E-BUSINESS PUBLIC RELATIONS – FITTING YOUR NEEDS

By Lee Graham

As the dot-com bubble becomes an increasingly distant memory, the media landscape for e-business news has shrunk to nearly pre-bubble levels. For example, today print and online publications covering e-commerce as a topic can be counted on one hand, and the general business media requires a higher degree of proof, before they’ll even consent to speaking to a company about its business.

So how can companies like yours increase exposure in the media, thereby reaching partners, customers and the general public? Do you still need to pay an outside PR firm to keep your brand in play? And if so, how do you find the right resource to fit both your needs and your budget?

Shifts in the media landscape

It was only a few years ago that e-businesses were covered – and lauded – by the media for nearly every press release that was sent across the wire. Technology PR firms demanded from potential clients yearly retainers in the six-figures (and in some cases, huge deposits were required by firms, before they’d take the business).

Even then, companies could never rely on the fact that firms could actually staff their business with staffers who knew the whys, whats and wherefores of technology-focused (or technology-adjacent) businesses. The supply for this type of specialized knowledge simply exceeded the demand placed upon it by companies hungry for all-important “mind-share.”

Times have certainly changed

It’s a PR buyer’s market right now and there are hundreds of choices for counsel – big and small – available to you. And that’s good news for your business. But there are still some hazards and common pitfalls that must be avoided, when it’s time to choose the PR relationship that’s right for you.

Following are some steps companies can take to make sure they’re getting PR and media-relations counsel that really makes a difference:

1. Recognize the strengths (and weaknesses) of PR

PR is not simply about the number of “hits” a company gets in the press; it’s also about the depth and breadth of coverage for specific business articles. For example a general press release might garner five or six small mentions in trade publications, but a concerted and well-researched story angle given to the right reporter at the right time can generate a deep and focused business story that can create real positive – and measurable -- dividends for your business.

That said, few PR professionals will admit that in general there is little to no causal relationship between PR and sales. Does it happen? Sure. But in general, PR counsel concerns itself with the following real-world business goals:

According to the Public Relations Society of America (PRSA), “The many tools of the communications process require experience, specialized skills, solid judgment and concerned objectivity – all of which the right counselor or public relations firm should bring to bear on an organization’s needs.”

2. Define your company’s needs

Before you can communicate successfully with others, you first have to know what your company wants to achieve—not just with PR, but in all areas of your business. Once your business goals have been agreed upon internally, it’s time to share them with your PR counsel to develop a strategic framework and consistent external communications messages to get the word out to the public when it will do the most strategic good for your business.

3. Review credentials and capabilities to find the right fit for your business

PR counsel comes in many shapes and sizes: From single-person sole-proprietors, consultants and freelancers to small and mid-sized “boutique” firms to Global 2000 PR and marketing agencies and conglomerates. It’s a difficult decision, but here are a few tips to help you determine which type of counselor might be the best fit for you:

4. Choose the right relationship: Retainer v. Projects

Finally, be sure that the way prospective PR counselor’s bill for their work complements your company’s needs. While some PR firms, consultants and freelancers offer their services on a project basis (e.g., for a single product launch or preparation of a media kit and strategic messaging), others do not. A retainer arrangement might be appropriate for a few months, but not a full year, so make sure you negotiate the deal that makes the best sense for your business.

If you work for a large company that has several newsworthy business initiatives on the agenda throughout the year, if your company is publicly traded, or if you anticipate needing communications counsel throughout the year, you’ll probably need to have PR counsel available at all times, making a monthly retainer de rigueur. Others might have only a few business deals to publicize, or simply need a communications planning document drawn up, should look to counselors that offer the option of billing for discrete projects.

In some cases, you can even “audition” PR counselors on an initial project, just to see how you work together, before committing to a long-term deal. Considering that media outreach is only successful if your counsel truly understands your business, I recommend that initial projects be limited to PR planning, press kit development and/or strategic messaging. Once you’ve worked together on these initial “ramp-up” projects, you’ll know whether they are a good fit for further projects or a long-term retainer arrangement. In addition, if the relationship isn’t working out, you’ll at least have materials you can use for the time-being, as you search for a more appropriate resource to fit your needs.

Building trust

No matter what size or type of PR counsel you choose, it’s of paramount importance that you feel comfortable with the people you’re trusting with your business communications. Whether it’s a short-term project or a retainer agreement, you’ll be working closely with whomever you choose to counsel you and should be very open about future plans for your business. For that reason, you should really get to know the people who will be involved in your business – not just the executives at the initial meetings, but also the day-to-day workers -- and trust them to provide objective and actionable advice that will enhance your success.

In addition, make sure your chosen communications counselors have taken the time to understand what makes your business different from all others and can communicate that information quickly, clearly and concisely. Working together, you can build a lasting and mutually rewarding business relationship.


Lee Graham is sole-proprietor of Lee Graham f.l.c.w., a pubic relations and marketing consultancy specializing in retail, technology and media clients. Clients include Shop.org, SmartMoney.com, The Boston Consulting Group, The NPD Group, Finali Corporation and WURLD Media, Inc. Lee Graham lives and works in New York City.