Building Relationships with the Media

One of the driving forces of franchise public relations, or really just public relations in general, is the relationship between those in public relations and those in the media.  Those in PR want to spread the word about a client and the media provide the vehicle or ability to do so.  The relationship between the two parties is essential for both to succeed.  Here are some tips on building strong relationships with those in the media:

1- Value:  Before you approach anyone in the media, such as a journalist, evaluate your story and your pitch.  Ask yourself, “Why is this story important?  In public relations the criteria for any piece you create are: timely, human interest, significance, prominence, and proximity.  Now ask yourself a question based off of each of the criteria, for example, “Does my story have significance?” or “Is my story timely?”  If you can’t answer the questions with solid answers, then you can’t expect a journalist to have any interest and you should reconsider pitching the story.  To build a solid relationship with the media you must provide them with a story they will want to use.  In the future, they may remember you and be more willing to help you.

2- Approach: Once you have determined your story is journalist-worthy, you must carefully consider your approach as this is key to the start of developing a good relationship with anyone in the media.  Know the publication you will be pitching to.  Know the scope and look at their editorial calendar so you know the topics that are planned.  This way you can time your pitches and give them the types of pieces they will want at the correct time. 

3- Know the journalist: If you pitch a story to a journalist that is outside the realm of their area of interest, then you will be wasting their time and that is no way to start a solid relationship with anyone.  Pitching relevant stories to the right journalist is an excellent way to build credibility and appreciation from a journalist whose time you will not be wasting.  Also, dig through past pieces of what a journalist has written to get a better idea of the type of pieces they typically cover.  That’s a great way to assess your own piece and see if you think your piece will be something they are interested in.

4- Honesty: Always, always, always be honest!  Lying to a reporter is a huge no no.  Besides the fact that lying is unethical, it will only give you a bad reputation.  Lying will completely destroy your relationship with anyone in the media.  Journalists will not even bother reading pieces you send if they have to continually check your facts because they can’t trust you. 

5- Be available: Try your best to always be available if a reporter calls with questions or needs any additional information.  If you miss the call you run the risk of the journalist going to another source for information or scrapping your story all together.

Looking for more tips on building relationships the media?  Feel free to comment below or contact us.  

Increase Your PR Efforts

As a franchise public relations agency we will go to any length necessary to help our clients succeed.  We strongly believe in doing whatever you can do to increase and pump up your PR efforts.  Any PR agency will tell you that there are a few extra activities your franchise or business can do in addition to your current PR campaign.  Here are a few tips on increasing your PR efforts:

1- Charity involvement: A great way to increase your PR efforts is to get involved with a charity.  Research and contact local charities to see what types of opportunities are available to your franchise or business.  Promote your company’s good will in addition to your current tactics.

2- Partnerships: Partnership events are a great way to bump up your PR efforts.  Consider partnering with a local, similar business to your own and throwing an event.  Partnering will help you to maximize the press coverage for the event.  It’s a great way to team up with another similar business and bring a wider audience together. 

3- Community involvement: Try contacting your local Chamber of Commerce to find out more about events that you and your business or franchise could participate in as an addition to your current PR tactics.  Helping out the community is another way to show your company or franchise's good will and do something great.  

4- Local media involvement: Contact local newspapers and magazines to see what types of opportunities they have for submitting articles or advertisements to help promote your franchise or business.  This is a simple yet great additional way to increase your PR efforts.  

5- Sponsorships: Consider sponsoring a local sports team as another great way to promote your franchise or company.  It is a sure fire way to get your company or franchise’s name out there.

For more tips on how to increase your PR efforts feel free to leave us a comment below or contact us.  

Measuring PR Results

It may seem like a difficult task, but measuring the results you achieve from your public relations campaign is crucial.  Measurement helps provide you with the details of how successful or how unsuccessful your PR campaign was in achieving your campaign goals.  What would be the point of identifying your goals, intiating tactics and then never understanding the impact those tactics have had on your goals?  There wouldn’t be much of a point.  Consider the following tips when measuring PR campaign results:

1- Set Specific, Measurable PR Goals:  You cannot expect reasonable results if you set unrealistic goals, so with any goal you set along the way with any PR campaign, make sure you are setting goals that are achievable.  Make sure  the goals you set are also measurable.  Again, what good are tactics if you cannot measure their success rate?  Not very good at all.  

2- Use Analysis Tools: There are many tools out there on the market today to help you analyze your PR campaign progress, so use them throughout your campaign as a way to help track your results.

