Many entrepreneurs and startup founders are used to doing everything themselves, including Public Relations, because they feel their time is better spent elsewhere. But a paper by Michelle Garrett, a PR consultant and writer at Garrett Public Relations, suggests that there are several reasons why startups should outsource their PR efforts. Here are a few:
1. Their Ego Gets In The Way.
Sometimes they believe too much of their own hype. Businesses who are blinded by ego just don’t see the truth: Maybe what they think is so revolutionary or groundbreaking, really isn’t in the eyes of the reporter. An experienced PR pro can help entrepreneurs see the difference between what their egos are telling them and what indeed is a good story that will help them achieve their goals.
2. They Don’t Have Enough Time.
Entrepreneurs are notorious for trying to do too much. Many will attempt to tackle every business initiative at hand. They will fail to do anything well if they’re pulled in too many directions. and for many smaller businesses and entrepreneurs, time equals money. But, a public relations practitioner can help by taking over the reins for activities like media outreach.
3. They Think They’re Good At PR
Many PR pros have probably worked with a client who might think they are a PR expert, but in reality understand very little about public relations. These are the clients who will hire you, then try to tell you how to do your job.
4. They Confuse Advertising With PR.
Some clients don’t understand the difference between PR and advertising. They think they’re one and the same. These are the clients who want to load their social media posts and press releases with sales promotions. “Marketing and advertising promote a service, product or brand for the purpose of selling it. PR is about building serious credibility and trust by sharing information, knowledge and insight, says Robert White, the founder of PRMatters.
5. They Work On PR In Fits And Starts.
Sometimes entrepreneurs only remember to do PR occasionally when it’s suddenly time for a new product launch or other big announcement. Doing a big splash once in a while, and then going silent for months, is no way to win the hearts and minds of your audiences.
6. They Don’t Have The Tenacity.
PR requires not only outreach, but follow up. It’s not a one and done type of activity. As in, “Oh, we tried to contact the media once and got no response – so we know that doesn’t work.” If you don’t have the time or persistence to follow up consistently, your outreach may not go anywhere.
7. They Don’t Want To Be The Messenger.
Some entrepreneurs simply don’t want to be the “messenger.” They want someone else to deliver their message for them. Having a PR pro deliver their message helps them look more professional.
A version of this article originally appeared on Muck Rack,a service that enables you to find journalists to pitch, build media lists, get press alerts and create coverage reports with social media data.