Why do you need PR? As an agency owner, but also an executive that has hired and fired many PR and advertising agencies in my 18 year career, I can honestly say- it's a necessity.
Even more so today with digital exploding the scene. I founded CARO out of a need, back in 2004 when the dotcom boom happened and I wanted to bank on the power of it for my brands. Understanding that PR at CARO is about helping the client build its brand image, getting personal when communicating the story, and connecting the client to the "right" people who really matter.
As a brand you need to create a product that has an audience and real value so people will buy into what you are selling, share their 'finds' via their friends or social media circles and that will entice the media and influencers of the world to take a second look at your work. The PR is the person at the table that listens, is a fighter, and who will stop at nothing when it comes to making sure the right people hear what they need to know about you. I find that without PR in place there is that "too many cooks in the kitchen" scenario happening, and this proves to be a real momentum killer. And like in any business, you want experienced professionals working with you, providing you with value and insights into areas you are not an expert in.
PR is not for everyone. Many practicing fashion publicists who believe they can "fake it til they make it" are providing a disservice to their clients and should be ashamed of their false credentials and smoke and mirror approach to selling their services. PR is about real, tangible results - strategic press and influential placements that are in line with the brand's vision and ideals, and business strategy.
At CARO I take great pride, personal investment, and care when building my teams and curating our rosters. As a team or individuals, your needs are understood. CARO develops the vision and plan for reaching the world with that message about your collection, ethos and standards, views and differentials to build your brand comprehensively.
When you have experience the right PR, then you will know the value of PR. The personified PR is not just a fixer, but a doer. With strong PR in place, there are no secrets between the publicist and the client; they forge a relationship built on shared experience, results, communication and progress.
So I ask in my most philosophical tone, "why do you NOT need PR?"
If there is no budget for PR, that is not an argument. Then it's not an option to engage in PR. If it's the past performance of another PR, that is moot also, because the past is in the past. If it's because you are scared to take the leap, then do your research, meet many PR agencies and find what you ARE comfortable with and go with that... know your brand and set the course for building it.
Once you see the results- your name in print, discovery of new avenues and creative options for your business, or receive recognition for your accomplishments- you will be happy you made the leap and hired the right PR for your business.
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