3- Analyze Everything!: Analyze everything and anything!  Track and evaluate any company, product, service or spokespeople mentions, check industry trends, check competitors and monitor any issues and pay attention to issue responses.  A good PR agency knows that throughout any PR campaign you need to make sure you are analyzing everything and anything related to your campaign to ensure your efforts are paying off.  Analyzing will also let you know what is not working allowing you to change course if necessary.  

4- Don't be Afraid to Change Tactics: While monitoring your PR efforts don't be afraid to change tactics and strategies quickly if you find that they just aren't working for you.  If you find that you are not seeing the results you were looking for from a tactic, then try something new.  Never underestimate the power of a solid backup plan.  Come up with some strategies or tactics that can be used just in case a tactic is not working for you.  

5- Outcomes and Changes in Public Opinion: At the end of your PR campaign determine the outcome and see if there have been any changes in public opinion about your company or brand.  After all, one of the goals of public relations is to shape the way the public feels about a company or brand.  Check out what people are saying about your company or brand on the internet via social media, blogs or forums.  It should give you a pretty good indication of the impact your PR campaign has had on the public.

If you're looking for more tips on measuring PR results, feel free to leave us a comment or contact us.  

Creating a PR Brochure

A PR brochure, like many materials in the world of public relations, is meant to inform, engage and call people to action.  Creating a PR brochure can take on various forms and hold all sorts of information.  A physical PR brochure is a piece of paper that is typically folded into three sections and contains information regarding an event, company, brand or anything else that a company wants to share with the public.  An online brochure will act the same as a physical brochure, but should utilize keywords for search purposes.  A PR brochure can also double as a company brochure providing vital background information on a company, but the PR brochure can also serve a more specialized purpose and can be used to achieve a specific goal as a part of your PR campaign.

While many people lump PR brochures and sales brochures into the same category, they are really quite different.  What is the big difference?  While the typical PR brochure does aim at getting donations, support, or buyers, the PR brochure is mainly informational.  It is similar to a press kit where you as a PR agency, provide information in such a way that it may persuade an action from someone, but it isn't as "in your face" like a sales brochure would be.  If you are looking to have a brochure created for your franchise or business, make sure you know the type of information you want to give to the public and how you want that information perceived.  Here are a few tips for creating a successful, informational PR brochure:

1- Make it stand out: Strive to create a brochure that stands out amongst all the rest.  Lets face it, no one wants to create a brochure that totally flops and is tossed out by everyone and anyone that receives it, so make yours unique.  Make it visually interesting and eye-catching.  Make it a piece that no one wants to throw away.  As a Chicago PR firm we know that isn't always the easiest task, so if you feel that this is an area where you're having trouble, then don't be afraid to call in the PR experts.

2- Make it newsworthy: Making your PR brochure newsworthy is a big part of the key to success.  Ensure that your PR brochure is viewed as newsworthy by making sure that it is relevant, significant and timely.  Always try to strike while the iron is hot.  The brochure won't be able to stimulate interest if the target audience does not find the information important to them.  Anyone that reads your brochure wants to feel like they have need that you may be able to meet and that is what the PR brochure should provide.

3- Make it fit your company's identity: PR brochure's should always fit your company's identity.  Your brochure needs to show your company's identity and be consistent with your representation as it is seen in other places like your website, business cards, sales sheets, etc.  If your brand is fun, exciting and upbeat then your brochure needs to reflect that.  Utilize your company's motto, philosophy and mission statement in your brochure.  A PR brochure is a really great way to show off your brand's personality a bit more, so do just that.

The Basics

Lastly, here are a few of the basics not to forget when creating your brochure:

- Your company name (you could forget!)
- Logo (branding in general)
- Mission
- Goals
- Reason for the PR brochure
- Why the reader should think it's important
- Call to action
- Contact information

If you're looking for more tips on creating a PR brochure or any other PR collateral, feel free to leave us a comment or contact us.

Facing Up to a 'Monster' PR Crisis

Popular energy drink brand Monster is currently facing up to a monster public relations crisis.  The brand is being linked to the death of a child who consumed the product.  As a public relations firm always looking to protect our clients, we cannot imagine how difficult this particular crisis has been on the brand. Let's examine the brand and story a little further:

The Product

Before we talk about the story itself, let's familiarize ourselves with the brand and product.  The Monster Beverage Company produces some of the most popular energy drinks on the market today.  Aimed at a young demographic, the drink is top choice to many young teenagers.  The drink itself contains the caffeine equivalent to nearly seven cans of Coca-Cola.  Yes, seven!  Since it's creation in 2002, the product has received plenty of flack from the media as fear of its harmful effects spread.  

