TK PR Frequently Asked Questions...

• What exactly is PR?

Public Relations, or PR, is defined as raising awareness of a product, person or service. TK PR focuses on the media relations aspect of PR as well as key partnerships and opportunities to highlight your brand/product. TK PR helps garner press coverage for clients in all sectors of the media including consumer and trade print (magazines and newspapers), online (Web sites and blogs) as well as broadcast (television and radio). Additionally, we are constantly looking for opportunities both locally and nationally, where a strategic partnership may benefit both parties involved.

• How do I know if my business is right for PR?

Marketing and public relations often takes a back seat to other business priorities and companies are rarely publicized to consumers at their full potential. Good PR is the most crucial aspect of developing a new or growing business. PR can help businesses raise product awareness, build name recognition and valuable company credibility.

• What is the difference between PR and Advertising?

Public Relations focuses on getting within free editorial content of media outlets, while Advertising is paid for. Although advertising gives you the power to choose what is printed and guarantee that you will see your company in print, it is extremely expensive and often overlooked by consumers. A one-page advertisement in a major national publication can cost as much as $140,000. And for what? Do you really ever read the ads in a magazine? Most people do not. Unlike ads, editorial placements obtained by TK PR have the ability to earn the credibility and attention of today’s savvy consumers with no cost to you!

• Do I have to send out product samples?

Yes! If you offer a product and want the press to recommend it to their readers, you have to let them test it out or view it in person. The cost to ship out samples is well worth the possible results and getting in the hands of influential editors is a highly coveted and rare opportunity. If you are considering a PR campaign, be prepared to willingly send out dozens of press samples at your cost, but remember sending out press samples is not only a sign TK PR is hard at work, but also that there is an interest in your product! Depending on your market, press samples can and will be returned. We will also suggest sending "freebies" to key editors and celebrities, but again, these are just suggestions!

• Does PR guarantee sales?

The purpose of PR is to raise awareness, build brand recognition and company credibility – NOT drive sales. Although an increase in sales is often a result of PR, it is never guaranteed nor should be the focus or goal of a PR campaign. What kind of press should I expect to get? The level of press coverage varies greatly depending on product quality, availability, timing, trends and several other factors. With PR, it is impossible to determine the size, content or placement of your product in any media outlet. Unless otherwise agreed upon, TK PR will go after all sectors of media including Print, Online and Broadcast. Due to its popularity, it is likely the majority of press coverage garnered for our clients will be in print outlets such as national magazines, regional magazines and newspapers as well as their online equivalents.

• When will I notice results?

PR is a lengthy process that takes at least six months to see noticeable results. Online press coverage is often the first to appear, followed by newspaper and broadcast coverage. Because top-tier magazine editors plan their content far in advance, it is likely that the majority of magazine press coverage will not hit newsstands until several months after initial contact is made. Once the press coverage begins to hit the public, it can still take some time to see noticeable results. Often times, the first thing you’ll notice is an increase in Web site traffic. Top quality press coverage has the ability to reap benefits for years to come. We are happy to sit down with you and provide examples of the PR process and show you the growth points from 6 months, to 1 year, to 2 years. If you are willing to put in the time, the long term possibilities are incredible!