

Whatever you do, don’t ignore that you need to be gaining press! So what are you waiting for… get started!

Did you know Retail Minded offers professional press release writing services and press kit development? Contact  Retail Minded nicole@retailminded.com to learn more.


Comments

  • Ben Johnson
    June 1, 2009

    Do you find that press releases are as effective as they used to be? I haven’t read a press release in years and my business (inventory management software) is not the sexiest industry so there isn’t a lot of media covering it.

    I completely agree with you on the Time vs Money trade off. It’s definitely a constantly changing target. I’m just starting out so even my little bit of time outweighs the amount of capital I have. I can’t wait for the day when I can start outsourcing some of my PR so that I can focus on my core competencies.

  • Sarah of Chic Gems
    June 2, 2009

    Great post! Thank you Nicole!

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