Do PR internally or find a suitable PR agency
Posted: Thu Jan 30, 2025 3:54 am
Making your own company known and winning customers: PR can play a crucial role in this, especially for small and medium-sized companies . Precisely because small companies often do not have such a wide reach on their own, journalists are of great importance to them in their role as multipliers. But also because press work costs nothing in principle, it is - in contrast to many other marketing tools - very interesting for small companies. But what our series of articles on PR for the self-employed and SMEs also shows: press work is a lot of work. This can be done within the company, but there are also numerous specialised PR agencies and freelancers who take on communication for companies.
Anyone who does public relations quickly notices that very different skills are required here. On the one hand, PR can be seen as a classic craft: if you know the rules armenia telegram screening of how to write a press release, you are already a big step ahead. But there is a lot more to it than just writing standardized texts. PR people should be creative when it comes to generating topics and how these can be prepared for journalists. At the same time, they should be good salespeople: they don't "sell" the product, but a topic to journalists. This requires persuasiveness, enthusiasm and a good feel for people. But good organization, structure and perseverance are just as important: if you want to get topics into the media, you have to juggle many balls at once, you can't lose sight of deadlines, you should always be up to date and maintain your contacts regularly. None of this is something you do on the side alongside your actual job in the company.
If you hire an agency or a freelancer, you are not simply outsourcing your public relations work. Good cooperation between the company and external service providers is a basic prerequisite for them to be able to carry out good press work for the company. It is therefore always worthwhile to tackle the topic of press work within the company itself first: Create basic press materials , integrate a press area on your website and define your goals: What topics do you want to cover? In which media do you think your company should be reported on? You will quickly notice whether you are good at these activities and whether there is sufficient capacity and know-how within the company for these tasks.
Anyone who does public relations quickly notices that very different skills are required here. On the one hand, PR can be seen as a classic craft: if you know the rules armenia telegram screening of how to write a press release, you are already a big step ahead. But there is a lot more to it than just writing standardized texts. PR people should be creative when it comes to generating topics and how these can be prepared for journalists. At the same time, they should be good salespeople: they don't "sell" the product, but a topic to journalists. This requires persuasiveness, enthusiasm and a good feel for people. But good organization, structure and perseverance are just as important: if you want to get topics into the media, you have to juggle many balls at once, you can't lose sight of deadlines, you should always be up to date and maintain your contacts regularly. None of this is something you do on the side alongside your actual job in the company.
If you hire an agency or a freelancer, you are not simply outsourcing your public relations work. Good cooperation between the company and external service providers is a basic prerequisite for them to be able to carry out good press work for the company. It is therefore always worthwhile to tackle the topic of press work within the company itself first: Create basic press materials , integrate a press area on your website and define your goals: What topics do you want to cover? In which media do you think your company should be reported on? You will quickly notice whether you are good at these activities and whether there is sufficient capacity and know-how within the company for these tasks.