Now, more than ever, business owners are spreading their stories and generating their own PR.
Your passion about your business is what interests the media, but what happens when a brand or PR agency approaches you in the hope of establishing a relationship?
Organisations like ABN and services like Sourcebottle and Social Callout make getting your name out there very easy. And they can lead to some great opportunities like being featured in the media, being a brand ambassador, or an ongoing column or blog posts.
Like any professional partnership, dealing with brands and PR agencies starts with a good relationship.
However, there are some basic rules to follow when establishing and developing these relationships:
- Communicate clearly – Be clear about what you want out of the relationship with a brand/agency. Your honesty about your needs and your audience’s, if you’re writing about or reviewing a product or service, will be appreciated and respected, and should set the tone for all future conversations.
- Negotiate – Don’t just flat out say no if you can’t negotiate what you want, but can still see value for your business in working with the brand or agency. Consider working on one campaign as you get to know each other, but outline your expectations for future dealings.
- Be authentic – If you are working in partnership with a brand, i.e., blogging for payment, make sure both parties are clear about what is expected from the partnership. Stay true to yourself and your audience and always be authentic in all your dealings with the brand/agency. The brand, their agency and your audience will respect you for it.
- It’s OK to say no – If you are asked to review a product or service and find it’s not for you and doesn’t suit your audience, then the best course of action is to contact the brand representative and let them know. The point is to give the brand or PR agency a chance to respond, especially if you want an ongoing relationship with them.
Brands and PR agencies will want to work with you because of your expertise and the level of engagement you have with your audience through your marketing, such as social media or newsletters.
If the opportunity is a good fit, celebrate that you’ve become the go-to person for your industry and see how the relationship can work for your business, your audience and the brand.
