Public Relations – Frequently Asked Questions
Answers to public relations frequently asked questions and questions about about Axia Public Relations, the national PR firm building strong brands and great reputations.
What is public relations?
At its core, PR is about relationships. For your company, those relationships might be with the general public, potential customers/clients, investors, employees, government regulators and/or the media, and your relationship with any of those audiences may or may not be mutually beneficial at any given time. Click here to learn more.
What is media relations?
Media relations is so closely related to public relations that people often mistakenly believe they are synonymous. Axia’s media relations professionals work with members of the media to publicize companies and their products through earned news coverage in print, broadcast and online media. Click here to learn more.
Why should we use PR instead of advertising?
Studies show that people are far more likely to believe a news story than an advertisement, and the ROI on public relations dwarfs that of advertising. For less money you will reach more people and your message will be more credible using PR.
Will you be buying space/ads?
No. We will be working to acquire earned media placement of stories about your company. With earned media, unlike advertising, companies do not have to pay for placement of news stories. One of the key advantages of public relations over other marketing channels is that earned media helps establish credibility for a company and its products or services.
Should I hire a PR firm or do it myself?
It takes time to develop and execute an effective PR campaign. Weigh the value of the time you will spend on PR against what you could accomplish in the same time if you focused your efforts on your own expertise – your business. Axia Public Relations generates earned media coverage for our clients full-time. We know the ins and outs of pitching stories, writing and distributing news releases, scheduling speaking engagements and developing contact lists and relationships with the media. Click here for a list of things to consider before you decide to handle your public relations in-house.
What does the term“agency of record” (AOR) mean?
The term typically means that a company has entered into an agreement with a public relations firm, giving it exclusive rights to represent it on all PR matters across its business or service lines. Alternatively, it may also convey a relationship where a company contracts several PR agencies, but retains the majority of work for one. This broader interpretation, while not strictly an AOR, may be considered to be more of a “preferred agency” relationship. There are varying reasons why an AOR status may be beneficial to both client and agency such as an increased understanding of business goals. Most agree that there exists little – if any – negative consequences of attaining such a committed relationship. To learn more, click here.
What’s the difference between the AP Newswire and services like PR Newswire, BusinessWire and PR Web?
Do you write news releases?
Axia maintains a staff of former journalists and professional writers capable of writing effective professional news releases for our clients. We also edit and polish news releases written by clients who prefer to write their own releases.
Do you outsource your writing?
Our staff of former journalists and professional writers produce 99 percent of the writing we use to promote our clients. We also maintain a stable of accomplished writers that Axia calls on occasionally for special projects or when justified by an exceptionally heavy workload.
How do I choose a PR firm?
Hiring a public relations firm is like old-fashioned courting. Spend time researching the best public relations firms for your industry. Look for firms with clients of the same or higher caliber than your business. Check out public relations firms who manage the campaigns of your clients or prospective clients. Remember that public relations is all about the relationships, so choose a relationship that will lead you forward – into the door of your next client. Click here for six steps to hiring the right PR firm.
Do I need a PR firm that specializes in our industry?
No. There are many reasons not to hire an industry-specific PR firm, including the inherent conflict of interest that comes with representing companies that compete with each other. Specialized firms are often stale and only use the same ideas and tactics over and over again. Creativity is transferable between industries. It’s important to get ideas across industries than within an industry. Specialty firm clients don’t stand out. Our experience shows that we can be successful in any industry. Our diverse industry experience trumps a narrow niche experience and allows us to avoid conflicts of interest. Our client diversity helps us see trends, think objectively and think horizontally bringing innovation from one industry to a new industry. For more on hiring a specialized PR firm, click here.
How do I fire my current PR firm?
Your relationship with your public relations firm is critical to your success. A bad relationship with your public relations firm can directly impact sales and your earnings. Click here to learn the right way to part ways, or click here to download our free ebook, “How to Fire Your PR Firm.”
Do PR firms also do reputation management?
When it comes to online reputation management, content is king and good public relations firms are the kings of content. Click here to learn why you should choose Axia Public Relations for your reputation management program.
Do you also do social media management?
We do. In fact, we’re the experts. Axia CEO Jason Mudd, APR was one of the authors of PRWeek’s Master Class on where bloggers fit into the PR mix. We can do everything from turnkey social media management, where we create your social media profiles on sites like Facebook, Twitter, LinkedIn and Pinterest, create content and monitor interactions to develop your brand online – to providing you with training on how to manage and monitor social media on your own. Click here to read our article on how to develop your own social media management guidelines. You can also download our free social media guidelines template.
How much does public relations cost?
Investing in professional public relations is a lot like buying a new car. With so many different models and options available, the costs vary considerably. Monthly public relations campaigns with our PR firm start at $5,000 for local and single audience PR solutions, and exceed $30,000 for far-reaching national programs. Click here to read an article where we do our best to explain some PR investment guidelines.
How long is the contract Axia requires?
We offer our services annually. Some clients prefer and negotiate three year deals with us. PR is a long term endeavor. We give you a six month trial before we enter a one year or multi- year agreement.
Why choose Axia Public Relations?
Because our clients love us. According to a recent survey, nine out of 10 Axia clients are either “highly likely” or “extremely likely” to refer us to their colleagues and friends. Click here to read the top 10 reasons clients love us.