Ask Timpo: hiring a PR

by John Timpson - Thursday, 6th September 2007 -

Used in the right way and with a good slice of luck, public relations can be much better than advertising. But don’t even consider using PR until you know what message you want to get across.

There is something satisfying about getting the papers to print your words for free, but don’t be tempted to tackle PR on your own. Making contact with journalists can be a pain – you need an agency to do the legwork. Find a PR consultant you feel comfortable with – if they are going to project your business they must be your sort of person. Pay them a retainer for six months.

Around £10,000 should produce some reasonable results – see whether it does before making a long-term commitment.

Be wary of PR agencies that stray into advertising and promotion; “advertorial” features in papers are expensive and men dressed as Yogi Bear handing out leafl ets seldom gives value for money.

Don’t be shy. You might be uncomfortable about appearing on camera, but media techniques can be learnt, and your personal involvement will make a big difference. Experience gained on local radio may in time give you the confi dence to appear on Dragons’ Den or Question Time. Media appearances could turn your product into a national name and make you a hero at the golf club.

But before putting the time and money behind PR, ask yourself: how good is my internal communication? Getting a strong message to your workforce and creating a buzz in the business is the best PR of all.