Jeg kan ikke afgive en PR/reklame kampagne–kan jeg?

Det er en sætning jeg hører igen og igen fra mange iværksættere, ejere af smÃ¥ virksomheder og opfindere: “Jeg ville elske at hyre nogen til at lancere vores reklamekampagne professionelt, men vi har ikke rÃ¥d til det, sÃ¥ jeg vil bare nødt til at gøre det pÃ¥ min egen.”

Over de sidste mange mÃ¥neder har jeg været at gennemføre en uformel undersøgelse blandt iværksættere og virksomhedsejere, der har kontaktet mig om mine tjenestegrene. Jeg har fundet, pÃ¥ grund af deres manglende information eller viden om emnet, mange virksomheder typisk overvurdere eller budget over udgifterne til en kommende public relations/reklame kampagne. Under min PR samrÃ¥d med dem, spurgte jeg: “hvor meget tror du, at det vil koste for at lancere en solid og effektiv PR/reklame kampagne for dit produkt/forretning?” Af de 102 mennesker har jeg forespurgt:

11% Рtroede en professionel PR-kampagne ville koste $10.000 + per m̴ned

32% Рtroede en professionel PR-kampagne ville koste $5.000-$10.000 per m̴ned

39% Рtroede en professionel PR-kampagne ville koste $3.000-5.000 $ pr. m̴ned

12% Рtroede en professionel PR-kampagne ville koste $1.000-$3.000 pr m̴ned

6% Рtroede en professionel PR-kampagne ville koste mindre end $1.000 om m̴neden

Sandheden er – du kan få en reklame/PR-kampagne i alle prisklasser. Hvad du får for dine penge og hvor effektiv kampagnen vil være er det egentlige spørgsmål. Det er rigtigt, at jo mere du betaler, jo mere du får. Men at få den mest reklame/PR eksponering betyder ikke, du skal få mest dyre PR-bureau eller specialist.

En god tommelfingerregel er at tilpasse dig selv med en PR-virksomhed, der bedst afspejler din virksomhedsstørrelse. De fleste gange deres priser vil være i overensstemmelse med dit fremtidige PR-budget. Hvis du ejer en mindre virksomhed med to medarbejdere, skal du ikke ansætte en høj-dollar PR-bureau med snesevis af medarbejdere. Finde en PR virksomhed hvis office størrelse og kapaciteter ligner din virksomhed.

Sag i punkt – der er en stor PR-bureau pÃ¥ en fancy bygning downtown et par miles fra mit kontor. Helt ærligt, vi er ikke selv konkurrence med hinanden – faktisk har vi endda nævnt kunder til hinanden. Hvorfor? De typisk arbejder med store selskaber og gennemføre kampagner pÃ¥ omkring $10.000 per mÃ¥ned. Min virksomhed arbejder med mindre virksomheder/personer – en PR/reklame kampagne med min virksomhed ville være omkring $10.000 for et helt Ã¥r – ikke bare en mÃ¥ned. Mekanisk, downtown virksomheden og min virksomhed gør det samme nÃ¥r det kommer til PR-kampagner: professionelle medier frigive sammensætning; omfattende media marked forskning; formulere personlig distribution pÃ¥ medier; mÃ¥neder af medierelationer (artikel placeringer/interview planlægning/media anmodning opfyldelse, klipning/sporing af medier placeringer osv.).

Tilmelding med den store virksomhed betyder ikke nødvendigvis får du en erfaren medarbejder arbejder på din kampagne. Så du får hvad du betaler? En ven af mine, der arbejder på en større PR virksomhed gav mig følgende opdeling af billing gebyrer på sit kontor:

Praktikanter/Junior ledere – bill på $75/time (meget lidt, hvis nogen erhvervserfaring)

Salgsrepræsentanter – bill pÃ¥ $100 – $125/time (1-3 Ã¥r erhvervserfaring)

Topledere konto Рbill p̴ $125 Р$200 i timen (flere ̴rs erhvervserfaring. Agenturet beslutningstagere.)

