What is Public Relations?

February 15, 2012 at 8:17 am | Posted in Uncategorized | Leave a comment
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As a sales trainer, I am often asked about the difference between branding, marketing, advertising and public relations. I thought that I’d go straight to an expert, Alan Winnikoff of Sayles & Winnikoff Communications and ask him to weigh in and clarify a couple of key points.

It’s pretty enlightening.

What is Public Relations?

PR is the art of getting you, your product, your service or your company into the media, which is defined as TV, radio, newspapers, magazines, websites and blogs, as well as social media.  It pertains strictly to editorial coverage. It’s not advertising.

How does it differ from marketing and branding?

It’s a great question because the answer is constantly evolving.  Traditionally, PR is one discipline under the marketing umbrella.  Today, however, the line between where PR stops and other branches of marketing begin is much fuzzier than it once was.  Social media is a great example of that fuzzy line.  To be successful in PR today, you have to understand and be able to manage and execute social media campaigns. Many of our clients expect that to be within our scope of services. Yet, many marketing companies fill a similar role.

So there is more overlap than ever between PR and the rest of marketing. Those borders will probably continue to shift as the media landscape keeps changing. With that said, there are a lot of things PR people don’t do and never will. For example, we sometimes are asked to do advertising campaigns for prospective clients.  As noted above, we don’t do advertising and don’t have an expertise in it.  What we do offer are a range of strategic partners. Those partners enable us to offer clients a much broader scope of services.

When I started in PR, our mission was considerably more tactical:  Get your client ink. Period.  Now much of our time is spent helping clients figure out their positioning and branding. This needs to be done – and done well – before we ever make a single call to the press.  This is because just getting the client into the media not enough.  Context is critical. The story has to help drive your client’s business objectives.

PR professionals are much more marketing strategists than we were 20 or even 10 years ago.  That is a huge qualitative difference.  PR has become more sophisticated and complex than it was back in the day.

Can PR be relevant for small businesses or is it really only for large companies?

PR can be a great service for small businesses and start ups.  Editorial coverage is always more credible to the end user than advertising.  However, it’s tricky because, while everyone wants to see their business in the press, there are some hard questions that need to be asked first.  Primary among those is: What is your news hook? You may have a nice business, but just doing well isn’t enough to get that ink you’re looking for.  We live in an extremely competitive and fast paced media environment.  Journalists need news to be able to write about you.

As PR professionals, it’s our job to listen to your story, process all of the information you throw at us and figure out the news hooks.  A good PR person can almost always dig out and articulate that compelling angle.  It’s what we are trained to do.

There have been times (fortunately rare) when we’ve had to walk away from a potential project, just because there’s no there there.  It’s easy for everyone close to a project to drink the Kool-Aid and believe that there is an appealing story to tell.  But journalists are the final arbiter. If it’s not compelling, they will quickly throw cold water on it.

It’s always difficult to turn down business, but experience has taught us that occasionally (with apologies to Charles Dickens) it is a far, far better thing to pass on a project than to have everyone frustrated – the client, the journalist and the agency.

What exactly does a PR firm do?

Our job is both strategic and tactical.  As discussed above, the strategy involves developing positioning, finding the news story and figuring out the best way to articulate it.  Then we put a plan of action into place that is a roadmap for achieving the agreed upon objectives.  Usually we write a press release, a short email pitch and other documents to support our pitch.  At that point we can begin to reach out to the media with the story.

We offer both business-to-business (b-to-b) and business-to-consumer (b-to-c) PR.  The process is similar but the execution can be very different.  In a b-to-b campaign, we focus on additional objectives, such as speaking opportunities and bylined articles.  With b-to-b, we are aiming to reach a specific audience that will help our clients connect to their potential customers, so the messaging is extremely targeted.  If you are going to do b-to-b PR, you need to be able to talk about your client’s business as fluently as the client does.  So you need to be a quick study!

Consumer PR is a bit easier to grasp.  If you have a product for moms, you want to reach moms.  If you have a TV show, you want to go after the TV critics.  Chances are, the pitch is simpler.  On the other hand, the expectations can be higher. One well placed story for a b-to-b client, in The Wall Street Journal, say, can make you a hero. If you are pitching a TV show premiere, you are expected to generate a massive amount of hits.

Clients also often want to see creative ideas, such as events, stunts and email marketing campaigns, to name just a few.  While nuts & bolts PR is still an essential part of any campaign, ‘cookie-cutter’ is a dirty word in our business.  Clients assume that to break through the clutter, you are going to have to come up with some pretty impressive original thinking and you’d better be prepared to show you’ve got the goods.

Then there is the question of return on investment.  In a difficult economy, where every dollar must be accounted for, everyone wants to know ROI.  PR, unfortunately, doesn’t always work that way.  It can be difficult to quantify precisely what success looks like.  We sometimes have clients who want to know exactly how many eyeballs we will reach, the reach and frequency and the dollar value.  PR resists those kinds of benchmarks.  We can provide circulation numbers, for example, but what does that really tell you? So, hiring a PR firm can be a bit of leap of faith. And, even when we get great press coverage, it doesn’t guarantee you are going to see more sales or more viewers or more business.  A well executed PR campaign builds awareness – motivating the end user to move beyond that call to action is not guaranteed.

