Public relations, or PR for short, is often misunderstood and lumped into the same category as marketing and advertising.
There is overlap, yes, but PR stands alone in its nuance and purpose.
So how do you know if you are ready to make the investment in PR for you or your business? And when is marketing and/or advertising enough?
Here are a few questions to ask yourself:
Do you have time?
You cannot “set and forget” your public relations campaign. An exceptional PR team will build a data-driven and cohesive strategy and tactics for you, but you will be required to update your PR team in changes to your business, so they can quickly adapt. This will happen during your weekly, bi-weekly, or monthly team huddles.
You may also be called on to make guest appearances on TV, Radio, Podcasts, etc. This requires time away from your business and may happen on short lead times.
It’s recommended that you plan on allocating 5-8 hours a month to dedicate to your PR campaigns to maximize your ROI or delegate communication with your PR team to someone on your staff.
A great PR team will bring your business many opportunities to tell its story, you will want to ensure you have the time and resources to do so.
What are your goals?
Does your business need a quick “fix”? If so, PR may not be for you.
In a previous post, we outlined the amount of time you can expect to invest in a competent public relations campaign before seeing significant gains — around 6 months.
PR is about crafting relationships, telling your story, and connecting with your community. Time is needed to develop and nurture these connections.
If your business is struggling and short on time to improve, we recommend speaking to experienced advertising consultants. Your needs may be best served with sharp, quick-hitting advertising campaigns that reach as many people as possible as quickly as possible.
If your business is stable, PR can work in tandem with your existing advertising and marketing strategy to build relevant relationships, credibility and reputation, while increasing sales over time.
Have you budgeted for PR?
PR hourly rates and retainers can vary depending on your market and selected firm experience. However it is advisable to look for and interview firms with both experience and knowledge of your industry.
These agencies may not be the least expensive, but your investment will yield greater returns.
So how much will this cost?
Here’s a guide:
Traditional hourly rates
Publicity: $130+ an hour
Social media management: $75+ an hour
Community Outreach: $60+ an hour
Traditional Public Relations Retainers*
Firms with 1-3 years experience: Up to $3,000.00 per month
Firms with 3-5 years experience: $5,000.00+ per month
Firms with 5+ years experience: $7,000.00+ per month
*Most retainers require a 6-12 month commitment
Please note: These dollar amounts are meant to give you an idea of what to expect when you contact a PR agency. They will vary based on your market, your industry, and any add-ons, including advertising and marketing services they may offer.
Cheers to your success!
Sammis|Ochoa is San Antonio’s fastest-growing public relations and digital marketing agency. The firm is headquartered in San Antonio and serves clients in Austin, Houston and San Antonio. Email firstname.lastname@example.org or call 210.390.4284 to amp up your PR game!