Here’s how I would see it if in your shoes.
You’re a CEO at a company with 20-50 employees. Your revenue is in the millions. Yet you’re being out marketed by your competition. They keep coming up in your new business pitches. You’re not coming up in theirs, so you’re hearing. In addition to running email marketing programs, staffing events, publishing whitepapers and such, you can use PR to get into your competitors’ narratives. It seems simple, right?
It’s not. Time and resources are not on your side. They have been doing PR longer than you have. And, they have a bigger team, with a bigger budget for PR. So why do you need PR now? What advantage can it give you, if any?
You’re not starting a PR program to beat out your competition.
Accept that. You’re not going to have the largest share of voice, at least not in the beginning of your PR program. Own it. What you do have is a positive attitude and a team – albeit small – of people in your organization who can work together on PR to increase your share of voice and generate awareness and leads for your company, in a short period of time – without any announcements.
Is this ideal? No, not really. It’s rare if a prospect knocks on my door and just asks if it’s time for him/her to do PR. I actually tend to shy away from such calls. Why? Most of those calls come in because the company calling hasn’t done PR before and was told to do it. The best case is when a start-up has an announcement to make and the PR that follows builds upon that announcement (and others) and helps narrate the services and solutions it offers to others.
Talk with a PR pro to find out when it’s ideal to start your PR!