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About the author:

Steven Morris is Head Honcho of Morris Creative. Big deal. That title sounds powerful, but don’t be fooled. He readily admits you might catch him in the line up of a local San Diego surf spot, playing with his wife and kids, shooting pool, scuba diving, backpacking or hiking.

Steven Morris

And on occasion he finds time to write articles on various topics, speak at a conference or two, design just about anything for almost anybody, illustrate some weird stuff for "interesting" clients, teach, write and illustrate children’s books, and serve on the board of directors for some great organizations. He’s been to a couple of great schools that saw their way to giving him a couple of degrees in fine art and design, and he’s won an award or two for his work. But don’t let the "powerful" title trick you, he’s just "Steve" to most people.

Morris Creative, Inc.
660 9th Avenue, Studio 3
San Diego, CA 92101
619.234.1211 x111 (not free)
877.234.1211 (free)
www.ThinkFeelWork.com
email: steven@thinkfeelwork.com

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A Crash Course in PR
for Design Firms

By Steven Morris

For many of us, the idea of going after PR for our own agencies seems either like pulling teeth or as challenging as making an elephant appear out of thin air. This is true, especially if you've never taken the first steps into getting your PR program off the ground. So, let me first say that any good PR program takes time and commitment, and no, it doesn't have to be boring.

If all you want to do is get one story in one publication, don't bother trying. It's likely that you'll be frustrated with the time it takes to get in a specific article and, if you do get the article, you'll probably be disappointed with the results of a one shot deal. But this shouldn't deter you. Just like making that elephant appear, your PR program can pay off with powerful results, both measurable and immeasurable.

When it comes to PR, my experience falls primarily into the category of "do it yourself." My company, Morris Creative, is a small visual communications studio. It's an intimate and personal group and, for now, I want to keep it that way. When we first started pursuing PR some 6 years ago, we didn't have a budget to pay a PR firm. Nor would many PR firms look at us as a viable client for the same reason. But we did have time and just enough experience to think we could pull it off. Call it a childhood innocence.

As a result, all of the press that we've gotten has come directly from doing it ourselves--from planning to implementation and follow up. It's been a long, ever changing, curving road, full of bumps and surprises. In the last 6 years, we've been covered in more than 2 dozen articles and more than 30 design related books. This does not include any of the more than 200 awards we've collected. (FYI - these awards get framed and go into a couple of shining trashcans in our lobby).

Invest for the Long Haul

I've resigned myself to the idea that, no matter how well known we are, we still have to continually get the word out about us. This means constantly selling our services (or marketing) and consistent PR. All this work takes time and commitment. I am committed to the idea that a good PR program is a long-term investment.

We're fortunate to have the skill and know-how to do our own PR. But, just because we've done it ourselves, doesn't mean you'll have to or you should. We continue to team up with a few good PR firms on client work. There are many interesting and creative PR firms out there that can do wonders for your business. And there are ways of teaming up with PR firms that don't need to break the bank. Or maybe your firm is large enough to justify paying a PR retainer… I'll talk more about this thinking and how to approach it, in the Teaming with a PR Firm section of this article.

The challenge (and it's a good one to have) is that the more success you have the more management you'll need to support the PR program. Success breeds more success: the more publications write about us (the more our name, compelling stories and work are out there), the more people want to write about us. People want to associate themselves with success.

I'll let you in on a little secret here. Writers and publishers are as busy and time constrained as you and I. When it comes to researching their next book or article, they look first to the contacts that they already have, the people and stories they already know. If you're in their proverbial Rolodex, the chances are higher that they'll contact you for inclusion or consideration. Furthermore, if you can help them do their job or make their job easier, they'll be more likely to think of you time and time again. This saves you the time and trouble of going out there to look for coverage. Thus, more PR coverage happens for you.

The Value of Credibility

In addition, the value that PR offers is something that no other prospect communication effort can offer. The value of brand reputation cannot be bought. I can only describe this through a story that from a friend and business associate whom I've worked with in the past. This consultant for the design industry was told by one of their design firm clients that they had just lost a project to my firm. To this day, I don't know what that project was, but the other firm was told that Morris Creative was selected for the work because of our industry reputation.

Apparently, what this client wanted was a firm whose "industry reputation precedes them." The value of this is immeasurable. I can only say that the doors open much easier if a prospect has read and heard only good things about you. The biggest difference between marketing and PR is credibility.

