As an industrial player, you may still have doubts about working with a public relations agency to manage your interactions with the press. So, if you're struggling to weigh up the pros and cons, this article is for you! Rest assured, we're here to help you see things more clearly. 💡
How can you differentiate between providers to find the one that best meets your needs? Today, we're giving you the answers to the main misconceptions about press relations agencies!
Misconception #1: A news agency will be better equipped to manage my project than I am on my own.
TRUE. Choosing a specialized press relations agency in the industry will be able to
Indeed, in the world of public relations, networking is clearly the watchword. The press officer you work with must be present and known to the journalists you are targeting (for example, they must know the journalists from Production and Maintenance, Industry & Technology or even The New Factory).
Furthermore, the concept of time is also important. A specialized agency will dedicate its entire schedule to the project, unlike your internal team, where deadlines are likely to be constantly pushed back.
Misconception #2: Press releases are the only effective way to attract journalists' attention.
FALSE. Although press releases are very effective when done correctly, there are other ways to attract journalists. It is even certain that original news presented in a new format make the information more appealing to the press. For example, you can use different communication formats such as feedback or even the expert forums (To learn more about these topics, read this article!)
In any case, regardless of the medium, it is essential to master your subject and adapt your writing to a journalistic target audience to avoid losing credibility. Also, pay attention to deadlines: make sure you prepare your message in advance and take into account in your schedule some time before seeing results.
Misconception #3: PR agencies don't need briefs
FALSE. If an agency or press officer tells you they can manage everything on their own, run away! Press relations must meet an internal awareness objective and not be carried out at random! The agency will need to know your exact needs and priorities in order to gather specific information and offer you a tailored service.
That is why it is necessary to draw up a detailed brief before launching any project . The distribution strategy is not the same for everyone, so it needs to be adapted!
It will also be essential to define the image you want to convey, which will be reflected in your editorial line. Then, place your trust in the agency you you choose, as it will guide you throughout your project.
Misconception #4: It is difficult to measure the ROI of press coverage.
FALSE. Although the impact of press relations remains difficult to quantify, evaluating their return on investment is possible, and even necessary. On the other hand, PR contributes to the development of your reputation, and their ROI is therefore measured over the long term.
But how?
To measure your performance, you must first take into account quantitative indicators such as the number of unique visitors, opportunities to be seen, or even "share of voice," which will position you in the press.Don't forget to look at your sales trends—we guarantee there's a correlation between PR and increased sales! Youcan also take more qualitative indicators into account, particularly in terms of your company's image in the press and how it evolves over the course of the campaign.
Misconception #5: With a specialized agency, you can be sure of the number of results.
TRUE/FALSE. Due to the freedom of the pressNo agency can guarantee you
on paper that she will achieve a specific number of results (if not, same thing, run away!
It may force you to pay for advertorials...). On the other hand, it can target
a specific media outlet, but it will never be sure that it will pick up the story.
But this is precisely where the press agency comes into its own: it has a qualified database
and sometimes very close relationships with the journalists and media outlets it works with.
This gives you many more opportunities to get coverage!
Convinced? If you are looking for a press agency specializing in industry, remember that the MITI team is here to help!
