SKC Insights

You've put in all the time and effort building your company. You know that your technology and brand story is a major differentiator, and that having the right PR agency partner will raise your awareness and credibility, catapult you to the next level, help get your story out, earn you positive media raves, and compel your prospects to buy from you and partner with you.

You know the timing is right to bring on board a trusted PR agency. But how do you choose the agency that’s right for you? Asking the following five questions might just get you closer to your ideal agency!

1. What is Their Track Record for Helping Companies Like Yours?

Finding a PR firm that has helped companies like yours is helpful. Look at companies that the agency has on their past and present roster. Are they from your or related industries? Are they startups or Fortune 500s? If you are an AI startup, agencies with applicable AI experience will understand your offerings and ramp up more quickly, but equally important, it means that your team will have relationships with reporters at the media outlets where you want to be featured. Treat the agency’s track record like a portfolio and prediction of how the agency will work with your company.

A wise old woman once said, "There is more to life then meets the eye, including the success of your business. If fame and fortune are what you seek, then perhaps it would be wise to look to the lunar calendar."

Before you consult your friendly neighborhood fengshui master, the answers to a prosperous year may be found in the Chinese zodiac animals of public relations.

Here are five signs that PR is meant for you:

1. When You're Out & About, But Nobody Knows You

Industry trade shows are high-powered affairs where major players are conveniently located under one roof. So you mingle with a mission. But without any buzz about your company, you will most likely be dismissed with the networking kiss of death. "Oh...hum...what's the name of your company again?" These words strike you in the heart as your potential client nods, smiles, and walks away. If you are crying inside because you were branded a "nobody" among your peers, this, my friend, is a sign. Our zodiac advisor says it's time to summon the PR DOG, the best friend of man as well as the best friend of business.

Face it—without trust, nothing gets accomplished. Prospective customers, partners, investors must first be convinced of the credibility of your company and products before they will sign on the dotted line. Wouldn’t it be great if they already know about your company and track record and seek you out even before you approach them? This happens when you build credibility for your organization and it becomes a trusted brand. But how do we build trust?

Here are Five Ways to Build Trust:

1. Get Ink in the Media

News sites, industry magazines, newspapers, selective blogs and other media are credible independent outlets that regularly mention companies and quote executives in their stories. When you’re quoted in the media, your credibility is enhanced, and your prospects’ trust in you deepens.

A common dilemma: You have a growing company, great products and services, happy customers and a knowledgeable CEO. But no one knows who you are. Thankfully, a strategic, focused public relations program can change that. Many companies have relied on proven PR strategies to raise awareness, build industry presence and even bolster sales. You can too.

Here Are 6 Ways PR Can Help Your Company:

1. PR Positions Company

Ever get the question, "What does your company actually do?" Are you inundating prospects with confusing messages? A PR program can craft direct and memorable messages that can effectively position and differentiate you from rivals. It also positions the company and CEO as the "go-to" source for industry trends and news.

What separates the haves from the have-nots in the business world? The simple answer is "reputation," an intangible that fortunately isn't unattainable. Chances are you already have most of the components to build your company's identity and reputation. One thing is for sure, no matter how good your product or service, you don't stand a chance in the business world without a solid reputation.

Here Are Five Ways To Build Reputation:

1. Know Thyself

Laser-focus on the niche that gives your company its competitive advantage. Knowing where you stand in the competitive landscape is the first step to developing your company's key messages and a larger strategy for building your company's identity and reputation.

Lights...camera...action! The research is done; the presentation complete; the audience assembled; now it's your turn to take the spotlight. You might be thinking, I'm ready, now I just need to connect with the audience. Whether you're talking one-on-one with a reporter, hosting a webinar, or giving a keynote speech at an industry event, what can you do to boost your confidence and wow your audience?

Here are 5 tips for connecting with your audience:

1. Custom Fit like a Glove

"One size fits all" is nice in theory, but it's not very realistic. Before you print that PowerPoint, understand what your audience is looking for. What information are they expecting you to provide? What are they hungry to learn? Should you use industry jargon or avoid it altogether? Tailor your messages, your tone, even your delivery style to fit each audience. Taking time to customize your presentation can mean the difference between making a connection and getting a cold reception.

With 2017 drawing to a close, you reflect on the milestones crossed and goals achieved. You also plan your marketing and PR goals for 2018. Does your company need greater brand recognition? Do your executives need more exposure to influencers and decision makers? Are your products, services, or spokespeople appearing in news sites that can bolster your sales efforts? Are you challenged by how to meet these goals without adding head count? Finding support in a PR/marketing agency might be your answer.

Here are five reasons for tapping into a PR and marketing agency in 2018:

1. Abundance of Resources

Securing media coverage, launching content marketing campaigns, winning awards and industry allies all begin with research - who to reach out to, what tools to use. Your PR and marketing agency will have already invested in the best, most comprehensive media databases, and received training in marketing automation tools thus saving you thousands of dollars in subscription fees and expanding your capabilities ten-fold.

You've spent months and years of your life on it, and you're finally ready. You're ready to launch your new company, product or service to the world. But how do you ensure that the right people notice? Many ingredients make a successful PR launch – a generous dose of time, a sprinkle of creativity, and most of all, intense preparation on all fronts.

Here are 5 Considerations for Your PR Launch:

Tradeshows are like marathons. They aren't for the faint of heart. The biggest ones, like CES, run for six days and are packed with early mornings, late dinners, bustling business exchanges, and constant industry buzz. Tradeshows are also popular, albeit noisy, forums for promoting your company, your successes, and your messages. But how can you make sure that your company is not swallowed up by the sea of vendors vying for mindshare and media attention?

Here are 5 ways to grab the tradeshow media spotlight:

1. Be Prepared

Months before the doors open and the crowds pour in, your PR firm can work in close coordination with event organizers to uncover media opportunities for you -- from inclusion in tradeshow dailies to exclusive invitations to media events. Plan your releases so they can be pitched weeks in advance, not days. Now is the time to enlist the expertise of PR pros to refresh your message, update your media kits, and get your executives interview-ready.

So, you've decided to hold a media event: a press conference to launch a new product or service that will change the industry (or the world), celebrate a company milestone, merger, or a bi-centennial. Before you send out invitations to guests, especially your media guests, review your checklist and make sure not to miss these five steps. As a host, it is up to you to intrigue reporters to gain their attendance and potential media coverage.

Here are 5 steps to planning a media event:

1. Have a News Hook

You might have organized a well-planned event: you might be disclosing company news, or launching a new product, or providing breakthrough sessions at your conference. Believe it or not, these might not be enough to tempt busy reporters to come to your event. You'll need solid, relevant and timely news hooks. How will your company news or product shake up the industry? What value can you bring outside of what the media can read from your press release? Can your news resonate beyond the conference room and event hall? Be sure to highlight trends, unique aspects of your product or service and demonstrate how your news will transform and elevate these trends. Where there's a news hook - there's a story.