FAQ

How does press relations work?
PR is a news-related promotional technique that operates through the editorial sections of the print and broadcast media. Most organisations have items of interest to impart, possibly to a specific trade sector or consumers generally, which can be put out in the form of a news release or feature article. Editors and producers will consider this material for coverage, providing it is well presented, of interest to their particular audience and avoids too many commercial 'puffs'. Thus, PR makes up part of the news and feature sections of many newspapers, magazines and programmes.

What are the mechanics of a PR campaign?
It is a promotional tool, so PR has to have a proper marketing objective, like announcing new products, trawling for customers, educating the market or raising brand profile. Thus programme content is determined through regular client-agency meetings and communication, to identify marketing priorities. Suitable stories are then developed, submitted for client approval (as well as any third party clearance) and distributed to a tailored media list. Outcomes in the form of press coverage and broadcast mentions are monitored by a specialist cuttings service, enabling results to be evaluated.

Why must I pay a consultancy fee?
A monthly consultancy fee is the industry standard for the PR business and it works fairly equitably. Unlike paid-for advertising, there is no agency commission for editorial space, so the fee covers meetings, writing and implementation, as well as background tasks like feature monitoring and fielding editorial enquiries. The monthly arrangement places the onus on the PR consultant to deliver results and ensures the essential campaign continuity. One-off press releases arriving 'out of the blue' rarely work in our experience, since you need to build a dialogue with target editors.

What other costs are involved?
Typically, press releases are sent to a sizeable number of titles or stations, so you must fund the cost of production and distribution. Support pictures enliven almost any story, thus there's the cost of colour prints and any original photography. Many journalists now like to receive copy and images in electronic form, but even so there is a cost attached. Other standard operating expenses include editorial separations charges, cuttings service, any press events or visits and so on - some consultancies even charge extra for meetings (we don't).

Why pay for editorial colour separations?
Charges for editorial colour separations are a bone of contention, although not all publications apply them, notably consumer magazines, newspapers and bigger trade titles. Publishers argue that it enables them to maintain a higher proportion of editorial to advertising pages, whilst maintaining commercial viability, and a colour picture does lend impact to a story. Our job is to negotiate the best deals, weed out the 'trying it on' merchants and, if required, work within a monthly separations budget.

How do I get my story in the nationals?
National coverage can be achieved, if your story is particularly strong, perhaps if there’s a celebrity involved or sometimes if it’s a slow news day. A press call or photo opportunity is often the best starting point, although you could be disappointed if a stronger story breaks at the same time. Business and technology correspondents are similarly looking for exciting innovations, major contracts, big job increases and key appointments. Besides, would national exposure really benefit you, when regional and trade titles or specific consumer magazines might reach your target audience better?

What’s the link with advertising?
In many, particularly larger, publications there is an ‘arms length’ relationship between editorial and advertising departments, although some publishers acknowledge a financial co-existence and might look more favourably on advertisers’ news stories. There are even regional business magazines that won’t run stories without advertising support, which seems to be contrary to the principles of proper, unbiased news coverage. Advertising-led features are sometimes frowned upon too, since they can ‘blackmail’ suppliers into paying for space as a gesture of goodwill to customers (and we wonder if anyone reads them).

What are the marketing benefits of PR?
Since they appear as editorial, the outcomes of PR are regarded as news and hence have added credibility, which is valid since editors and producers do vet the content. Stories are usually distributed widely, so it can be highly cost-effective too. That’s why PR is ideal for building market credentials, raising brand profile, generating new business leads and informing/educating target customers – all important objectives for any marketing programme. The downside is that coverage cannot be guaranteed, as stories are always subject to editorial decisions, which is where the professional skills of the agency come into play, helping to ensure a higher strike rate.

The web is worldwide, can you operate internationally?
The beauty of the web is that it enables cost-effective and thorough communications, which means we can take briefs from virtually anywhere in the world, access sites for additional information and submit material for approval electronically. For a client in Australia, we originated a new brand identity, wrote and designed a corporate brochure and emailed a series of pdf proofs for vetting. Then we arranged local printing in Melbourne, to save on production and delivery costs. So, certainly we can undertake PR, advertising and design work for overseas clients, who can benefit from our professional skills wherever they are.

Why not produce our own newsletter?
No reason at all, if you have the time, the flair and the perseverance, and many companies do publish their own internal newsletters. Although if staff are spending time on this function, they’re possibly neglecting other work, so it may not be cost-efficient. Also, where the newsletter is aimed at customers and prospects, the presentation, style and content should be on a par with other external marketing material, so really it’s a job for professionals, like us. We’re probably better placed to identify newsworthy angles and stories, can interview your customers and get responses you wouldn’t, and will work to an agreed deadline, so it’s published on schedule.

Why pay an agency to design a logo?
With so many desktop design packages on the market, it’s tempting to adopt a DIY approach, although these off-the-peg solutions mean your logo will never be truly unique (have you noticed how many PowerPoint presentations look the same?). If you have a top-flight designer and an experienced marketing specialist on your staff, then it’s certainly a viable option – but you’re probably an agency too! Otherwise, professional designers can apply all their knowledge of colours, typography and graphics to your new corporate identity, as well as influences from other market sectors and the design world generally. Then, once the main elements have been originated and the core logo and namestyle released to you electronically, you can use your own creativity to apply this corporate standard to other aspects, ensuring consistency of branding and a distinctive image.