3 Reasons Why DIY PR Scares People (And Why It Shouldn’t!)
Most people think it’s a simple formula. Invest money on a PR firm, get more press, attract customers and earn a profit.
They think it’s the same as getting pizza. You can either make it yourself or order over the phone. It doesn’t matter who does the job as long as it gets done.
So they shell out money hoping for the media to arrive at their doorstep.
But real life isn’t that simple.
There are many reasons for that which you can read about here.
They go into default mode.
How do you make a decision when the odds are against you?
When I was growing-up my older sister got away with everything. Everything she owned was hers, but everything I owned was “ours.” Most of the time I didn’t care, but there was one particular dress I was saving up for an occasion.
So when I caught her wearing it, bullets flew out of my mouth.
Me: “Wait. Why are you wearing my dress?”
My sister: “I’m just borrowing it.”
Me: “Who said you could borrow it?!”
My sister: “But… but I’m your favorite sister…”
Me: “You’re my ONLY sister. I don’t have a choice!”
Yep, that’s my childhood in a nutshell. For the record, I love my sister even when she annoys me.
My life may be different from yours, but I’m sure you’ve had similar experiences. The grocery doesn’t have an item on stock, and you grab what’s available. Stuff like that happens all the time. Most people either give-up or they settle.
For many businesses, hiring a PR firm automatically becomes the “best” choice simply because they haven’t even bothered with other options.
Look, it doesn’t mean a great PR firm can’t get you results. They certainly can.
But when you learn to do it yourself, you can reap better results at a fraction of the cost.
Some people want to delve into D.I.Y. public relations. They see the value of it for their business.
So what’s the hold up?
Ironically, having too many options prevents people from making decisions.
As soon as they hit search, they’re flooded with so much advice. Some of it even contradict each other, and they don’t know where to begin. How do they sift through this information overload?
When this happens, they choose the path of least resistance.
But is hiring a PR firm really taking the guesswork out of your hands?
Look at it another way. Even if you hire someone, you’re still doing a TON of research. Is this the right fit? Is this the best price? What are their tactics?
Either way you’re going to put in time and energy figuring things out.
When you invest in learning the right tools instead of depending on someone else, you are empowered for life.
Once you have a clear vision of good PR, you can’t unsee it.
Because they’re afraid of failure.
They think they’re not capable, so they hire an expert to do it for them.
Here’s the thing. With camera phones and social media, a customer review is a click away. One way or another, you’re going to deal with public relations anyway.
When you have a firm to do the work for you, their safety net may not catch you on time.
Understanding how to handle these situations is no longer the job of one trained spokesperson. It’s now vital to every employee especially those at the front line.
You see the bigger risk isn’t in failing but in not trying.
When you incorporate good PR practices to your business, you develop better strategies in gaining customers and retaining them as well. Sure, you may not know everything all at once, but armed with knowledge, you can take baby steps to your goal.