5-PART SERIES: PR MYTHS DEBUNKED
Before I roll my sleeves up and get stuck into this myth, I’m going to admit something….
….I don’t really understand what people mean when they say something is expensive.
Not because I’m stupid, but because what’s expensive to you will be different to what I class as expensive.
You may think that spending £10,000 on an all-inclusive holiday to Barbados is good value, whereas spending £10,000 on a coaching programme is expensive.
If both experiences cost the same amount of money, then the amount money isn’t the actual problem, it’s the value that you place on it.
HOW MUCH DO YOU VALUE YOUR BUSINESS?
It sounds like a trick question as I’m sure that you take your business very seriously and want it to do well, bring in a generous income and allow you to live your life the way you want, without any money worries
But are you investing in the things that will get your business to that point?
Are you just saying you want those things to give it lip service, or becasuse you’ve seen everyone else online say it and you’ve got swept up in the hype?
The thing is, only you can decide what you want from you business, but it has to be a genuine want.
I will always invest in myself and my business because I know I’m not yet at my full potential (even after 11 years I only feel like I’m just getting started).
I also don’t know it all, so I’ll invest in the right mentors and programmes to help me plug the gaps.
If you value your business and want to reach your goals and turn your dreams into desires, then you *may* want to rewrite your beliefs about investments being expensive.
THE COST OF PR
As we’re on the subject of costs, I’m going to give you an insight into what you can expect to invest so that you can choose a level that’s manageable for where you’re business is at right now, or at least see what you need to work towards.
These costs all depend on the level of support that you want/need and I’m basing them on what I offer, as well as what else is available to you.
I’ll leave it up to you to decide what’s expensive and what’s not…..
Total newbie to PR:
At this stage you’re probably going to feel overwhelmed when it comes to PR, where to start and how to start. My recommendation is to read up on what Public Relations is and how it can work, so that you understand what to expect and how it can work for you.
When I wrote How To Get PR it was to help business owners go back to basics and bring themselves up to speed with regards to PR – so this is the first place I’d start.
Dipping your toe in the water:
This is where us PR Consultants can come unstuck, because PR is really hard to measure in terms of ROI.
🤔 How you can measure reputation?
🤔 How can you measure the impact that you’re having on those you’re speaking to?
🤔 How can you measure profile building and visibility?
With social media it’s a lot easier because you can see how many people like your posts or comment on them. Even then, it’s not a true reflection on the impact you’ve had, as not everyone will react or comment, even If they’ve been touched in some way by what you’re posting.
Also the effect of publicity isn’t always immediate.
Digital content is forever available.
Magazines can be lying around the dentist, the doctor’s surgery or the hairdressers for months. An article that was published in January can be just as impactful when it’s picked up and read in April.
You catch my drift……
Going back to the myth that PR is expensive; it can be. Depending on who you choose to work with.
If you hire a big agency, the chances are you’ll be charged more money, because you’re paying for their reputation, the results they deliver and the level of expertise in the team.
Then of course there are the costs it takes to run the agency that you don’t see; their rent, bills, access to databases etc.
If you work with a freelancer or a PR Consultant like me, then the prices will reflect that. However, don’t expect the fee to be cheaper just because you’re working with a solo business owner.
I have 20 years industry experience and a degree in Public Relations under my belt. That still comes with a cost attached to it.
✅ I come with a history of working with some big named brands.
✅ I come with a history of results, securing media coverage in all major news outlets in the UK and have secured guests on global podcasts.
That all comes at a price. And that price may be too expensive for you. Which is why I’ve created a suite of services for you to choose from, so that you can learn from me in a way that works for your budget.
So yes, PR can be expensive, depending on who you work with and what you want to achieve.
As the saying goes, ‘Buy cheap, buy twice’.
This is where you need to look at what you can realisitically invest in PR, from a time and a money perspective. Look at the support you need NOW to help you get to where you want to go in the next 12 months.
Working with an agency will be the most expensive option, where you can expect to invest a few thousand every month for a minimum of six months.
If that’s not a realistic figure, then you need to alter your expectations and invest accordingly (this may mean joining a group training programme, or membership to begin with)
Another misconception with PR is that all PR is good PR.
I don’t believe that.
Your name being included in a random article that has nothing to do with your business is not going to drive leads into your business.
However, being strategic in where you’re showing up, what you’re saying and who you’re saying it to, will.
When you know who you’re serving and you know how you can help, then it’s a case of finding out which media outlets also serve that audience.
Once you have this information, a bespoke PR campaign can be created that makes sure that you’re speaking to your ideal clients through the media outlets they’re actually consuming.
(This campagin doesn’t have to be completely outsourced to an agency btw, this can be delivered via a VIP Day or via a done-with-you group training programme)
WHAT TO EXPECT
So that you don’t get the shock of your life when looking into PR support, here’s what you can expect in terms of the financial investment:
Most PR consultants or agencies will have a minimum day rate. Typically, this will be around £400+ for a consultant and it could run up into the thousands if you are working with an agency.
Most bespoke PR campaigns are based around 3-4 days of work per month for a minimum of six months (there’s a reason why the minimum is six months, if someone says they can deliver results in three months, approach with caution!)
If you’re looking for results, genuine results that are going to see you sharing your message in the media, get you seen by more of your ideal clients in more places, lead to more enquiries, more sales and more money, then it’s worth the investment, right?
And that’s exactly what PR is, it’s an investment to help you build your profile, be seen as a trusted authority and enhance your reputation.
Media outlets give you a bigger platform to share your gifts, your expertise and the incredible results you deliver for your clients.
The only other way to get this kind of publicity is to pay for advertising, and trust me, that really is expensive.
To put it into context, a full-page advert in YOU magazine, the magazine that comes with The Mail on Sunday, is £30,000 (as a comparison: you can work with me and my team for 10 months for the same price, and achieve between 10-20 pieces of coverage in theat time)
A 30-second advert on ITV between Lorraine and This Morning is £4,000 each time it’s aired (as a comparison: you can experience a VIP Day with me and walk away with a 6-month PR plan for £3,000)
So, if you think that PR is expensive, then think again! In reality, it’s a bloody cinch compared to advertising! Especially when PR is considered to be 3x more effective than an advert.
When it comes to investing in your business, if there’s one thing I’ve learned over the years is that your intuition is very rarely wrong.
If an opportunity sounds too good to be true, it probably is.
INVEST IN SPECIALIST SUPPORT
If you’ve been reading this blog and you’re not entirely sure if you feel ready for PR, or if securing publicity is something that ‘someone like you’ can achieve, then you should definitely download my latest guide ‘101 Ways to Secure Publicity’ where I show you exactly what’s available to you.
If you’d rather have a conversation with me to discuss your specific needs and the support you need, click here to schedule a consultation call with me
