SKC Insights

It’s 3 in the morning. You’re wide awake and your mind is besieged. Your competitor just sent out a new funding press release. How do you match that? Why is it so hard to reach the right investors? The right customers? Your team throws ideas at you. Dazzle with 3D presentations. We better be everywhere – on TV, on TechCrunch, on Facebook, LinkedIn, at tradeshows, everywhere! And don’t forget blogs, white papers, case studies, and email campaigns! And on and on and on.

It’s now 4am and sleep eludes you. You’re overwhelmed. Why are PR and marketing such enigmas? You know you need it to truly grow and attract investors and customers. But how? Where do you start? To think you once thought asking Rita to the prom was the toughest thing you ever did.

Sure, PR and marketing may feel daunting. But we’re here to say it doesn’t have to be. Take a deep breath, let go of everything you think you have to do. Instead, focus on just two steps that will make all the difference: First, build your foundation, and second, build your house.

This is what we mean:

1. Build Your Foundation, aka Build Your Story

A solid foundation ensures your company stands strong while forces around you wreak havoc. The secret to PR/marketing success boils down to this: know thyself. Who are you? Who should care? What can you offer?

The beginning of the new year brims with possibilities. You have goals and grand plans for your company. You have a brand to build, products and services to launch, more customers to win over and an opportunity to scale. You have so much to do and so little time!

Yet you’re challenged. You’re dreaming up ways to stretch your 24 hour-days into 48-hour days, spitballing ideas on how to meet these goals without adding headcount. Well, you’re not alone. From brand building to media relations to digital marketing, there are plenty of reasons why so many companies have found their solution by partnering with PR/marketing firms. Here are 6 reasons why hiring a PR and marketing firm is smart business.

1. Frees Up Your Time to Focus on What You Do Best

You're building your company, designing, developing and selling products and services. That’s what you do best. The PR agency has clients and products to market. We write, message and position you, pitch media, create news stories, secure speaking opportunities and awards, execute digital marketing – that’s what we do best. When you find your trusted agency, take a sigh of relief as you can now free up your time to focus on what you do best, paving the way for you to build products that are PR-worthy.

We hear you. The marketplace is brutal. Customers are fickle. Competitors are breathing down your neck. And worse, some prospects have never even heard of you! You need positive press coverage and brand awareness yesterday — there’s simply no time to wait.

We wish we could come in and magically wave a wand to get you some visibility right now. But, unfortunately, public relations doesn’t work this way. PR, like so many other business processes, rewards the companies who approach it with preparation, commitment and time.

Getting rid of misconceptions and myths — and facing these 6 hard truths about PR — will help you gain traction and take advantage of all it has to offer.

Truth #1: PR Takes Time

Effective PR takes time. Like the sales process and growing a pipeline, PR is something we can’t do one day and walk away from the next. Companies in the know start by building a solid messaging and story foundation, creating quality content and relevant news angles, and cultivating the right audiences. This takes ongoing commitment and a regular sharing of your story in a variety of interesting ways to achieve PR success. The best results come to the companies who stick with it.

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.

When you're running a company, trying to handle PR and marketing on top of everything else can be overwhelming. Sure, you know how important reaching out to your audience is, but between product launches, fundraising, sales prospecting, hiring, team building and the myriad of other things on your plate, the time just never appears. As much as you hate to admit it...you're not Superman or Wonderwoman.

We're here to tell you it's okay.

Great leaders know when to ask for help and how to delegate. So stop trying to grow that third shoulder to carry the weight of your company's marketing needs and instead share that load with a PR partner who knows what they're doing.

Here are 5 reasons why you should outsource your PR and marketing:

1. Delegate to Focus

Successful execution of your company's PR/marketing program is no side job. It's demanding work to be planning, strategizing, messaging, shelling out press releases, writing blog posts, case studies, social media, white papers, conducting media pitching and more. If it's not your only priority or even your area of expertise, it can weigh heavily upon your shoulders. Having a partner dedicated to this frees you up so you can focus on your mission-critical tasks.

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.

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.

Small, medium or large? The real world presents us with an endless array of choices—from the clothes we wear to the size of our computers and sound systems. In a world of shrinking gadgets where nanotechnology reigns supreme, we've learned that big is not necessarily better. In the world of public relations and digital marketing, we've learned that small is often better!