To boost a brand’s visibility, running PR is a key activity that really cannot be ignored these days. To get ideal results, experts will advise partnering up with an experienced agency.
But what are the actual benefits to outsourcing PR, as opposed to simply executing in-house? In short, there are several. In no particular order, here are four key benefits of working with a PR agency in Indonesia.
Strategic Perspective
Sometimes an outsider’s point of view can be more objective than your own. Partnering with a PR agency essentially gives you a fresh pair of eyeballs. A third party agency can take the time to analyze your public image and give you an honest comparison against the competitor. From here, the agency will formulate a strategy that ensures your brand’s message is positioned well to the audience.
Agencies can also recommend the right media targets relevant to your business activity. As each media has its own audience, you’ll need to know which ones are actually fit to run your story. A PR agency in Indonesia that looks at this dynamic all day, every day, will inevitably be more in-step with the market’s nuances than your in-house team will be. This is a key perk.
Execution and Support
A PR agency in Indonesia can write a proper release and aim it at the right media. This helps your team save valuable time, energy, and focus. For example, a release about tech startups should be broadcast to tech trade-focused media (think Digital News Asia and e27). But if your team ends up sending it to media outlets that are too general, it’s likely that the journalists will dismiss the story as the irrelevant spam that it is.
To execute a release properly, your brand needs to include complete information about the business, along with direct quotes from executives and important team members. With clear and reliable input from the brand, PR agencies can craft compelling content that will preemptively answer any follow-up questions (the ‘who’, ‘what’, ‘where’, ‘when’, ‘why’, and ‘how’).
Caution: Do not rely on hard-selling releases that contain little substance. In the end, the media may not be interested in stories that are sparse on important details. Even worse, the brand’s potential customers may end up not being as informed as they should be in order to make a purchase.
Distribution Firepower
PR agencies will have relationships with media that your brand won’t have and (won’t easily be able to create). In line with our experience in Indonesia, sending PR e-mails alone does not usually yield great results. Even if you already have the journalist’s contact information, it doesn’t mean you’ll get their attention. These are people who receive dozens of releases every single day. Their bandwidth is limited.
For this reason, we defer to phone communication and in-person meetings. This makes the journalist more likely pay attention to your news. There are only a few firms in Indonesia who actually take the time to do this kind of personal approach.
Relationships with journalists are valuable assets for PR agencies. Sometimes, agencies need to spend time hanging out with the reportersjust to find out what kind of news they’re keen on. In C2’s case, it’s precisely this level of rapport that makes us the very best in the archipelago.
Media Monitoring
An agency will proactively monitor what’s being said in the press about your brand; positive and negative alike.
In some cases, an agency in Indonesia will know when it’s time to publicly reply to a scathing review or inaccurate reporting (in the industry, we call this ‘fire fighting’). Having an ally that knows the correct fire fighting protocol for your brand can be a priceless asset.
In the end, if your brand wants to try to do PR by itself in Indonesia, you may end up wasting more time, energy, and focus than truly needed. By working with an agency like C2 (a team that really sweats the details) your crew will be able to feel exactly where that extra money is going.
Case Study: eFishery
We provide performance-based PR service. Brands who work with us need only pay for successful media coverage. If our team fails to get the story published in a particular media outlet, then the brand does not pay for that effort. Here’s an interesting case study:
eFishery is a smart feeding solution for fish and shrimp farming businesses in Asia. The startup came to us to announce its latest round of funding to the press. eFishery clearly conveyed its thoughts on how the news should be framed for the public. After getting a brief, our firm explored deeper on eFishery’s funding by talking with the team and the brand’s new investors. The information provided was then stitched together into a clear and concise press release.
Next, C2 and eFishery discussed the target media for the campaign. After getting the client’s approval, C2 distributed the release and managed to get more than 15 successful pieces of coverage.
Gibran Huzaifah, CEO of eFishery, expressed happiness with our performance. “Content Collision works like a team of pros,” he said. “They are fast, on-point, and effective. From our experience, they give nothing less than excellence.”
Media in Indonesia like Tech in Asia and DailySocial were also happy to get the story. The content of the release was precisely the type of news they usually cover (e.g. tech startups, funding news, etc). Mainstream local media like MetroTV News and SWA were also interested in covering the news because eFishery has a unique and interesting business model in general.
If you are interested in trying out our performance-based PR service, we’d be happy to help. C2 provides exposure to your business via the right media. Click the button below to set up a coffee chat!
Image via: Pexels
