F A Q
What is the Definition of Public Relations?
Public Relations tells your ideal customers through a third party why they should trust you with their time and money. It is a discovery into the value that you offer and a connection with those who want to hear your story.
Professional storytellers, or journalists, speak through newspapers, websites, blogs, radio, TV, podcasts, social media and trade magazines. They stake their reputation on sharing accurate, compelling information with their readers. Your buyers trust them.
What is Digital Public Relations?
Digital Public Relations, or off-site Search Engine Optimization, combines the power of storytelling with the ability to measure its impact with data. It’s finally possible for your company, reporters who cover your niche industry and readers of their work to engage so that everyone gets the value they need.
Why do I need Public Relations?
Your reputation matters. Your prospects aren’t only looking at your website, they’re looking elsewhere on the web such as social media to see what others say about you. You can’t buy a great reputation because it isn’t for sale. You must earn it.
Public Relations professionals regularly research and interact with journalists, also called reporters, to understand their interests. The PR pro will find a newsworthy angle to your story and let relevant reporters know when you have news to share.
Consumers demand the most authoritative sources for accurate information. Search engines such as Google and DuckDuckGo battle every waking moment to give that data to users the most quickly. By regularly appearing in credible media and communicating information that improves lives, web crawlers rank you more highly. You want to appear at the top of the search results when consumers search for your products and services.
Why should I hire a PR Agency?
Public Relations professionals work hard over years to create meaningful connections with reporters and media contacts. They establish a level of trust so reporters will answer their emails and pick up the phone when they call. They know how to get information into the public domain. PR requires time and effort, and a firm can save you all of that trouble while getting the job done right the first time. Like anything else worthwhile, there are no shortcuts.
How is Public Relations different from Marketing?
Public Relations identifies reporters who want to write about you and the value you provide. Reporters don’t accept payment as a matter of ethics and reputation. It therefore involves more work to engage the right people to share your story.
Marketing is sending the right message to the right person at exactly the right time to buy your products or services. It includes paid advertisements, social media boosts and email newsletters.
A healthy plan for exposure should include earned media (Public Relations) to promote trust, credibility and visibility, as well as paid channels (marketing) to amplify that information to your customers.
Advertising can result in faster results while the benefits of PR last into perpetuity. Readers pay attention and take notes on articles that improve their lives while they scroll much more quickly through paid ads. Also, original content lives on search engines forever. Paid advertisements end the moment the money runs out.
PR is also far less expensive than marketing.
What do PR firms do?
Public Relations firms work with you to define your mission, core values and vision of success. They take the results of the discovery and translate it into copywriting that reporters and their readers can easily understand. A Public Relations specialist then packages the material into news announcements, speeches, social media content, blog posts, podcasts, crisis planning and any other opportunity to improve your company’s standing in your market.
How much do I need to Invest in my PR results?
Agencies that bill hourly might charge $385 per hour for a Vice President and $150 an hour for an account executive. They calculate the time and personnel necessary to provide you with an estimate of how much you will owe upon completion of the public relations plan.
Off-the-shelf pricing allows you to get your information out in a hurry. Prices range from $1,250 to write and distribute a press release to the right contacts or $20,000 or more for a firm to feature you in a top-shelf publication.
Retainers allow you to pay a recurring fee for an agreed upon number of hours or tasks to complete each month. They generally start at $2,000-$3,000 for middle market companies and can run into the hundreds of thousands for world capitals and Fortune 10 players.
DYS Media offers all of the above. We calculate the time and effort necessary to complete your project and guarantee you an affordable rate. Your spend never increases. We can get you started for as little as $2,995.
Why would anyone want to write about us?
Newsworthy events constantly happen in your company. You launch new products. Raise money from investors. Invest in new equipment or space. Host informational events. Hire a new executive. Celebrate a milestone. Win recognition from an industry trade organization.
They are all terrific opportunities to tell your customers and investors more about you. The best part is that they want to hear this information about you. Reporters and search engines do too!
What should I expect when hiring a PR agency?
As opposed to a quick bounce from a paid advertisement, properly executed PR takes time to see real results. Building trust and engaging with consumers doesn’t happen overnight. Capturing your profile and researching media markets to best position you requires an upfront investment of time and money. It’s often the most difficult part of creating a strategy. Tactics can be tweaked over time as you learn what does and doesn’t work. A Public Relations professional will also prepare you for interviews and guide you on how to interact with the press.
Can I simply write a Press Release & send it to a list?
Press releases have their place in the media world, especially when you need to get news out in a hurry. They should be a last resort, however. First, reporters know that 300 of their colleagues received the same material. They don’t gain followers by regurgitating known information. Second, journalists don’t like getting information irrelevant to what they cover. You’ll quickly end up in their spam folder with too many messages unrelated to what they do. At that point, you’ve lost them for good because they won’t bother reading the releases that would really help them.