One of the doctors I work with has his own PR person. He is routinely covered in "Best of the Bay" and other interviews for famous doctors, brought on to be a guest speaker on the news, etc. He's sort of a hack. The other doctors I work with are much smarter, but they keep their heads down, help patients and operate with a lot less puffery.
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I bet the guy with the PR agent makes more money. Funny what PR does.
I've been thinking about hiring a marketing person. I build things, I'm great at that. I can run businesses, likewise. A little extra press coverage (deserved or not) would be very valuable for me. Any recommendations on hiring for this role?
PR is different from marketing, so first read up and decide which one you need. IMO marketing/sales is a core, systematic task, an engine, and PR can add much fuel to the engine. Looking for PR, have an idea of which publications, speaking events and biz dev opportunities you want to access with their help. They should be able to demonstrate -- with proof from past clients in your field -- that they have relationships with those gatekeepers. They should also be able to assist you in developing a core narrative around you/your company, and they should be perceptive, skilled and honest enough to tell you what the flaws in that narrative are and how best to address this. Some media training, too.
Thanks, this is a great introduction. I have no idea how I am going to afford this person. But already I don't know how I can afford to NOT have this person!