What’s it like working with a PR firm? It’s a marathon, not a 5K.

So you’re considering bringing on a PR firm to help you raise awareness, change a behavior, or promote a product or service. Great! Here’s what you can expect as you set out on a mutually beneficial partnership.

Let’s start with the basics – what is public relations? According to the Public Relations Society of America, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” A key part of this definition is “building relationships” and what’s implied is that building a relationship is something that happens over time. In other words, PR doesn’t happen overnight.

We can’t speak for all PR firms, but here’s how we bring new clients on board. We start with a survey that will help us to understand your communication needs. We don’t just want to jump in and execute on what your company is asking for without first making sure we’re on the right track to solve your pain point or achieve satisfying end results. After all, another key element to the definition of PR is “strategic communication,” not “check-the-box communication.”

The survey is also a good time for us to become more intimately familiar with your brand and its tone.

From there, we come up with a proposal, including the various communication channels we will use, whether that’s media relations (which is what many think of when they hear the term PR), social media, existing communication channels like a newsletter, events, or others. Once you’ve signed off on the proposal, then we can get to work!

It bears repeating that PR – especially media relations – doesn’t happen overnight. For example, if you really want your company mentioned in a consumer magazine, the lead time is often six months out…maybe even more. In other words, you might not see the fruits of our labors right away. Even if an editor bites right away, the story might not be printed for several weeks or months. We could pitch a great story idea, but if the editor doesn’t know us yet, they might not open up that email. It takes time to build relationships, and that’s why PR isn’t a 50-yard dash.

As proof of this, we’ve worked with some of our clients for 10 years, achieving desirable results for them again and again – whether that’s media placement or an event that exceeds ROI expectations. If you’re ready to take the first step in your PR journey, book an appointment with our Lead Publicist, April.