PR…It’s More Than Hits and Clicks
Question: I want to get the word out about a new product. I’ve written a press release but got no response. Should I hire someone in PR to help? Without any guarantee for success, I don’t want to waste my money. And I’m told PR is a dying field, thoughts?
Answer: Years ago, I tried to save a few bucks by cutting my own hair. I will never make that mistake again.
The Bureau of Labor Statistics indicates the job market for specialists in public relations will increase about 6 percent between now and 2024. PR is also becoming more important in marketing. So, my thoughts are, a good PR team will be able to do a lot more than just announce the launch of your product. It will take your information and ideas and mold them into an interesting story the media will jump on. Let me give you an example.
I met a woman who created a tool designed to cut tile. Like you, she tried to get the word out herself with no success. Her goal was to get it sold in Home Depot and Lowe’s and her first question for me was, “Can’t you just ask the ‘Property Brothers’ to feature it on HGTV?”
Successful PR firms do have lots of contacts, unfortunately, I didn’t have Jonathan and Drew Scott on speed dial. So, I delved into her background and found out how hard it was for her to get a patent and find a manufacturer. She told me early on in her journey, several meetings were canceled when companies learned she was a woman. She decided to use her first initial and her last name in all of her correspondence. Finally, she started made headway. She used all of her savings, made plenty of mistakes along the way, but didn’t give up and eventually signed a contract.
This was a story I could pitch. This was more than just a new invention; this was a story about hope and perseverance. After two weeks, I got her published and on radio and TV. And today that product is in Home Depot, Lowe’s, and Grainger.
Can I guarantee the same for you? No. But I’d love to give it a shot. We PR types never shy away from a good challenge or a good story.