SKC Insights

Are you a company or an entrepreneur who's just not at all sure if a PR/Marketing agency can truly help your business? Not sure if it's really worth your time or investment?

Last month, SKC outlined why engaging with a PR firm is smart business. This month, we're diving deeper and exploring how public relations and marketing specialists add strategic value to any endeavor. From counseling management to uncovering your core story to generating investor interest, here are 7 ways we can strengthen your business:

1. Insider Expertise, Outsider Perspective

A common perception is that PR and marketing teams simply write press releases and social media posts. Nothing could be further from the truth. Although it's a given your agency partner must excel in writing, one of the biggest value adds is providing a fresh perspective on your business. Agencies can analyze various facets of your company -- from what makes you unique, to your strengths, weaknesses, threats, and opportunities for growth. But perhaps most importantly, agencies can then act on these analyses with strategy and execution that deliver success. Everything we do -- yes, including press releases and social media posts -- stems from this strategic business analysis.

Sometimes it is nothing short of mystifying when a competitor with lesser products, numbers, and brand recognition generates more ink than you. Just as the art of Chinese calligraphy is built upon layers of subtleties, spanning thousands of years of knowledge and imbued with the spirit of the masters, so are the complexities of telling your company's story.

Still searching for "the one"? For that perfect message, that is. Every company desires messaging that clicks with their customers and resonates loudly in the minds of prospective buyers and media. But creating the right perceptions isn't about having a single message. It’s about matching the correct messages, to the right types of audiences, at the right time.The secret to fantastic messaging is found in developing 5 key messages:

Companies love media coverage — it reaches a large and broad audience at virtually no cost. The news website Mashable gets over 36 million visitors per month worldwide. So you’ve got an interview, but that doesn’t ensure a story or guarantee “ink.” So be quotable.

Here are five tips for a great media interview.

Today's headlines across the world are filled with examples of bad media relations practices. From lying to spying, American companies and politicians at the highest levels are behaving appallingly and unprofessionally toward the media. A good media relationship is a blessing and a joy for any company, but it isn’t always easy to walk the straight and narrow.

When companies plan their media outreach initiatives, we should keep in mind these four commandments of media relations:

Crowdfunding is becoming more competitive by the day. And for good reason. Kickstarter, Indiegogo, and other crowdfunding platforms provide a tremendous opportunity for entrepreneurs and innovators. That said, running a successful crowdfunding project is no small feat.

The internet has forever changed the way news is distributed. From blogs to podcasts to social media and 24-hour online news, your customers are consuming information in a whole new way. Regardless of your company’s brand, service or product, the changing media landscape means more opportunities to get your company in the public eye. But are your messages registering with audiences in ways you intended?