Pierce Mattie Public Relations New York & Los Angeles

Many clients come to Pierce Mattie PR unprepared for PR. They know they want PR. They know they need PR. But they don’t know what they need in order to get PR. Here are 3 of most common items new clients are missing or not ready for when they start a PR campaign.

1. Product samples – Seems simple enough, you can’t get press without full-size live product samples, not sample size. Fashion editors need clothing samples to dress models for photo shoots. Consumer goods editors want to try the product out and see if it works. Clothing samples you can get back, but don’t plan on getting the consumer goods products (i.e. a skin cream, shampoo or laundry detergent) back unless it is a high ticket item (i.e. a luxury razor set, television or limited edition packaged product).

2. Case studies and/or clinical trials – Editors need to know a product works. They want to see information on the success end users have had using a product, especially if it makes significant claims like weight loss, a cure for a physical or mental ailment, a new cosmetic procedure or will have any dramatic effect on consumers’ quality of life.

3. Brand spokesperson – Many clients think that they hire their PR agency to be their spokesperson for on-camera appearances and meetings with editors. While the PR agency representative may at times be quoted in the news or on-camera speaking about their client’s brand, the person visible to consumers through media outlets should be on the client’s own spokesperson. Clients should have a company employee be the corporate spokesperson to the media whether it is the CEO, Director of Marketing or Director of Education. The agency manages the message and helps the spokesperson when things get “hot.” The spokesperson should be media trained and prepared before each interview by the agency with briefing materials on the reporter, bulleted key message points and an exit strategy should the interview become hostile.

If you’re shopping for a PR agency, make sure you have everything they will need before you start working with them. You don’t have to have absolutely everything; most agencies with talent and creativity can start a campaign with just the essentials and lay the groundwork for additional programs that will be added later. Ask the agency in your first meeting what is critical to the campaign to begin and don’t sign a contract for services until you have everything that is “required.” Otherwise, you’re just paying the agency to spin their wheels and not get you the press your brand deserves.