The PR Reality Check

How have PR agencies thrived for years while offering little value and pocketing steep fees?

Let's cut the PR charade and dive into the cold, hard truth about what PR agencies really bring to the table for SaaS companies. Brace yourselves, because it's not all rainbows and unicorns like they'd have you believe.

🤥 Media Relations
Lie: We have connections with big-name publications and journalists
Truth: We'll spam those big shots until they reject us. Then we'll settle for whatever mediocre platform you're willing to pay for

🧠 Thought Leadership
Lie: You'll be an industry influencer with spots in top publications
Truth: Turns out, anyone with a keyboard can write for these publications. But don't expect your groundbreaking insights to make more than a minor ripple – the sea of content is too big and our writing style is too boring

📢 Press Releases
Lie: We will write provocative press releases about your amazing product that will be picked up by thousands of outlets
Truth: Press releases are like throwing a pebble into a canyon. They cost a lot and accomplish little. Oh, and be ready to rewrite everything because we have no clue about your business.

🗞️ Media Mentions
Lie: We will track and monitor all media coverage, measuring the effectiveness of PR efforts
Truth:If, by some miracle, you get any media coverage, we'll send you a Google alert

📊 Reporting
Lie: We will provide reports showcasing key metrics like reach, engagement, sentiment, and impact on website traffic
Truth: We've invented metrics that sound important, but we're as clueless about their value as you are. PR and concrete metrics? Not exactly a match made in heaven

💬 Message Development
Lie: We’ll help you craft a clear messaging strategy that communicates your value proposition
Truth: In reality, we need you to spoon-feed us the messaging. Without a script, we're lost and won't get anything done

Let's face it, many PR agencies have mastered the art of illusion. But it's high time we unmasked the smoke and mirrors and turned PR into a reality check. Buckle up for some practical advice on making PR work like it's supposed to.

Step 1: Set Your Vision
Sure, visions might seem like fluff, but having a clear goal can guide your PR voyage. Imagine this: Establish Company XYZ as an undisputed industry leader in (your industry or category).

Step 2: Metrics that Matter
Listen up, PR isn't easy to measure. But sorry, no excuses for going dark. Select a few key metrics, set your baseline, and watch them week by week. Here's what you're keeping tabs on:

Media Coverage and Reach
- Published press releases
- Media mentions in influential outlets
- Total audience reached

Website Traffic and Engagement
- Spike in site visits during PR campaigns
- Time visitors spend on your site
- Bounce rate (that's the exit door, folks)

Backlinks and SEO Impact
- Quality backlinks from trusted sites
- Boost in search rankings for your keywords

Social Media Engagement
- Likes, shares, comments on PR posts
- Bigger fanbase and engagement

Lead Generation and Conversion
- Leads from PR traffic
- Conversion rate of those leads

Thought Leadership Recognition
- Speaking gigs for your top guns
- Guest articles in top-notch pubs

Share of Voice
- How loud you are compared to rivals

Step 3: Cadence Creation
Vision? Check. Metrics? Check. Now, let's make some noise. It's all about day-to-day tactics, people. Here's a sample playbook:

• Establish a strategic cadence of one press release every 6 weeks (customer, product, news, events, and thought leadership)

• Focus on thought leadership by sharing data-driven insights in business and tech publications with one byline per month

• Establish brand building by creating one company profile piece each quarter

• Drive thought leadership by producing a monthly Forbes column

• Garner 1-2 industry speaking events (paid and organic) per quarter

• Book 1-2 expert POV interviews via Podcasts, TV, Print/Online, or other media per quarter

• Establish Company XYZ as an industry leader by winning 1-2 awards per quarter

• Create 2-3 background briefings/relationship building conversations with target reporters or key industry influencers per quarter

• Secure one media placement per month through proactive pitching

• Create 2x weekly LinkedIn posts for the CEO

Step 4: Team Taming
Assign tasks to marketing squads or give a junior member the reins. Budget on your side? Take charge with a pay-as-you-go PR agency or one on a retainer. Take control, and let them run YOUR game.

In a Nutshell
Most companies are shelling out cash for PR mirages. 💸 But guess what? You don't have to be just another statistic. A strong vision, solid metrics, an action-packed cadence, and a smart team approach can transform PR from traditional mess to modern success. So, toss the smoke aside and embrace PR that propels your business. 🚀