Public Relations FAQs

April 28th, 2017 Posted by Blog, Public Relations No Comment yet

What can public relations do for a small business?

Small business owners who decide to handle their own PR typically focus on advertising, since it is more familiar. Being more affordable than advertising, PR is also more effective at raising awareness for a company. While advertising focuses on selling directly to customers, PR gains media coverage, improves public perception and endorsements. This way, public relations can gain a business credibility.

Should I do my own PR, or do I need an agency?

  • If you’re testing your new idea or showcasing yourself for the first time, then  it may be too soon for any major media coverage, but it is never to soon to ensure you have the right tools in place.  You could use an agency or appointed PR/communications employee to ensure you have a clean and thorough website, social media channels setup and branding consistency across all materials.
  • Do you have enough time? While many business owners are  drowning in marketing, many don’t have the time to execute. Get some PR help!
  • Do you need the coverage but don’t have the knowledge to conduct a successful campaign? You need a dedicated PR professional.

How much money should I spend on PR?

Your answer depends on what you’re trying to achieve and thebudget used to achieve that goal. A general rule of thumb is investing around 10% of your budget on marketing, which includes your PR needs.

How do I get coverage for my small business?

Find relevant leads and reach out. Look at publications editorial calendars to see what topics they are going to focus on in the upcoming year and then develop your pitch. Get to know journalists and their audiences and the  industries that they cover, then write a press release or a pitch that has them hooked. Be prepared to follow up. How do you pitch them? Twitter direct message, Facebook messenger, then email or follow up with a call if you hear crickets.

What is the difference between public relations and media relations?

Media relations is simply a subcategory of PR. While they both have the same goal, media relations’ focal point is the media. Public relations’ focal point is building a positive relationship between business and customers/clients.

How do I choose a PR firm?

Know your goals and research PR firms that will satisfy your needs and help you achieve those goals. Create a budget and consider all options. Think of the PR firm as an extension to your business. There needs to be mutual understanding and some chemistry!

When contemplating whether or not you should hire a PR firm or which firm, keep in mind your business’ most important goals. Choose a firm that you can comfortably work with to achieve those goals.

Tina Lange, APR, is the Owner and Chief Strategist of Strategic Ink Public Relations. She holds 20 years of Communications, Public Relations, and Marketing expertise in both corporate and agency environments and is the past president of the Florida Public Relations Association Space Coast Chapter. Tina has worked with high profile brands such as Space Florida, FLORIDA TODAY and Boeing. Tina holds her B.A. in Communications from the University of Colorado at Boulder and is accredited in public relations. When not hard at work, Tina is spending time with her two wonderful children Alex and Sam, promoting the Arts in Brevard, and is an avid motorcycle enthusiast, snowboarder and ukulele player!



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