So you successfully launched your product, your website is up and running and you are ready to tell the world about your business. You decide to hire a PR agency to connect you with the media and increase brand awareness. PR is an integral part of a strong marketing effort, if not the core.
As a business you could be outsourcing many things to other vendors, including your marketing and PR activities. However, although your PR team could be outsourced, you should not treat it as an outsider, or solely a vendor.
To ensure you get the most out of your PR agency you need to keep in mind that it is a two-way relationship, and although they would be doing all the work in terms of connecting you to the right media personnel, your involvement is equally important.
Below are a few pointers to keep in mind as you engage with your PR agency:
Maintain a connection. Consider your PR agency an extension of your team. Keep them in the loop with what is going on with your business. Are you expanding? Will you be hiring a consultant? Or perhaps you would open two new stores? Whatever it is, keep them connected to your business. Depending on your work schedule and where your agency is located, you could either conduct bi-weekly meetings in person or weekly conference calls. Your business could be going through a lot, and so ensuring that your PR agency is aware of how things are turning out, you could maintain a good result. It is a good idea to involve them as you have product development meetings or as you bring new clients on board, as they could provide great advice on how you should proceed. Depending on your agency, they could also take a look at your proposals, presentations, and make sure that the content is aligned with your business, not backfiring on you.
Your PR agency would bring in media interview opportunities. Depending on the publication, they might need a quick response. Usually with wires and daily newspapers, the window is very tight and they would require a feedback with one to two hours maximum. To maintain a relationship with that publication as well, ensure that you stick to the deadline given and appreciate that some journalists work on tight deadlines. Remember that the exposure is good for the business, so being flexible is key and the exposure would benefit you and your business in the long run.
Give your PR team a heads-up. Would you be launching a new product or expanding to a new location and need to invite journalists to the opening party or need a press release to be drafted? Then ensure that you give your PR agency enough time to work on that. Do not wait until a day or two before. With event invitations, it is best to send them out a week to10 days in advance. Giving your agency enough time also gives them room to target the right journalists, suggest ways to ensure maximum exposure and ensure that all your content, whether it's press releases or marketing materials, is ready. Involving the team early on could also be beneficial, for they could provide you with creative ideas regarding your event, what your invitation should look like and how it should be written. They could even provide valuable suggestions for venues.
Last but not least, consider them as advisers for your overall marketing efforts. Invite them to your brainstorming marketing sessions, ensure that they are there at any event or product launch, introduce them to your key stakeholders, and make them familiar with all your team members. To best reflect your business and talk about it to the media, they need to be as much part of it as possible.
PR plays a vital role when it comes to marketing efforts. Follow the above tips to get the most of your team and to ensure that your targets are met.
Manar Al Hinai is an award-winning Emirati writer and communications consultant based in Abu Dhabi. Twitter: @manar_alhinai.
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How to protect yourself when air quality drops
Install an air filter in your home.
Close your windows and turn on the AC.
Shower or bath after being outside.
Wear a face mask.
Stay indoors when conditions are particularly poor.
If driving, turn your engine off when stationary.
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Company%20Profile
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Company profile
Name: Tharb
Started: December 2016
Founder: Eisa Alsubousi
Based: Abu Dhabi
Sector: Luxury leather goods
Initial investment: Dh150,000 from personal savings
Bullet%20Train
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This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
Moon Music
Artist: Coldplay
Label: Parlophone/Atlantic
Number of tracks: 10
Rating: 3/5
Biography
Favourite book: Zen and the Art of Motorcycle Maintenance
Holiday choice: Anything Disney-related
Proudest achievement: Receiving a presidential award for foreign services.
Family: Wife and three children.
Like motto: You always get what you ask for, the universe listens.
The specs
Engine: 2.7-litre 4-cylinder Turbomax
Power: 310hp
Torque: 583Nm
Transmission: 8-speed automatic
Price: From Dh192,500
On sale: Now
Company%20Profile
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EA Sports FC 25
Developer: EA Vancouver, EA Romania
Publisher: EA Sports
Consoles: Nintendo Switch, PlayStation 4&5, Xbox One and Xbox Series X/S
Rating: 3.5/5
COMPANY PROFILE
Initial investment: Undisclosed
Investment stage: Series A
Investors: Core42
Current number of staff: 47
Joker: Folie a Deux
Starring: Joaquin Phoenix, Lady Gaga, Brendan Gleeson
Director: Todd Phillips
Rating: 2/5
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'Nope'
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MATCH INFO
Northern Warriors 92-1 (10 ovs)
Russell 37 no, Billings 35 no
Team Abu Dhabi 93-4 (8.3 ovs)
Wright 48, Moeen 30, Green 2-22
Team Abu Dhabi win by six wickets
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The specs
Engine: 2.0-litre 4-cyl turbo
Power: 201hp at 5,200rpm
Torque: 320Nm at 1,750-4,000rpm
Transmission: 6-speed auto
Fuel consumption: 8.7L/100km
Price: Dh133,900
On sale: now
The specs
Engine: 1.5-litre turbo
Power: 181hp
Torque: 230Nm
Transmission: 6-speed automatic
Starting price: Dh79,000
On sale: Now
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