Trylon Communications  - Volume I Issue 7
       

The Value of an Expert

When is the last time you called your stockbroker for advice on a medical problem? Surprisingly, many executives make the same type of mistake when they retain consultants on jobs for which they are not qualified. This seems to be especially true when it comes to public relations.

Trying to be all things to all media is an impossible job. Just as journalists and editors concentrate on certain areas of expertise, it is important for PR professionals to do the same.

Building a network of media resources is a very time-intensive task that can only be accomplished through focused efforts in niche areas. At Trylon, we focus on the media and technology industries.

If you need to gain exposure for an agricultural operation, we are not the people to speak with. Instead, you need an expert in your industry - someone who speaks the language and knows the reporters who cover the agricultural beat. Not only will you have a much greater chance of getting your story placed, but the story itself will be better presented.

The saying "It's not what you know; it's who you know" has more than a grain of truth to it. When seeking PR professionals, know who their contacts and resources are. Are they tied into your industry? Can they get the attention of key analysts in that industry? Do they have the ear of the editors and journalists covering your beat?

You can get this information through a little research. Find out how a PR agency's current clients feel about the firm. Take a good look at the agency's track record, observing not only the results of its work, but also the media where its clients are mentioned. Do the results of the press coverage meet the clients' needs? Simple exposure is one thing; targeted exposure to key decision-makers is quite another.

What is the value of an expert? In many cases, choosing the right PR professional can make the difference between a successful public relations campaign and an expensive failed attempt to influence the media.