What’s the best way to start an engagement with a PR firm?

The above should give you a pretty good idea of what to ask for.  Sit down with the firm and tell them your story.  Then listen to how they respond.  Do they really get you, are they able to articulate the news hooks, do they have a sense of where to take this story and how to roll it out?

PR firms are usually averse to writing proposals because a good proposal is hard to do!  It requires significant brainpower, creativity and time, all of which are finite resources, at best, on any given day.  But (and I will probably live to regret saying this), if I were on the other side, I would insist on a proposal. I would particularly want to see that roadmap I referred to earlier. Let’s see what the agency has in mind and how are they going to differentiate what you are selling from everything else out there.

I do strongly advocate that you refrain from asking an agency for a proposal unless you are serious.  It’s very frustrating for a PR firm to spend the time and effort writing a proposal when a prospective client is just kicking tires.  Respect our time and our professionalism.  Too many times, a prospective client is more than happy to take a proposal (“Hey, sure, why not?”), knowing that the request is not really going to go anywhere.

Once you retain a PR firm, keep your expectations realistic.  You probably won’t get onto The Today Show or into The New York Times or People Magazine unless you have something pretty significant to say.  Sometimes, a slow build grassroots campaign, with coverage in a lot of smaller media outlets, blogs and social media, can be as effective as the big ‘home run.’ Also remember that it often takes a while for the stories to actually develop. You aren’t going to see your first press hit on the day you sign the LOA.  So be patient.  You have the right to demand to know the status of things and your agency should be keeping you closely updated as to its progress.  But stories can sometimes percolate for weeks or longer before they see the light of day.

Alan Winnikoff is co-principal of Sayles & Winnikoff Communications, a boutique PR firm with offices in New York City and New Jersey and strategic affiliates in Los Angeles and London.  The firm specializes in arts, media and entertainment clients, as well as non-profits.  The firm has a sub-specialty in content, projects and businesses for kids, families and parents.

The Not So New Phenomenon Known As Branding

January 5, 2012 at 9:19 pm | Posted in Branding | 1 Comment
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I’ve been in business for more than 20 years and during that time have worked with hundreds of companies across pretty much every vertical and in organizations large and small.

Back in the day my clients hardly (Mmmm, perhaps never) said the word “brand” but in our sales strategy meetings we talked about:

  • Why do customers buy from you versus your competition?
  • What do people say when they talk about your product/service?
  • What’s the perception of your company?
  • What makes your company different?
  • How do you improve your customer’s situation / experience?

And so on.

The word brand wasn’t mentioned but what I do know is that we drilled down on much of what is discussed in today’s branding sessions.

So what’s my point?  Simple.

It is logical that a strong, well-respected brand should help to increase sales. Yes, should help, but cannot guarantee, greater sales. Why?  Well that’s simple too.

Having a strong brand doesn’t ensure that a tightly aligned sales process is in place or that the folks that are tasked with going out and bringing in the business are even competent to do so.  It doesn’t ensure that sales conversations with potential customers will be done exquisitely and with finesse.

Want to be successful?

Develop your brand but make sure that the folks involved with actually “selling” the products (or services, it hardly makes a difference) are actually ready to perform at the highest level and that the infrastructure is in place to support them.

Really want ROI from your branding efforts? Make sure that you’re paying an equal amount of attention to the sales component as well as to branding and marketing.

Bridge the gap and be more profitable. Really.

Bouncing On The Marketing Mattress

October 21, 2011 at 4:11 pm | Posted in Uncategorized | Leave a comment
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A great brand and superb marketing materials can really help a company to establish visibility and credibility with it’s audience. So too can PR and advertising help to pave the way to a successful service or product.

But they simply pave the way or in my mind, they are the mattress upon which sales must bounce.

A fantastic sales rep can close business without the benefit of marketing collateral and a brand promise.  Yes, they can, although they have to work harder and longer in order to do so.

Marketing helps the sales effort.

But make no mistake about it, marketing does not pull through closed business. It can help…it does help but people, processes and qualified sales reps acting on exquisitely crafted sales campaigns are what really generates most new business.

Most sales consultants know this is true and so when they meet a prospect they often (always?) inquire about the marketing campaign that is in the wings. They also review the web site, social media platforms and other such marketing initiatives that are “out there” for all to see.

But rarely, and I do mean rarely, do marketing professionals ask definitve questions about the prospect’s planned sales campaign that will integrate with their marketing program. It’s almost as if they are engaged in marketing for marketing’s sake.

How do I know this?  Simple. I’ve been a sales consultant for 24 years and I can count on one hand the number of times that our firm has been brought in by the marketers working on a program.  Yet in a large volume of our projects we make a concerted effort to identify the right marketing resources for the job and then send out RFPs to help us / our client make our selection.

