Paige Wolf, Media and Public Relations, Philadelphia, Pennsylvania

Why Hire a Publicist?

Even before the economy took a downturn, potential — and not so potential — clients sometimes pondered why they needed to pay for a publicist. Like many of my colleagues, I’ve heard it all. And I wanted to take a moment to clarify some misconceptions about what PR people do — and why we’re worth it.

People open businesses and wonder why they have no customers. Sometimes after several successful years, a company hits a plateau or has to contend with new competition or a difficult economy. Often they buy a few misplaced advertisements or start sending their customers ill-advised e-mail blasts. At some point, they question what they’re doing wrong and if a good public relations campaign might be just the shot in the arm their business needs.

The Problem with DIY PR
Plenty of people have considered the path of do-it-yourself public relations. Some even pay for seminars or services to prep them for this task. Unfortunately, it seldom works. I’ve had several people come to me and say, “I wrote a press release and sent it out, but nothing happened.” Writing a press release isn’t the hard part. Sure, skilled writing and finding the right angle are important parts of a good PR campaign. But blasting a release to a general media list isn’t only ineffective, it’s pretty much considered spam these days.

A good publicist spends countless hours updating their media lists and getting to know editors, writers, and producers on an individual and often personal basis. Each pitch needs to be individually tailored, with well-researched knowledge of their beat, past work, and even personal interests. We should know something about their deadlines and lead times, the format of their publication, and what they’ve covered in the past. Think you have time to handle all this while running your own business? Probably not.

Social Media
Anyone can put up a Facebook page or open a Twitter account. But PR professionals are constantly monitoring social media to find out what the media is buzzing about, what reporters are working on, and what consumers are interested in.

Networking
After a long day’s work, you really don’t feel like going to a networking event or the opening of a new restaurant. That’s what you have us for. It’s important to be out and about, spreading the message of your business and making new contacts. A publicist can pound the pavement for you, keeping in touch when you’d rather be keeping a low profile.

Marketing and Advertising
Anyone with a business is constantly bombarded with “great opportunities” — a low-cost advertisement in a start-up publication, a sponsorship for an event, an invitation to join a business alliance, or a request for merchandise for a silent auction. Business owners don’t have time to do the research on these prospects and often end up wasting time and money on ineffective options. An experienced PR person can help businesses root through the never-ending requests and advise clients on where they should or shouldn’t be spending their time and money.

Not all public relations contracts include all of these services, but most communications firms will offer these items and more on some level. Paige Wolf Media & Public Relations considers these things all part of the package, and won’t charge extra fees to update your Facebook page, spell check your brochure, or make sure your advertisement conveys a consistent message.



	Why Hire a Publicist? Even before the economy took a downturn, potential — and not so potential — clients sometimes pondered why they needed to pay for a publicist. Like many of my colleagues, I’ve heard it all. And I wanted to take a moment to clarify some misconceptions about what PR people do — and why we’re worth it. People open businesses and wonder why they have no customers. Sometimes after several successful years, a company hits a plateau or has to contend with new competition or a difficult economy. Often they buy a few misplaced advertisements or start sending their customers ill-advised e-mail blasts. At some point, they question what they’re doing wrong and if a good public relations campaign might be just the shot in the arm their business needs. The Problem with DIY PR Plenty of people have considered the path of do-it-yourself public relations. Some even pay for seminars or services to prep them for this task. Unfortunately, it seldom works. I’ve had several people come to me and say, “I wrote a press release and sent it out, but nothing happened.” Writing a press release isn’t the hard part. Sure, skilled writing and finding the right angle are important parts of a good PR campaign. But blasting a release to a general media list isn’t only ineffective, it’s pretty much considered spam these days. A good publicist spends countless hours updating their media lists and getting to know editors, writers, and producers on an individual and often personal basis. Each pitch needs to be individually tailored, with well-researched knowledge of their beat, past work, and even personal interests. We should know something about their deadlines and lead times, the format of their publication, and what they’ve covered in the past. Think you have time to handle all this while running your own business? Probably not. Social Media Anyone can put up a Facebook page or open a Twitter account. But PR professionals are constantly monitoring social media to find out what the media is buzzing about, what reporters are working on, and what consumers are interested in. Networking After a long day’s work, you really don’t feel like going to a networking event or the opening of a new restaurant. That’s what you have us for. It’s important to be out and about, spreading the message of your business and making new contacts. A publicist can pound the pavement for you, keeping in touch when you’d rather be keeping a low profile. Marketing and Advertising Anyone with a business is constantly bombarded with “great opportunities” — a low-cost advertisement in a start-up publication, a sponsorship for an event, an invitation to join a business alliance, or a request for merchandise for a silent auction. Business owners don’t have time to do the research on these prospects and often end up wasting time and money on ineffective options. An experienced PR person can help businesses root through the never-ending requests and advise clients on where they should or shouldn’t be spending their time and money. Not all public relations contracts include all of these services, but most communications firms will offer these items and more on some level. Paige Wolf Media & Public Relations considers these things all part of the package, and won’t charge extra fees to update your Facebook page, spell check your brochure, or make sure your advertisement conveys a consistent message.

	419 S. 12th Street, Philadelphia, PA 19147 P: (215) 413-3790 F: (215) 413-2095 E: paige AT paigewolf DOT com