Sammenlign priserne pÃ¥ mange smÃ¥ PR butikker eller individuelle PR specialister. Mange har startet deres egen PR virksomheder efter Ã¥rs erfaring i branchen og typisk opkræve $50 – $100 i timen til professionelt iværksætte og opretholde din kampagne. Mange gange, kan du fÃ¥ en erfaren PR, der vil arbejde direkte med dig og dine medarbejdere for billigere end “Praktikant/Junior” executive sats pÃ¥ en downtown firm.

Men ét ord af rÃ¥dgivning – nÃ¥r du vælger en mindre virksomhed eller person til at gøre din PR, Sørg for de har de samme værktøjer, som de større kontorer: opdateret/mediekontakter lister; personlig medier distribution kapaciteter; professionel klipning/tracking tjenester at fÃ¥ kopier af hver af dine medier placeringer (artikler, bÃ¥nd fra TV/radio shows) samt immaterielle aktiver af ekspert kommunikationsmedier forbindelser færdigheder og professional pitching dygtighed. Hvis de er billigere, men ikke har alle værktøjerne til at hjælpe dig i den bedste mulige mÃ¥de, er du sikkert bedre stillet bruge lidt ekstra penge til at sikre din kampagne er lanceret og vedligeholdes korrekt.

De store fordele ved at ansætte en professionel (enkelte PR specialist eller PR virksomhed) til din kampagne er:

Korrekt kampagne gennemførelse – forkert sammensat eller dÃ¥rligt skingre kampagner er den store undergang af mange PR-indsats. DÃ¥rligt skrevet, over-kommercialiseret pressemeddelelser; Uncalculated, fejlplaceret masse e-mail af frigivelse banen; ingen opfølgning media relations/media anmode om opfyldelse; osv… Dit første indtryk af at medierne er en varig – Sørg for, at det er en god en.

Medier kontaktpersoner – de fleste PR-bureauer har etableret flere medier kontaktpersoner over flere år, der kan føre til meget bedre og mere talrige medier placeringer til din kampagne. Lad deres fod i døren gavne dig.

Effektivitet – PR specialister og agenturerne generere omtale fuld tid, 8-12 timer om dagen og kender ins og outs, genveje og hemmeligheder til at fÃ¥ arbejdet gjort bedre og hurtigere. Sikker pÃ¥ du kunne hænge din egen drywall eller gøre din egen VVS, men har du værktøjerne, tid og ekspertise til at gøre det omkostningseffektivt. Jeg fortælle altid mine klienter, “du gør hvad du gør godt, jeg vil gøre hvad jeg gør godt og vil vi kollektivt flytte denne forretning længere op ad stigen.”

En advarsel nÃ¥r det kommer til at vælge en professionel PR-bureau eller individuelle arbejde med – signeringsgrænse for en højere prissat kampagne betyder ikke nødvendigvis, du vil fÃ¥ bedre resultater end en billigere kampagne. Og omvendt gælder ligeledes. Over det seneste Ã¥r eller deromkring, er mange “low-cost PR/reklame tjenester” begyndt at dukke op over hele internettet. Dem, der lover at skrive og lancere en pressemeddelelse for sÃ¥ lavt som $99. De er lave i omkostningerne – fordi ærligt mange er lav kvalitet. Større er ikke nødvendigvis bedre, og billige betyder ikke altid, en god handel.

Hvis du har tid, værktøjer og talent til at starte og vedligeholde din egen kampagne, bør du helt sikkert gøre det. Hvis ikke – der er en række af public relations/reklame firmaer, specialister og tjenester derude. Forskning for at finde ene, hvis tjenester og gebyrer matche din forretningsplan. Når ejere af virksomheder, iværksættere og opfindere lære mere om deres muligheder når det kommer til at lancere en PR-kampagne – mange synes, at de ikke råd til ikke at have en.

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