How to Get More Value from Your PR Firm
Companies hire PR firms with high hopes, but there are things you can do to get more value from your PR firm. Trust me: I’ve run my PR firm for over 25 years.
Lead time!
Give our PR team enough time to understand your goals, products, and strategy. Hiring us two weeks before a major product launch or trade show with high expectations and high pressure is a recipe for failure. Sure, pick some low hanging fruit in the early days, but the important stuff needs enough runway to strategize, create content, do outreach, and secure placements.
Demos and product samples in hand
Give your PR team a demo while the ink on your retainer is still wet. Or make sure they get a product in hand to try it out. You’d be surprised how often PR clients forget this step or delay it. And then they wonder why we don’t understand what they’re doing. The PR team should understand twice as much as a journalist needs to in order to write a story. Don’t expect them to be instant experts, but help your PR team become reps worthy of your product or service.
Sync your road map to reality
Technical founders can see their product years before it is complete. But pitching future features before they are ready will earn you the deadly distinction of being vaporware. Have enough built or enough support or validation from your industry to prove that you’re building something real and know where you’re heading.
Proof points
Describe as much as you want. Use the fanciest marketing lingo you can come up with. Paint a future magical world that will result from your invention. None of it will get past journalist and influencer BS meters as much as proof points that your product or service does what you say it does.
Proof points:
success stories
power users
quantitative accomplishments (dollars, users, engagement)
social validation
Follow expert PR advice
Sorry, but you have to put your ego aside and know when your PR experts are giving you expert advice. If you think PR firms are just for sending out press releases to the targets you insist on, you are wasting your money. Let them tell you what actually works for storytelling, media placement, thought leadership, and accomplishing your business goals through the right publicity strategy. Listen, even when it may gently contradict your plans or timeline.
About Dmitri Vietze:
Dmitri Vietze launched PR and Marketing Agency Rock Paper Scissors in 1999. His vision was to combine cutting edge technology and deep organic storytelling to help clients crystallize their missions in compelling ways and amplify their stories in innovative ways. Dmitri added music tech startup founder to his accomplishments when he founded StoryAmp, a DIY PR platform. That experience informs his work as a trusted strategist for Rock Paper Scissors’ music innovation clients. He continues to lead Rock Paper Scissors as a full-service agency as the music industry and the media landscape evolves.
About Rock Paper Scissors:
Founded in 1999, Rock Paper Scissors, Inc. is a PR and marketing firm composed of a diverse team of communicators, creatives, and business minds. We have represented thousands of entertainment tech projects from six continents. Our roster includes clients in music technology, Our roster includes clients in music technology, sports technology, entertainment technology, wellness tech, consumer electronics, innovative musical instruments and gear, AI music, consumer apps, and much more.
