= The No 1 Question Every Public Relations Expert Should Know How to Answer =

== Entrepreneurs watch out: Ask these questions to find the right PR expert for your business. ==

Are you looking for the perfect PR Consultant for your business? We asked our PR and growth experts to advise entrepreneurs on questions every Public Relations expert should know how to answer. Each of our experts shares a question, and explains the answer the PR expert should be able to provide. Asking these questions can help you find the perfect PR agency or PR freelancer to start your campaign with:

== Why do we need PR? ==

Nathan Sebastian, Content Marketer at GoodFirms:

“The answer to this question would be:

Public relations is among the most effective ways for building on marketing strategies and creating a robust online reputation. Companies that are investing a significant amount of time and effort to stay at the top of their PR strategies are able to see larger returns with better ROI. As PR is all about sending the right message to the right people at the right place, it has the potential to change the future and profitability of a business.”

**How can working with a public relations professional benefit my brand

Chandra Gore, Publicist & Principal Consultant of Chandra Gore Consulting:

“Any PR expert should be able to explain how consulting and working with a public relations professional can assist with identifying gaps in your SOPs in regards to plans of action and crisis management, also creating the right strategic communications plan for your business, identify milestones or achievements that can be newsworthy, and creating and defining your brand story.”

== What is your niche? ==

Brandi Sims, Founder & CEO of Brandinc PR:

“Public Relations is a very broad industry with a wide facet of focus areas that rely on our skillset. It is important that your expert knows how to respond to this question because it offers an opportunity into his /her expertise which they should be more than willing to share to not only potential clients but brand partners.”

== How can PR helpmy business? ==

Paige Arnof-Fenn, Founder & CEO of Mavens & Moguls:

“The expert needs to be prepared to answer “how can PR help build/grow my business?”


Many entrepreneurs are skeptical/do not think they are big enough/have enough to say to include PR in their plans. Entrepreneurs need to be educated on the value of earned media and understand that it is the most cost efficient way to get their story out which leads to new customers/shortens their sales cycle. Every time a new article hits/you speak at an event/are quoted in the media there is value in that exposure/instant credibility/third party validation which carries a lot more weight than a paid ad.”

== Why should a journalist care about the PR story? ==

Evan Nierman, CEO and Founder of Red Banyan:

“The No 1 question everyone working in PR should know: Why should a reporter and by extension, their readers, care about the story you are pitching?

If a PR expert does not have an answer to that question, then there is nothing to tell, and no story to sell. PR experts should always pitch with purpose and provide value to both the reporter doing the story and the target audience. If a PR pro cannot articulate why the pitch is important, then the “news” is not news, and they need to brush up on their media relations skills!”

== What is news? ==

Shel Horowitz, Green Business & Marketing Strategist at Green And Profitable:

“Every PR communication should demonstrate why its client’s news is important, different, newsworthy. A-list reporters get hundreds of releases every day; yours must stand out. I develop “story-behind-the-story” press releases, For instance, when I was hired to write a news release for a book on electronic privacy, my headline was NOT “Electronic Privacy Expert Releases New Book It was “It’s 10 O’clock — Do You Know Where Your Credit History Is?” The lead graph suggested it might be “vacationing” in the data banks of big corporations; the book showed up in the third paragraph. (97 words)”

== How can we stand out in a world of so many accomplished leaders and influencers? ==

Natalie Bickel, Creative Communications Expert at Brielle Cotterman Media:

“The way to make you stand out above the rest is by helping you discover your unique story. It’s one thing to have a long list of accomplishments and accolades, but it’s another to be able to tell your story in a way that someone hasn’t heard before. As a creative communications expert at a PR company, I craft clients’ media bios. Not only do I have to include those credibility markers, but I have to find a compelling way to present all of their information. Being able to intertwine a story throughout their achievements, making it a journey rather than a list, helps my clients secure aligned media placements, furthering their placement as a thought leader in their area of expertise.”

== What type of coverage can you secure for this news? ==

Corrie A. Fisher, MS, Account Executive at KNB Communications:


“A number of factors play into where and how a company is featured. It’s important to set the expectation that reaching and securing company news with top-tier publications (i.e New York Times) is a gradual process. You must catch many small fish before you can catch the big ones. This takes time, relationship building, and recurring exposure in the media. If done correctly, this presents itself for big wins.”

== Can I proof my story before it publishes? ==

Tami Belt, Owner at Blue Cube Marketing Solutions:

“No, you get to proof the information submitted for consideration. Journalists have the final say in what, if anything is published or broadcast. This is the difference between public relations and advertising. In advertising you are paying for placement of your content. In PR you are paying the public relations practitioner to excavate, craft and send story ideas and news that earn media.Stories remain alive with links on news sites while ads are limited by contracts. Published stories increase credibility for the organization when they appear in print.”

== Will your PR efforts ==

*automatically* lead to increased sales and business growth?

Jumi Aluko, Owner at Jumi Aluko Consulting:

“And the answer to that is a resounding no!

Just because someone reads about you in a publication or sees you on TV does not mean they are going to call you up the next day and hire you or buy your product. PR is about generating and increasing brand awareness and interest in what you have to offer. We, as publicists, make more people AWARE of who you are, but YOU have to have marketing and sales processes and systems in place to take these people simply from spectators to active and engaged customers and clients.”

**How do you measure success

Carl Eden, Digital PR & Outreach Manager at Dark Horse:

“It’s true that the benefits of PR can be more difficult to track than other marketing channels. PR, both traditional and digital, is a time consuming and creative process which can take a long time to get results, and an even longer time to show the effects of the results afterwards. Even to an understanding client, it can, at a glance look a bit like a money-sinker, so knowing the answer to the question, ‘how do you measure success’ is vital for anyone working in public relations. It’s often the first question clients are going to ask.

Whilst not all campaigns will hit the same, PR experts should have a rough understanding of averages from past work to predict the kinds of results you’ll be getting. Press clippings, coverage, reach and exposure, lead sourcing can all be valid ways to measure PR success.


With digital PR the situation becomes clearer. Whilst digital PR can mean different things to different people, generally however, it’s content-driven PR which uses editorial to gain top tier, high-quality backlinks, with the purpose of improving the client’s rankings and SEO value, as well as helping build brand reputation and awareness. Most digital PR is judged on links generated alone, and these are an easy metric when it comes to measuring success, as it is easy tothe value of an individual link. Links have different values, assigned by Google and whilst we can’t see these values specifically, we can use external tools like Moz and Ahrefs to gain a pretty good understanding. Stronger links generally have a higher domain authority — this is a score out of 100, and a link from a website passes on some of that domain authority. The BBC for example, a respectable site, has a domain authority on Moz of 96. Google’s John Mueller recently came out and said one good link is far superior than 100s of smaller ones, and in that case, we measure digital pr success on the strength of domain authority. In briefs, the PR expert lets you know you will be targeting sites with high domain authorities and scale the results, with 90 being extremely good down to 40. Other factors which can help measure success include relevancy of the site.”

= Thank you! =



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