Three Roads to Good PR

We've all heard it said that there is no such thing as bad PR. Most of us also know that's not always true--unless you're Mike Tyson. I suspect that Enron, Arthur Anderson or WorldCom isn't appreciating all the coverage they have gotten recently. With that said, PR comes in many forms--from the good and the bad to the bold and the beautiful. PR can also can be gathered in many ways.

In our industry I categorize 3 primary avenues of PR: publication coverage, awards and public speaking. There are more subtle forms of PR that cross over into ongoing marketing, such as attendance to design industry and client related industry events, serving on boards or committees, etc. But for the sake of this article, we'll cover the 3 stated above, focusing mainly on publication coverage, with remarks about the clear benefits for public speaking.

Good Coverage

Publication coverage is perhaps the single most powerful way to gain an industry-recognized brand. This can range from design related publications (which, for the most part, only your peers see) to client related or general business publications (which your potential clients are more likely to see). Each can be equally powerful in its own way.

The single most compelling benefit for you to get good coverage in a design publication is third party endorsement by a design field expert. To be sighted as noteworthy by an industry leader goes a very long way in the eyes of your peers and clients. But, this form rarely reaches clients directly.

By getting coverage in the publications your clients are likely to read, be it the Wall Street Journal or Zoo Digest (for zoo related clients) you are gaining recognition from industry leaders who speak the language of the client, sighting you as one of them. This goes a long way in your potential client's eye as setting you up as an industry expert.

Meaningful Awards

When it comes to awards, I count them both in the PR and Marketing categories. I see little difference between the two. They both serve the same purpose (building our brand and getting the client relationships we want) from two different angles.

However, awards have become less and less important to clients and designers as more and more are given out. The increasing number of award shows by publications, organizations, paper companies and so on, only works to dilute the power and concept of a design award. So be selective here. If your potential client hasn't heard of the award show you're boasting a Merit in, it won't hold much meaning to them. Besides, nearly every firm these days can (and many do) call themselves an award-winning design firm, but that doesn't make us all the same.

The Challenge (and Rewards) of Speaking

The third major category of PR recognition is one that also fits into both Marketing and PR efforts and the one that most designers dread. A designer, who is also a good speaker, is as rare as a walking fish. Our first nature is to communicate visually. But asking us to articulate our thinking in front of a large group sends many of us cowering under our studio table clutching our mouse pads for comfort.

Coming out of the studio, confronting these challenges and exercising our voice can be empowering indeed. For one thing, the mere practice will make us better presenters to our clients. Having firsthand and "personal" contact with your peers or client (or both) can be the difference between a good and a great PR program and industry reputation.

Building a Rock-Solid Plan

Step one in making a solid PR plan is soul searching - knowing your brand deeply. I don't believe that any PR plan (one for you or for your clients) can be separated from the branding process. It's an integral part of launching and growing a brand. But it can't be launched without an understanding.

At this juncture I don't recommend you move forward with any marketing or PR unless you truly understand your company, its corporate culture, its services, the benefits of those services or your audience. Branding your firm or understanding the brand you already have can be challenging. It's difficult, but necessary, to step outside your firm and see it from many perspectives. Once this understanding is in place, then you can begin to strategize your PR program.

Find Your Story

When going after industry publication coverage, consider this: What's the most interesting thing about my firm that I'm willing to share that would be beneficial to others? Why is this important? First, benefiting others is why publications run articles. HOW magazine, for example, has a readership. This readership expects to be delivered meaningful and insightful information that will make them better designers and business people. This needs to happen in every issue. If this doesn't happen then the subscribership will drop off, then the advertisers will stop placing ads and the magazine will go under.

The job of the editors at HOW, and every other publication, is to deliver the best, brightest, most compelling information possible. Their perspective is what makes up the editorial angles they print. It's important that you understand the editorial perspective of each of the publication before you approach them.

Pitch Your Story

When you find the answer to the question (What's most interesting about my firm that I'm willing to share with others that would be beneficial to them?), pitch that story. Or if you have more than one, pitch the best ones.

Here's how:

  1. As noted above: understand your brand (who you are) and what about it that might be important and beneficial to others (what stories you're willing to share). Be honest, be clear, dig deep. It's usually the most unique and revealing information that publishers are interested in printing. You must be very comfortable with "baring your soul" and being outspoken with your opinions.

