Pay Per Results PR – The Process
- I’m in! – if you want to go ahead, we’ll send you your deposit invoice and once this has been paid, we’ll onboard you.
Oh hey! – onboarding starts with us creating your very own Monday.com board. You’ll then have an intro call with your Account Manager, where we’ll chat through the plan and get the bits we need from you – imagery, your goals. If you have our review service, we’ll get an understanding of the types of reviews / publications you’re looking for and what you’re keen to offer to them. If you have our comment pieces service, on the call we’ll work with you to get a list of topics you’d be keen to comment on.
- Getting moving – If you have our comment pieces and/or press releases service, we’ll work with you to draft a ‘boilerplate’ – a few paragraphs that we’ll use to introduce you to our press friends and to have on file for us to refer back to. For the press releases service, we’ll pitch you some ideas for press releases and see if you’re happy for them to be written up. Some of these ideas can be topical – so the sooner we get your approval and the sooner we send out your comments / tips / insights – the better. If you have our review service, we’ll draft a general press release about your products or service. Once you’ve approved it, we’ll send this out and let you know which publications are interested.
- Working together – you’ll be hearing from us regularly via your Monday.com board. We’ll be presenting opportunities to you, pitching ideas and letting you know about any published articles. We’ll also periodically check in and see how you’re doing and may even offer you a free trial for some of our other services.
Pay Per Results PR
Easy peasy. For Comment Pieces – we’ll present you as available to offer expert comment on your particular field. This also includes you doing interviews. We’ll then present this opportunities to you to say ‘yay’ or ‘nay’ to. Initially we’ll write up a ‘General Press Release’ to present you to our press contacts (and as a reference sheet for the team here / when pitching you as an expert). We’ll also work with you to proactively offer comments on topical things to the press (we’ll approach you first to approve and to get the comment).
Our Press Releases service is different in that we will send out regular press releases for you (perhaps news stories, tips, events you’re hosting etc – as ever, we’ll work together on the content and you will sign off the final press releases) and we’ll charge you if/when they get published. It’s typical that journalists will ask for further comment, an interview with you or a comment for another article – we’ll ask you if you’re keen to do it and if you are, we’ll class that as a ‘Comment Piece’ (see above).
No, the deposit sits on the account as security for us. However, if you have worked with us continually for over 12 months (so we have a great relationship), it is then possible for you to use that credit on your account towards a publication. Think of it like renting a house you pay a deposit before you move in, when you move out you get your deposit back.
Yes and no. You cannot control who publishes a press release (that would be unreasonable), however, journalists tend to not publish as is. We can tailor (to a certain degree) the publications who would receive the press release and which journalists we speak to, but it still is a large selection of mass consumer and trade press.
It depends on what your goals are, we like to think that PR has three benefits:
⦁ Credibility/social proof – always good for small businesses and new businesses to have some press logos on your websites/social media pages. It will give people looking to use your business some reassurance. Both print and online press help here.
⦁ SEO – (Search Engine Optimisation) – online publications tend to offer backlinks, which is powerful in improving the ‘searchability’ of your website (meaning more people finding your website). The bigger the publication the bigger the domain ranking, the stronger the SEO benefit. Naturally, this is only possible for online articles.
⦁ Brand awareness – historically the most powerful part of PR historically – and it still has it place. Arguably an online article (which lives on the internet for years) vs a printed article will offer more brand awareness benefit.
We’d always favour online vs print press.
For credibility, SEO and brand awareness we’d always suggest national press.
Typically, it has better credibility (it’s better to appear in The Telegraph than the local newspaper); if it’s an online article, a national publication’s domain will have a better domain ranking than a local one and so you’ll benefit from stronger SEO; and lastly, brand awareness – we’d argue that even if a tiny percentage of a national publications readers are local to you – that can be a higher number than the readership of a local publication.
We like local press, but national press is always the way to go in reaching your marketing goals.
The short answer is … how long is a piece of string?! Sometimes it’s a matter of hours, whilst other times it’s months – it depends on a few things:
- The appetite for the content you’re offering the press
- How quickly you approve press releases and pitches
- How open minded you are
Even though we remove the risk of wasteful PR retainers – we aren’t magic!
