Hostetler Public Relations

Providing public relations and marketing communications counsel, strategy and support

Public Relations

PR investment guide: Questions to drive decisions for short-term decisions and long-term impact

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I work with a lot of mid-sized company owners and non-profit leaders in Indianapolis that I’m proud to call clients. They all have a simple goal in the communications/public relations we undertake together–design and manage tools that generate ROI. There’s one simple personal goal I have in mind to do this–honesty in counsel and fair rates for service. That doesn’t mean I’m cheap or give away ideas; It means I’m fair in business.

Nearly 13 years in business (July 1 is HPR’s anniversary), I’ve seen this happen over and over. Business owners want to develop communications tools, but often end up over paying, in my opinion, for something this isn’t going to provide consistent and long-term results to grow the business. The Internet may be driving public relations today, but it doesn’t mean the philosophies and processes used to create the tools should cost more with short-term planning. Before engaging in a contract ask questions to be sure the investment will drive ROI, support the sales team and be solid for long-term success.

  • How much is this going to cost? Get a proposal and understand what you’re buying.
  • What happens after the tool is created, event is done, message is out?
  • How will this tool you’re buying sustain long-term marketing/communications and public relations?
  • Is this the best way to spend my marketing/communications budget for long-term success? Are there other options?
  • How will I measure the success?
  • Is this public relations company an extension of my team or here for a one-time project? (Either way it’s ok. Just be sure you understand each other before jumping into the expense.)
  • Don’t be afraid to ask a professional’s honest opinion. They may strategically be considering an idea that would support your goals, but without opening the door for advice, hesitate to give professional counsel.

Here’s a recent story where a smart business owner considered options before making any investment.

I”m working with a new mid-sized business client. The company has been in business for over 20 years. The owner is a specialist in his field, but not in marketing. Like many businesses, the recession took a toll on his bottom line. He’s bouncing back and ready to invest in growth. As we began to discuss the best way to invest marketing dollars it became apparent that the tools being used need some housekeeping. The brand is great. The message is there. His place is very credible. There are just arms and legs all over the place in terms of marketing/communications tools that have been built and added onto over the years.

The first meeting the client talked about creating a one-shot event to bring in new customers. We priced it. It was expensive for a company of his size. As a smart business owner he asked the question, “Is this one shot deal worth it?” And like a good PR Pro I first responded, “Do you want my honest advice?” He did.

Heck no! Spend the money on clean up, planning and consistent communications/marketing. For the same cost, we can come in to strategically undertake housekeeping and create a plan in partnership that will be designed to bring in new business. We can drive those offers and messages to bring in new business every week, not in just day.

The message: It’s your communications foundation

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Social media, content management, blogs, enewsletters. The list of cool and new communications tools goes on and on. Over and over business owners read and hear about these tools and many are ready use them, but often forget the foundation of communications: the message.

As a business owner, if you’re considering undertaking a marketing/communications campaign, consider the following question before undertaking use of any of these tools.

  • Can you and your employees share your company’s mission/vision/values?
  • Do you know your company’s message or story?
  • Can your employees and sale team effectively share the company story?
  • Other than revenue growth, what are your company’s short- and long-term goals?
  • Do you know your target markets to strategically grow your business?

If you’ve answered no to this list of questions, consider taking a step back and spend time designing a well-organized communications foundation that includes these elements: mission/vision/values; message; and audiences. With these elements in place you and your employees will be able to strategically navigate the use of communications tools consistently and effectively to meet your goals and generate ROI.

It’s my business to know your business

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When I meet with clients many of them think I will quickly have all of the answers—after all, I’ve worked in public relations for nearly 20 years. Ask me a question I’ll have the right answer. Right? I wish my brain processed that fast!

Instead of a quick answer, the clients usually get a lot of questions. Why? Because it’s my business to know your business. I want to understand the reason behind the question.

  • Why are you thinking about doing something?
  • Why are you asking me this question?
  • How does it translate back to business goals?
  • Will it help the bottom line or the company image?

I’ll be the first to admit I ask a lot of questions. Maybe it’s the journalist in me? Maybe it’s curiosity? Or maybe it’s because the better I understand where a client is coming from, the better we can make the final decision together to advance their business.