  2. Form the above "understanding" into a story outline, or series of story outlines. Note: you don't have to write the story, just form it in a pitch letter or conversation so that others get it. If you have writing skills on staff or within you, write the story yourself. If you don't have the skills in-house to write a compelling pitch letter, then hire a good writer to do it. Then match the story with the publication or editorial perspective that is most likely to run a similar story. This is matching content to content - your story with their perspective.

  3. Send this pitch letter (an overview of the story angle), along with your press kit (see below), to the publications that best fit your pitch. First determine to whom your material should be sent, and call to ask their permission to send it. This can also be done by approaching a writer who either freelances or writes exclusively for a particular publication. Get to know some of these writers by reading their work in past issues of publications. Match their style of writing and subject matter with what you're pitching.

What's a Press Kit?

A press kit is the package of information that fully outlines your firm, history, experience, work, etc. It paints a clear and complete picture of your firm to the publications you're approaching.

The Elements of a Press Kit:

  • A powerful showing of your best work. You should already have this. If you don't, back up and re-address your entire marketing plan. It can be the same package of information that you send out to potential client inquiries or a modified version of it. This showcase is key. It should be brand appropriate, simple, compelling and, most of all, show your strongest work and the thinking behind it. Note: If your work is not strong you are going to have a hard time getting PR coverage.

  • An outline of your firm: the history of the firm, brand positioning statements, process and philosophy statements, bios on key individuals, client list, awards list, press coverage list (if one exists), and other gems of interest (i.e. location, industry work, client relationships, application expertise, etc.). This again should also be simple and compelling. It shouldn't be a novel, but should be longer than a couple of pages.

Patience and Persistence

Once you've sent off your media kit with your pitch letter to the right publications, cross your fingers. There are no promises in PR. Just like marketing; it's part timing, part luck, part hard work and persistence, and part being on-target.

Follow up with the contacts you cultivate. Ask their opinions on what you sent them. Be open to criticism. And keep your PR plan open to change. It's never set in stone, because your targets are constantly moving and adjusting. You need to adjust with them. Keeping your ear to the ground and having an eye out for the pulses of the industries and changes that are happening keeps you fresh and in the game. Most of all keep at it. The moment you give up is the moment you've abandoned your previous efforts.

This process holds equally effective for getting speaking engagements. You're just approaching different individuals and companies. You'll still need all the elements outlined above with the addition of a speaking credentials list, references and an outline of the proposed presentation(s).

Coming out of the studio, confronting these challenges and exercising our voice can be empowering indeed. For one thing, the mere practice will make us better presenters to our clients. Having firsthand and "personal" contact with your peers or client (or both) can be the difference between a good and a great PR program and industry reputation.

Teaming with a PR Firm

If you have any doubt about how to do any of this on your own, seek the assistance of a good PR firm that you can synergize with and that understands our industry. These two points are important. First, just like any other partner, you need to be able to work and collaborate with this company. You should be philosophically in sync with them. Secondly, the PR firms should have some understanding of our industry, how it works and why it's important. The PR firm needs to understand you to write and speak well about your firm.

Finding the right PR firm can be challenging, but may be easier than you think. You need to first understand that there are different kinds of PR firms. Just like design agencies, some have specialties in application or industry, while others are generalists. For example, some design agencies specialize in brand development, while others focus on annual reports. The PR industry works the same way for their given issues. They range in size, experience and philosophy.

A PR firm can represent you in getting speaking engagements, like an agent, or they can represent you in getting press coverage, like a publicist. The kinds of PR firms that you approach should be based on what you want to accomplish. It helps to look for a firm like yours. Matching size and industry experience will go a long way. It always helps to ask clients and people in the PR industry for recommendations.

Finding the Right Fit

Going back to your brand positioning and strategy, you need to determine and understand what you want out of your PR efforts. Only then can you articulate it to others. My suggestion is to put it in writing in the form of a Request for Proposal (RFP). This document should outline what your needs are, what criteria will be used in assessment and what results you're looking for. Additionally, the RFP should contain an outline for the submission process, criteria for responses and deadlines with dates associated for response, interview and selection schedule.

When it comes to determining results, I'll go back to something I said earlier: "There are no promises when it comes to PR." Results can be a difficult to measure (i.e., how many clients you retained directly from PR). When you think about them, think more in terms of broad effects on your brand and exposure, rather than specific coverage. For example, if you're going after one issue of one publication, it's going to be a tough going. While it's good to be focused and have goals, it's dangerous to have those specific goals define all of your success. Instead think about how you want your brand perception to change, and whom you're intending to educate.