The Issue

In 2011, the family of 14-year-old Anais Fournier blamed The Monster Beverage Company for their young daughter's death alleging that energy drink caused her death.  The girl had consumed two 24-ounce cans in two days.  Her parents stated that the high levels of caffeine contained in the drink aggravated an existing medical condition.  This ultimately caused a heart attack.  Aside from the 14-year-old's death, the FDA is already investigating the deaths of four other people who also ingested the beverage shortly before their passing.  The FDA has reported multiple emergency room visits from people who have consumed the drink with complaints stemming from vomiting to chest pains to heart tremors.  Monster denies any link between their product and the deaths, but is denial the best method? 

Handling the Issue

Touching an issue involving any consumer casualties is difficult no matter how you look at it, so how does a company protect itself and its consumers?  

1- Messaging: We suggest, with any issue really, that consistent, strong messaging is key.  What you say and do during a crisis will be put under a microscope, so make sure your messaging is strong and keep it consistent. 

2- Gain control: The minute you lose control, you'll lose likely never get it back, so it must be you and your company or franchise's mission to stay in control of the issue. You and your franchise or company need to always have control over an issue and that's where working with a top notch franchise public relations agency comes into play. A good PR agency can help you keep control.  

3- Put customers first: In a situation such as this one, it is important to put customers first.  Their safety might just be in danger and it is your responsibility as a brand to let them know they are not in harms way and that as their chosen brand, you will always protect them.  In crisis situation like the one Monster is facing up to, the most important thing they can do as a company is show compassion for their customers otherwise their customers will just go out and choose another energy beverage to consume.    

4- Swift action is key: Acting quickly, especially in a situation like this, is important.  Waiting it out on a subject that is as touchy as this one would only make the brand appear to be more at fault.  Waiting also leads to speculation and lets the public come up with their own interpretations of the truth, which is never a good thing.  Make your point known and get your side of the story out.

5- Use your resources: Whenever you find yourself or your franchise or business in the midst of a crisis use any resources you have at your disposal.  Your website and social media pages are good places to put up statements.  Make sure all your communications bases are covered.

Looking for more tips on tackling a monster crisis?  Leave us a comment below or contact us.

Using a PR Agency

Are you and your franchise or business in need of some PR guidance?  Finding a public relations firm to rely on could take some solid research, but finding the right public relations firm is worth its weight in gold.  How do you find, and ultimately choose, the right public relations firm for your franchise or business?  Here are a few suggestions:

1- Determine your goals:  Before you start out looking for a public relations firm to work with, determine your goals.  What do you want the PR for your franchise or business to achieve?  You need to know where you are headed as a franchise or business so that when you speak with potential PR agencies you can accurately brief them on what you are looking to do.  An agency can better assess your situation and give you better service suggestions when they understand who you are, what you need and what you are looking to do.    

2- Consider your budget: As the head of your business or franchise you must consider your budget.  How much can you afford to spend on PR services?  Assess your money situation to figure out where PR services fit.  If you have a solid budget allowing for use of a public relations agency, then give it a shot.  If your purse strings are a little tight you may want to consider a freelance PR consultant.  A good PR consultant could provide you with adequate assistance without breaking the bank.  

3- Consider your industry: When you’re looking for a public relations firm or consultant, consider the industry that you and your franchise or business are in.  Try searching an online directory for PR firms or consultants that understand your industry and have previously done work for other companies in your industry.  If you do not intend on using a directory, then ask around for recommendations.

4- Location: You may be tempted by the credentials of an agency in a different state then your franchise or business, but try to stick with something local.  Why?  You will probably need to meet regularly with the firm you choose and constant travel probably isn’t in your schedule or company's best interests.

5- Package offerings: When you’re in the preliminary stages of picking a PR firm to work with you will start by seeing what packages a firm suggests.  Be wary of firms that attempt to give you a “standard package.”  If the package sounds like it works for your franchise or business, then perhaps its okay, but really examine what “standard” means.  It’s vital that your franchise or business is receiving proper care, so see if the prospective public relations firm offers you a tailor-made package.

Looking for more tips on picking a PR agency?  Comment below or contact us.