I had a conversation with a local business the other day. They complained about not being mentioned in any of the local magazines or newspapers after hiring a consultant who said they were able to do fill their needs.
What happened:
- The press release was over a page long with missing key points of what the business is doing, how and why.
- The press release was not in the right form
- A plan with goals and objectives was missing
- A strategy was missing
- A personal approach to the media was missing
- A timeline was missing
You can understand the frustration of this business owner and the hesitation to pay another consultant.
My tip:
Make sure the person you hire is a PR consultant. You can't afford one? You can't afford not getting one if you want to make a positive impact in the media and have people recognize you and your business/service.
Not a graphic designer, web designer, marketing expert or your neighbour who assured they can do it for a small fee. This small fee will buy you frustration, unability to trust any experts and the loss of the money you spent. You will potentially end up doing it yourself (that's where you were before).
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