The Advantages Of Hiring A Publicist

Remember the days when you could setup a box or two, fill a pitcher with water and lemonade powder, and have an instant business? Five cents would buy a person a glass of overpowering lemonade. You would sit outside for hours and wait for passing motorists to pull up and buy a refreshing beverage. Life was good. Your product cost was zero, because Mom paid for it. You could drink your inventory without repercussions. You were business owner, sales staff, supplier, and janitorial all in one.

Publicity came easy back then. After all, you were local, and just needed a couple of cardboard signs with arrows that said: Lemonade 5 Cents.---> And if business go slow, you could go door to door, and let your customer base know you were actively in business.

Unfortunately, we grew up (at least some of us did - my wife's still wondering about me...)

Now, we have a much larger business to deal with, and it takes a little more than a cardboard sign that says:
Integrated electronic components, $2,594.95 each. --->

Advertising and classic marketing principles are key to succeeding in business. Of course, public relations plays a role in that process. How much of a role depends on many things, especially your time, commitment level, and
past experience.

As you're aware, GreatPR and 101PublicRelations.com are dedicated to giving you the tools you need to perform many public relations activities on your own. But there clearly is a time, place, and need for professional publicists.

Let's look at the advantages and disadvantages of hiring a publicist:

Advantages -

-- Publicists generally have a long list of contacts with news agencies, advertising firms, and others that you don't. This means better access to publicity channels. There are clearly advantages of working with someone who
has a relationship with and who talks with the key reporter for your business several times a month, rather than having you try to cold call that person to pitch your story.

-- A publicist does this sort of stuff all day long. Good ones know what works, what doesn't, and can probably find new and creative ideas that you never thought of.

-- They have time to construct a publicity plan, and implement it. Presumably, you don't. They leave you the time to do the things you do best: run a business, market a business, or lay around on the beach...

-- Chances are that the publicist you hire will have multiple clients. They will probably be able to cross-pollinate to get mass publicity for all. This can help you if your name is even remotely associated with other large, well-known, good companies.

-- The good ones have mounds of examples and/or experience they can draw upon to generate new ideas to help your company get out of its PR comfort zone, to get you attention. via 101PublicRelations.com