Going back to your brand positioning and strategy, you need to determine and understand what you want out of your PR efforts. Only then can you articulate it to others. My suggestion is to put it in writing in the form of a Request for Proposal (RFP). This document should outline what your needs are, what criteria will be used in assessment and what results you're looking for. Additionally, the RFP should contain an outline for the submission process, criteria for responses and deadlines with dates associated for response, interview and selection schedule.

Be Realistic

Budget, as you well know, is also always an important consideration. Even if it's not spoken there is always a budget. Know what yours is and be prepared to discuss it. Make sure you've allocated enough budget for at least a 6-month PR campaign and then have plans for an ongoing effort.

Also, be realistic on what that budget can attain. It's going to be more costly to go after the Wall Street Journal, Fast Company, and Inc. Magazine than it will be to approach design industry publications. Some typical numbers that a firm might be looking at range from $2,000-$10,000 per month retainer depending on the kind of results you're looking for. The retainer contracts might last as short as 3 months or as long as a year.

Once you've sent out the RFP, the process is much like the standard selection process for design agencies. Presentations are measured against one another and the overall criteria, chemistry is either felt or not, and the firms are boiled down to the final selection based on their merit. The main difference is that this time you're on the other side of the presentations!

Before final selection however, check your criteria. Ask yourself: Is this a company I can collaborate with? Will I trust them enough to do their job effectively? Do I trust them with my brand? Have they demonstrated an understanding for the design industry and me? Who on their team will be handling my account? Is this going to be passed off to a junior level person?

And remember, just like your relationship with your best clients, you're not mere order-takers, nor should your PR partner be. These are professionals, like a CPA, law firm or design agency--allow them to do what they know best. Treat them with respect and collaborate with them. You have information they need; they have the expertise (and perhaps connections) you need.

To Barter is Beautiful

One of the things you might consider in teaming up with a PR firm is to barter. I've witnessed many design agencies that have worked with PR firms in this respect. The beauty is that PR firms need what we offer for their brand, and they offer something we need for ours. I know of more than one firm that created a new logo identity, stationery system, marketing materials and web site for PR firms in exchange for a 6-month or year retainer of PR services. Both companies could benefit greatly without any money changing hands.

Be careful, though; not every PR firm is going to be a good match for your needs. Don't let the idea of a "cashless" PR program seduce you. Be equally as careful with your time as you are with your money. On the other hand, this could be the start of a powerful long-term relationship. Creating a strategic alliance with a PR firm could mean a whole crop of new business prospects for you and for them. Sharing clients with a philosophically connected PR firm can allow you to offer a dynamic duo to the right potential client.

What to Do With Your Success

So now, you've soul-searched, strategized, planned, and worked your butt off (or your PR firm has) to get a stack of publications that were willing to print your name with high regard. Now what? Yes, you could use that stack of publications as a chair to rest on. You know you need it. But there is a better alternative. I'll bet that most of your clients have no idea that you've been covered in such a positive way. Why not let them know or remind them if they already do?

The first thing that we do with every bit of PR we get is to gather copies of it (numerous for larger articles, fewer for smaller ones). We get these copies in printed and electronic (usually PDF) versions. Then we post it (either a simple mention or a full PDF of an article) on our web site and include reprints of the major pieces into our "welcome package" for potential clients to see and read. This is the pinnacle package that merges our marketing and PR efforts.

For larger articles and coverage, we usually do a mailing to our client base with a reprint of the article and simple handwritten note. This is an opportunity to remind clients that we're here and that we've been recognized again. If I'm speaking at an event, I'll let my clients know or simply invite them. Sometimes we'll even PDF an article to a client. Any legitimate excuse to remind a prospect that you're thinking of them and that you've been recognized in a positive light, builds your brand.

Times are tough and there is more competition out there every day. Your company needs to be agile enough to adapt to the times and changes at hand. Quite often this means spending more time and money letting people know that you're still around doing great work. Just as PR never ends, nor should your process of capitalizing on the PR you get. After all, if you don't relate to your public, how are they to know that you're ready, willing and able for the next great client? Getting the word out is your job, and it's one way to ensure that your company will be around tomorrow to talk about.

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