Yes! You are in charge. You sign off Pay Per Results PR – Press Releases (so you can manage how many you send out according to your budget / what goals you want to achieve) and for Pay Per Results PR – Comment Pieces and Pay Per Results PR – Reviews – we’ll present you with each opportunity and you can accept or decline. Remember, every press release, review or comment is capped at £600 maximum.
We’re always happy to offer credit terms too.
Unfortunately, no we don’t – here’s our little criteria:
⦁ You’d be a joy to work with
⦁ You don’t work with another PR agency
⦁ You understand and respect how we work
⦁ You have a £150+ a month budget for PR
⦁ You have content that journalists would love
⦁ You want to work with us long-term
In essence, you’re asking us to work our little socks off and we don’t know you! We don’t credit checks – we take you at your word that you’ll pay for any press we get you. So for us, the deposit is security. It also makes sure that like us, you have some skin the game. We like to think that this is a partnership between the two of us.
It is a refundable deposit, if you don’t want to use our services or we are unable to help any further we will send your deposit straight back to you.
There is no catch. We have built our model from the ground up with the intention of offering Pay Per Results PR and low fees. We keep our business lean and results-focused. We don’t waste time (time is money) on waffle or on doing things for you (that we know won’t work) to keep you temporarily happy in order to keep you paying our retainer (we don’t have one!). We are very selective about who we work with (making sure we have a great bank of content and experts to offer the press) and we have great relationships with journalists – meaning we repeatedly secure articles. This is what we charge for.
In a nutshell, we are a lean mean machine, we have built this business model with the intention of Pay per Results PR and low fees to help small businesses/start-ups. We are very process driven, we only take on clients we know we can get press for, we remove big chunks of waffle and chatter, and we don’t try forcing things through that journalists aren’t keen on. To do otherwise would cost us a bomb and we’d have to do what other agencies do and send you the bill.
We offer it because we have an ever-increasing bank of content from our clients covering tens of different sectors – we have hairdressers, doctors, lawyers and even shark experts! That’s a lot of content – from expert comment, review opportunities and stories. Our model also allows us to work ‘backwards’ – we always work off of what the press is looking for and what is topical and relevant. Because of this, we secure a lot of press for our clients and that’s what we charge for.
Account management. When you’re paying £2k, £3k, £5k a month – you’re going to get fancy reports, lunches and cosy chats – it’s great! They’ll be a lot of placating you and agreeing with you.
Although we are very lovely, we aren’t the same. We’re here to get you press. We don’t need to blow smoke up your ‘whats-it’ and lead you down the garden path – we’re going to be honest, clear and in your corner – we want you to get results (and meaningful ones).
You can book in calls with our team (when necessary) and you’ll have live updates via our Monday.com platform. Everything we need for our partnership in getting you those column inches.
Absolutely not! First it’s important we get to know your goals (SEO / backlinks? Credibility? Brand awareness?) and we’ll work with you to achieve them – presenting you with opportunities that work for you.
Rarely, unless the story is all about you and super juicy then it’s unusual a journalist will give you final sign off (that’s why people buy ads).
We push for things – but our wishes aren’t always granted – ultimately, Editors hold that power.
Rather than getting bogged down by the details, it’s best to bring it back to what your marketing goals are and to push ahead with articles that will help you achieve them.
I’m afraid we can’t guarantee anything (except death and taxes). Alot of our clients want backlinks (to improve their SEO) – and we get tons and tons of them.
For Comment Pieces and Reviews we can ask journalists and/or tell them that what’s you want in exchange for your content – but even then it’s not always possible (as Editors have the final say).
For published press releases – naturally we can’t guarantee what a journalist will do with them (although we will follow up once a piece is published and ask for a backlink and usually get it).
As with all PR /marketing efforts, being closed-minded can really limit the results and it’s best to look at everything holistically.
Yes! We work with small businesses with small budgets so we don’t want anyone writing a ‘blank cheque’. Every press release, review or comment is capped at £600 maximum (which is very rarely reached – it just gives you a safety net). Remember, you sign off Pay Per Results PR – Press Releases (so you can manage how many you send out according to your budget / what goals you want to achieve) and for Pay Per Results PR – Comment Pieces and Pay Per Results PR – Reviews – we’ll present you with each opportunity and you can accept or decline – so you’re in charge.