You did it. You had a great idea, you saw a need in the market, you assembled a team and you have built the product/service of your dreams. Here’s to you! If you’re not the founder, you may be a marketer who has joined a team that created an amazing product/service, and now you find yourself as one human doing all things sales and marketing.
Unfortunately, it turns out that “if you build it, they will come” only applies to the ghosts of baseball legends. If you want your target audience to find you and your company, you have to help them along the way. With everything from mailers to stunts to billboards to celebrity endorsements to “going viral” and to paid placements in movies and on television, it can be hard to figure out how to spend your limited resources to reach the most relevant people.
At Kel & Partners, we believe that public relations is absolutely, unequivocally the lowest-cost, highest-credibility and greatest ROI initiative a company can undertake. It sits at the top of your sales funnel, and works to generate both brand awareness and association to the category you want to conquer.
So, how can you tell if your company is ready for PR?
You have a story to tell
Maybe you started your service organization as a response to poor service you’d received in the past (like our founder, Kel Kelly). Maybe you sat around with friends one night and came up with an app that would make something better. Maybe you’ve reached a point in your life where you want to give something back to the world. Whatever your path has been, there IS a story to be told, and the right PR partner will help you find, hone and tell that story to the people that matter. At Kel & Partners, we’ll send you custom immersion questions to find all the “gold nuggets” that belong in your narrative, and then we’ll get to work seeding that narrative with relevant media.
You don’t have a story to tell
Maybe your story is that you just invented something that you think could make you a lot of money. Or maybe you’ve joined a historic company that needs help figuring out who they are for the modern era. Our team dives deep with your executives at immersion to identify the right messaging points for your target market that will gain their interest in doing business with you. In short – let us build that story for you.
You have news to share
When there’s news to share, every member of your team is probably feeling very excited – they have completed their tasks and now it is time to see what the world thinks! Announcement-based media relations is exciting, too – there’s media lists to research and build, statements to prepare, press releases to write and interviews to book. When your business or organization has news, it is critical to have a well-crafted strategy for reaching out to relevant media with pitches designed to fuel coverage. Your spokesperson will need guidance and training on how to execute interviews. And then – what do you do with all that coverage to infuse employee and public enthusiasm, and purchase intent? We’re here to help. While we believe that news-based PR is part of an overall strategy, for those that really just want to spend at a time when they have news, we offer project-based retainers.
You don’t have news to share
The truth is, almost no business on earth has news to announce 24/7/365. In fact, most companies have “news” to share only a handful of times a year. That doesn’t mean that you’re not newsworthy. You need a team of people scouring all media types, that have or can make connections to journalists in your space, to make you and your business interesting.
You are focused on growth
PR is a GREAT way to reach new audiences. If they’re hearing about your product or service from a respected third-party, like a journalist, media outlet or influencer, there is an automatic “implied endorsement” that lights up in people’s minds. It is very different from advertising (also incredibly effective, but often more expensive). We believe that PR is an essential tool in building your sales funnel. It makes an introduction to your company, product or service and, when done well, builds an association to who you are and what you stand for.
You are focused on maintaining the community you have
People love to feel “in the know” and like they are the ones to have “discovered” the next big thing. Increasingly, people also love to do business with organizations they respect, with executives they admire. Let us help you keep your existing customers in love with you, and activate them as word of mouth agents for your business by bringing the human story of your organization forward.
Our clients live & die based on their ability to get above the noise level.While we’ve certainly had our fair share of well-established clients with huge budgets, we find that our scrappy strategies drive the most impactful results for clients that need to make short budgets work hard for them. We’d love the chance to earn your business. If you’re ready, get in touch with us!
By Meag Shaffer - Meag is the President of Kel & Partners, the anti-agency agency for public relations & social media.Message K&P Contact Meag on LinkedIn
Kel & Partners is the anti-agency agency for public relations & social media. We craft and execute fresh strategies that increase full-spectrum awareness to help our clients achieve their overarching business goals. Our clients live & die based on their ability to get above the noise level. Our client-side DNA and radical transparency blend to create a kick-ass partnership with our clients.