How to Get the Most Out of Working with a PR Agency
A megaphone’s amplifier button = public relations agency!
Think of a public relations agency as the amplifier button on a megaphone. If you’re not 100% prepared before you broadcast your voice for all to hear, you may short-sell your audience on what you have to say instead of delivering expert-honed storytelling.
That’s what PR agencies (like ours!) do - we refine, optimize, and distribute your message via custom-tailored marketing strategies to appeal to the largest possible crowd at just the right moment. In short, we create the ideal conditions for your big megaphone moment. If that sounds like magic, rest assured we’re just very experienced at capturing your audience’s attention! JS2 has, after all, been providing top-quality restaurant and hospitality PR and social media services for 20 years … 22 to be exact!
If you’re looking to get the most out of working with a PR agency - whether you’re a restaurant, food and beverage brand, or simply a professional looking to grow your business through branding, we’re happy to share a few key principles to successful media relations to help you get the best value for your investment.
BE PREPARED TO ARTICULATE YOUR GOALS AND VISION
Clearly defined goals and a long-term vision are essential to creating a roadmap for success. Ask yourself: “Why do I want PR?” Is it to build brand awareness, establish credibility, drive sales, grow your social media presence, recruit talent - or something else? Your primary goals will guide your public relations team in building the most effective strategy. Keep in mind that even the best-laid plans can run into speed bumps, or require an occasional detour, but your shared goals and vision will keep everyone moving in the same direction.
Good PR requires great creativity!
DEFINE YOUR TARGET AUDIENCE
Use data to confirm who your current demographic actually is (versus who you think they are), and set your public relations team up for success by providing it during your initial meetings. Once you do a little data-digging, you may be surprised by who is driving your sales or booking reservations.
Capturing the attention of this demographic is an essential method of funneling news and story ideas towards press outlets that reach your desired audience - that’s the goal! Your PR team will prioritize their outreach to press, other brands for collaborations, and events based on your core (or ideal) customers, and can inform you when it’s beneficial to reach beyond this target audience for specific opportunities.
Know your target audience!
PUT YOUR BEST FOOT FORWARD
Invest in the type of photography you want to see run alongside your story. Very few outlets still produce their own images, and those who do tend to use those resources sparingly. Having stunning professional-quality photography will not only represent your brand in the best light, it distinguishes your brand as premium and is an enormous help to the news outlets and journalists investing in and telling your story. Thoughtful visual packaging makes a huge difference in everything from high-profile gift guide inclusion to eye-catching influencer unboxing videos. It’s also important to consider how your packaging fits within your brand and messaging. Tons of cheap plastic doesn’t make sense for a brand in the sustainability space, for example, and journalists and influencers will absolutely take notice.
Your website doesn’t need tons of bells and whistles, but it does need to clearly represent your brand, be up-to-date and accurate, include essential information, and be easy to navigate. A strong website tells journalists that you’re ready to tell your story and receive the new eyeballs that their coverage can attract.
A beautiful photo is worth 1000 words!