Recently I was invited to collaborate with two creative services firms on behalf of a client. I was asked to to the meeting with little to no information about what we were going to discuss for our mutual client as a campaign for the New Year. The creative team presented the big idea and I started to ask questions. I felt a bit negative not hopping on board out of the gate. I asked questions…

  • Would the concept create too narrow of a niche for our client?
  • Have they asked the client for sales data related to the idea?
  • What does trend data in sales show?
  • How will this move the bottom line in a positive direction?
  • Can we use the concept through all communications (it takes 4-7 impressions to get someone to act!).

The creative team didn’t have any answers and I wasn’t getting the concept. It seemed narrow based on my conversations with the business owner, his position in the Indianapolis community and vision for the company. The team decided to ask questions and reconvene the next week.

On the way to the meeting the following week I was hunting a parking spot in downtown Indianapolis when my cell phone rang. It was the owner of the company. We’d been trying to connect on an unrelated topic. During the phone call he provided key trend data related to the future sales position of the company. I said, “Well that’s interesting. I’m walking into the meeting about 2013 marketing and public relations for your company. The team is going to love the information.”

Be open to questions and be honest. If you have concerns about sharing too much information, ask for your agreement to have a confidentiality statement. I’ve had business owners look puzzled when I ask questions about the direction of their company. The more your public relations and marketing team knows, the better the ideas, advice and recommendations that will benefit your business in the long run.

Social Media: Stake your claim, start with the message

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I was invited and went to a great social media presentation yesterday given by Tim Sanders–a self-touted social media guru. He was there on behalf of Chase bank. They’d invited their business clients, who ranged from owners of retail stores to manufacturers and scaled from small- to mid-sized company owners.

Tim gave a great presentation. He’s truly a believer in social media and how it can work for business. He was great! While I listened sipping my coffee and nodding in agreement along with Tim, it was apparent that many of the people in the room were energized, excited and enthusiastic BUT not sure how to jump into the world of social media. That latter observation came during the Q&A and networking post talk. It seems overwhelming to many of these company owners After all social media is the wild west (I’ve called it that for years and Tim used the same phrase; high-five Tim). Where and how do you stake your claim?

Tim had one great nugget that he glossed over pretty quickly. He said that among the newest trends in social media is determining how to keep consistent communications and messaging from post to post, site to site and so on. That’s true, but it’s also something those of us in the public relations profession have know for a couple of years. Maybe we’re trend setters?!

Social media can be overwhelming. Starting at the beginning with your message is critical. Think about it this way: while the marketing and communications tools have changed, the methods have not. You have to know what you’re going to say, who you’re talking to (who to follow/friend/link to) and how you’re going to to it (which social media sites work best). That gives your company personality, style and brand.

Want to stake your claim in social media? Start at the beginning with your message.

Good luck!

Be ready for the interview

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Many company leaders want to be a source for reporters. They want a voice and to be part of a story. Reporters today are on tight deadlines. Staff in a newsroom is smaller and many writers have several things they’re working on all at the same time. When you become a source, consider the reporter’s needs. Give them want they want and you’ll become part of the contact list for future stories.

  1. Most reporters are working on deadline. Ask the deadline and the story run date upfront to know the time frame.
  2. Ask the angle of the story and who else is being interview. Often you can suggest sources within your contact list, too.
  3. In the interview give clear, concise explanations since they must become experts on the topic within hours (we’ve all had months and years).
  4. Most are looking for a few “sound bytes” for their stories—what’s the byte we want them to take away? Think about it before the interview.
  5. Most are looking for the top line on the issue, topic and subject (NOTE: You have limited time to educate and inform. Be ready with notes.).
  6. TV reporters typically have about one and a half minutes to tell the story—speak concisely.
  7. Print reporters interview several sources and you might just be one “sound byte” in a larger printed story.
  8. Most reporters do not report on your business every day so we need to recognize they will make mistakes… keep the end goal in mind… awareness.
  9. All need a source… a talking head… an interviewee…
  10. Add the final story to your website, email it to clients and prospects and keep it on file.

We look forward to helping you communicate your image!

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