A well-executed public relations (PR) effort can be one of the most effective business development techniques most professional services firms ever experience.
One of the biggest benefits of good PR — being quoted in the media, being highlighted in profiles, having articles bear your firm personnel’s byline, etc. — is that it effectively sells you and your firm without “selling”. By appearing in the right media outlet, you garner significant third-party validation of your expertise and authority.
Yes, PR can truly be a business development “secret weapon”, but that success doesn’t come without time, effort, and yes, a little money, too!
Gaining Visibility
Most firms launch a PR program to increase the firm’s visibility. Unfortunately, more often than not, those firms or their consultants go after quantity of coverage rather than quality. That is always a mistake, but it is particularly so for professional services firms.
For example, thousands of people may read about your firm or see you quoted in the daily newspaper as an expert. But it could be much more important to have a positive interview or case study in an influential trade publication of your target market or to give a speech at an industry conference.
What to Expect from a PR Pro
Whether you add an internal staffer or go with a consultant, allocating some resources to professional PR talent can be one of the best investments a professional services firm can make.
Your PR professional – assuming you went with the right one – will help you build a solid strategy for your efforts, get you prepared and then help you relationships with key media influencers so that you become of top-of-mind trusted source of information.
At a minimum, you should expect your PR advisor to have the following qualifications:
- Several years of proven experience in strategic PR
- A track record of reference-verified success
- Strong media and influencer contacts
- The ability to understand your firm’s business imperatives
Be Patient
A caveat: Building visibility and credibility via PR does take time. Unless you have news that journalists need right now, they may not interview or quote you right away. Two or three months from now, however, if you have laid the groundwork, they may jump at the chance to feature you.
It’s also important to understand that you cannot control the final product. With rare exception, you won’t know exactly how you will be used in a media story until it is published or broadcast. The good news is that if your PR consultant or staffer is skilled and has trained you properly, you will be able to exert great influence on the final nature of the report.
No doubt about it: A smart PR campaign provides a good deal of short- and long-term value for professional services providers. The enhanced visibility and credibility that offers WILL help generate qualified leads for new business, help underscore your value to existing clients and help you recruit and retain strong employees.
The only question is why more don’t take advantage of this strategy!