PR Firm New Business & Advertising Agency New Business-Apples and Oranges

There are some things that are just meant to be together, like peanut butter and jelly, Mork and Mindy, and that powerful combination of marketing and public relations.

I spent 10 years as a PR Manager before joining RSW. During that time, I often felt that I was the red headed step child of the marketing department, as PR is often lumped into a company’s marketing department. While they are complimentary functions, they are two separate and distinct functions. And when you’re trying to sell your PR services to prospects, you have to pitch your services differently.

Talk about your experience and ways you can leverage your experience to the benefit of your prospect. For example, if you’re trying to win over one of the big box home building products retailers, talk about your experience with your former paint client for whom you did a lot of DIY publicity.

In other words, do the same thing you do when pitching an article idea to a reporter – make it relevant to their publication. We worked for XYZ Paint and did a publicity campaign for a new paint product roll out. As part of our campaign, we generated press coverage in Southern Living. Additionally, we were able to get our new paint featured on Extreme Home Makeover.

Also make sure you talk about the key relationships you’ve developed with industry reporters. For a PR Manager who’s been trying to get some good press in say, the Wall Street Journal, if your agency knows the editor there – I would’ve returned your call.