I’m not sure why this schism exists but it does. I also know that clients would be better served if we all just played nicely together.

3 Tips to Make Your Marketing (More) Effective

October 1, 2011 at 3:03 pm | Posted in sales, Sales Training, Uncategorized | Leave a comment
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Great Brand?  Check!

Awesome website?  Check!

Robust involvement with social media?  Check!

Marketing initiatives galore?  Check!

Yep, sometimes you have it “all” covered but don’t seem to be opening enough doors and winning enough new business. What’s wrong with this picture?

Well, there’s everything wrong if you’re not paying equal attention to your sales process, pipeline management and persuasive selling skills.

Yes, these 3 P’s are critical for your sales success.

Process:  What are you doing with the leads that are generated by your marketing efforts? Are you following up with them in a timely manner and do you have your sales team ready for action? (And if your sales team is..well..just you, are YOU ready to get into the ring and start selling?) A structured sales process can mean the difference between success and failure and getting ROI from your marketing efforts or not. Take the time to develop or refine your process BEFORE you start marketing. If you market first you just might not be ready to handle the inquiries, or to proactively reach out and connect with segments of non-responders.

Pipeline Management:  Unless you are involved in a very transactional business, most leads need to be nurtured and your sales cycle can be months and even years. You must keep your sales pipeline filled with leads that are in various stages of being “worked.” A skimpy pipeline means that at some point in the future you might not have enough active business to keep you afloat. Look at your pipeline on a monthly basis and if you see that the volume of prospects is skimpy, make certain to get proactive and start to prospect for new business.  And, most important, don’t allow your existing prospects to forget about you. Practice exquisite touch point management (connect with me and I’ll share the “3 I’s,” a strategy that works every time!) so that you stay on the grid.

Persuasive Selling Skills: Are your sales competencies as sharp as they need to be?  Are you confident that you and/or your team are skilled in presenting value and benefits, effective probing, overcoming objections, closing…and more? If you have even a smidgen of a doubt then I highly suggest that you make the effort to refresh or enhance those skills so that you are certain to get a return on your marketing investment.

A great brand and marketing program are just the beginning. It’s important to know how to execute on the marketing strategy. Do it ineffectively and your marketing is for naught.

The Importance of Selling

September 26, 2011 at 8:26 pm | Posted in sales, Sales Training | 3 Comments
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I never thought that it would get to this.

No, I never thought that I would be propelled to write a post about the importance of selling.

After all, it’s pretty obvious, right? If you’re in business, if you have a trade or a profession you must try to win new customers and retain and grow your existing ones.

Simple.  You…sell.

Fact: you shouldn’t develop a groovy new logo, create a brochure, procure some promotional items or dive deep into social media without thinking about your ultimate goal, the acquisition of new business.

And regardless of whether you have a transactional type of business or one that is very consultative, the desired end result is the same: increased business.

So before you march into the land of marketing make certain that you have:

  • Established a well-oiled sales process
  • Created your follow-up and touch point management program (for long-term ROI on the marketing initiatives)
  • Fine-tuned your sales strategies and techniques

Marketing is great but it’s not a stand-alone. It must be tightly integrated with your sales efforts and if it isn’t, all of your marketing efforts will simply cost you time, money and momentum.

What a Fabulous Marketing Campaign But Wait, Where Are the Sales?

August 3, 2011 at 7:32 am | Posted in Adrian Miller Sales Training | Leave a comment
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As a sales consultant and trainer for the past 24 years I’ve worked in pretty much every conceivable industry.  I’ve seen the good (great!), the bad and the ugly and have always attempted to add my 2 cents so that the marketing endeavors are aligned with and support my client’s sales efforts.

But here’s the truth. It is in the smallest minority of cases that the marketing and branding folks turn the talk to sales. It’s almost an afterthought and the feeling conveyed is that it simply gets in the way of the sexy creative stuff being developed.

The fact is that the sales efforts have to be considered right from the get-go and if not, that sexy and compelling marketing campaign just might not equate to dollars, cents and new business.

It is true that when marketing and sales are deployed as an integrated program, two parts of a whole, the results improve exponentially and everyone wins.

So why is it that so many companies and marketing firms don’t address specific sales issues at the very start of planning the marketing campaign.  It’s a mistake for sure and to make certain that you don’t fall victim to this same situation, consider the following:

  1. Have you created the requisite follow-up and follow-through program for your lead generation marketing program?
  1. Are your sales reps trained on the product or service and do they exhibit all of the sales competencies required to pull through the business?
  1. Have you established a tracking and measurement system for the marketing and sales efforts? (Lots of inquiries but no closed business means that something is off kilter.)
  1. Do you have adequate staff to handle the inquiries, orders, leads or appointments?
  1. What ROI did you project? Are you on target?

It’s pretty simple. If you want to recognize the best results and ROI from your marketing endeavors, you must make certain that your sales follow-up operations are firmly in place.

If you see gaps then take the necessary actions and make adjustments before the results are anything less than stellar.

And remember, a team effort will reap rewards for everyone.

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