As a public and social sector marketer, you need to get the word out through promotion. In today’s crowded information space, getting the right message through to the right audience at the right time can be daunting. Sometime you’ll need help, which is where a public relations firm comes in.
PR firms do a lot more than interact with the media on your behalf. They work to
- clarify your narrative and brand
- build your audience through research, events, and awards
- engage with your audience through advertising, news placements (also called earned media), social media, public speaking, analyst relations, lobbying and thought leadership
- handle difficult situations through crisis communications
Many people in the public and social sectors don’t know the first thing about hiring a PR firm. The free RFP builder from the Council of Public Relations Firms is a free tool that helps you through the process.
Sure, this tool comes from an organization that advocates for PR firms. At least it will educate you about what PR firms can do and how you can engage with them.
Even if you don’t have the budget to hire a PR firm, going through the RFP process is a great way to clarify what PR work you might need. That’s strong first step towards getting it done in-house, pro bono or through volunteers.
(A tip of the hat to Kami Huyse for turning me on to this tool!)