You are likely to buy a product or service from someone you know, like and trust. The same applies to your audience and potential customers.
It can take time to build up a good reputation and, of course, it is also dependent on how you behave (not just what you say).
Public relations is one way to strengthen your reputation more widely and generate positive publicity for your work.
You can hire someone to do the work for you, but here we will look at seven reasons you may wish to do it yourself:
1. You don’t have the budget.
When you’re starting up a new venture, the chances are that you will have a limited budget and will be a Jack of all trades; from acting as the financial director to heading the marketing strategy.
If self-promotion is a strong point and something you enjoy, it may make sense to work on your own PR plan in the first instance. There are also resources and guides out there to support you.
But if you are part of a more established organisation, this may not be the best use of your time. Consider your hourly rate compared to the time it would take to competently carry out a campaign.
Your effort may be better invested elsewhere.
Also, there are a range of options available to suit tighter budgets.
2. You have plenty of time.
Again, when you start out and are still building a customer base, you may not have much in the way of money – but you do tend to have some free time.
Whether you decide to do it yourself or pay someone to manage your PR, you will have to invest some hours into your campaign. However, doing it yourself will take longer.
If you’re at the point where you’re pushing away potential clients because you’re perfecting a press release, then it may be time to reconsider your choices.
3. You enjoy it.
I personally would rather swim in Weston’s winter sea than return my own tax self-assessment. I find tax, well, taxing.
The question is, do you enjoy PR and all that it entails? Or does the idea of scraping a chalkboard with fingernails sound more enticing?
4. You are aware of media law.
Are you aware of the dangers of infringing copyright or trademarks? Or what could constitute as libel or contempt?
Just because something has appeared on social networks or is in the public domain does not mean it is safe to use.
One photographer was awarded £20,000 for unauthorised use of his work.
5. You have the skillset.
You will understand the target market and how to reach them.
You will know what makes a good story and the kind of publications a particular article would suit.
You will be able to write in the appropriate press style. This may involve short sentences and a lack of adjectives, for example.
You will have an eye for detail. This doesn’t just mean grammar and spelling, which is important, but also includes checking for any inconsistencies or potential legal issues.
You will also have a knack for developing relationships with reporters, publishers and potential partners.
These are just some of the skills which will come in handy for managing your own PR.
6. You can be objective.
You may take your skills and accomplishments for granted or feel uncomfortable about blowing your own trumpet.
In this case, it helps to work with an objective third party, whether it is a PR consultant or a trusted contact.
7. You are successful.
If the above applies to you and you have had consistent past success, then working on your own PR sounds sensible.
If, however, you have tried and not had the desired results, it may be time to speak with a professional.
I’ve worked with clients after they’ve tried to get press coverage for themselves, with little to no impact.
If you would like help with your PR, you can contact me for a free 15-minute consultation.