I’ve just been reading in PR Week about the wisdom or otherwise of starting up a PR agency in a recession. Hmmm, I think I’ve come across this theme before, probably in 1991 – or was it 1982?
The story goes something along the lines of: new agency is keen to build a credible client base by offering rock-bottom rates. The clients they’ve targeted are only too happy to benefit from high calibre PR expertise at recession-busting prices.
This does of course make perfect economic sense. I would also venture that start-ups bring more to the table than low prices to sustain their initial appeal and keep their more established competitors at bay.
The hunger to prove a point probably gives a new agency a head start with things like client service and innovative problem solving. Fresh ideas are priceless and if PR creativity is called for, then start-ups will be more likely to tick all the boxes.
There’s a danger that complacency may set in with typical client-agency relationships. Some would argue that this is a comfortable environment in which personal chemistry can thrive. Others might say that no-one wants to rock the boat when all standard PR procedures are being followed. A new agency, on the other hand, has a blank canvas on which to introduce a raft of new ideas and follow them through with enthusiasm.
For this is the life-blood of any new business. Enthusiasm will carry all before it when sustained and supported by true expertise and service. The new agency’s stock will soar when everything is going well. Needless to say, the initial rock-bottom fees will take on a value-for-money aura that no other agency can hope to shift.
There’s an intrinsic momentum with a new PR agency, a self-perpetuating energy that harnesses business opportunity with a need to succeed. The fact that they’re operating against a backdrop of economic recession lends the whole process its own unique frisson.
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By Nicholas Beeson, Marketing Associate, Buzzwords Manchester
Editors get hundreds of press releases a week – and most of them bite the dust. Why should this be? It’s obviously important that your release is professionally written. More important, however, is your content. This will be the decider when it comes to whether your release is read and used.
To save you from the agony of rejection, here are four simple ways to make sure your press release stands out from the crowd and that it is actually published:
- Make sure the subject of your release is relevant to the readership of the publication
Sounds obvious, but many people forget this. The information and story in your release need to be important to the publication’s readership, and not just to your business.
- Don’t use your press release as a means of free advertising
Editors are wised-up to companies using press releases as free advertising, and can distinguish a genuine press release from ‘advertising in disguise’. Trying to use press releases as a means of free advertising will almost certainly see your release in the bin. Press releases do provide a great means of publicity, but write your publicity to give news or information only.
Editorial space is limited, meaning your release needs to be short and to the point. Write clear and concise sentences using only the important, relevant information. Avoid jargon, repetition and create lively text that is relevant to the publication’s readership.
- The release should be able to stand on its own
If you feel a cover letter – or e-mail – is needed to explain why you have sent the press release or why it should be published, then the release isn’t good enough in the first place. Editors should want to publish your press release, so there’s no need to bother with a letter or explanatory e-mail.
Posted in B2B PR, business-to-business PR, Cheshire PR, local PR, Manchester PR, media relations, online PR, online PR Cheshire, online PR Manchester, PR, PR 2.0, PR agencies, PR agency, PR agency Manchester, PR Cheshire, PR copywriting training, PR Knutsford, PR Manchester, PR Packages, PR services, press release writing, press releases, public relations, public relations Cheshire, public relations Knutsford, public relations Manchester, writing press releases
Tagged B2B PR, B2B public relations, blogs and PR, business-to-business PR, local PR, online PR, online PR Cheshire, online PR Manchester, online public relations, PR, PR 2.0, PR Cheshire, PR Knutsford, PR Packages, PR services, press release writing, press releases, public relations, public relations Cheshire, public relations Knutsford, public relations Manchester, writing press releases