FAQ

Below are questions and answers to some of our most frequently asked questions.

1. How is public relations different from advertising?

2. Why should I use PR instead of or in conjunction with advertising?

3. Is PR more effective than advertising?

4. Does JBLH Communications also handle marketing, sponsorships, or guerilla marketing?

5. What goes into a press kit?

6. Are you Web 2.0/social media savvy?

7. Do you charge a monthly retainer, by the project or by the hour? Do you work on deferred payment or a portion of sales?

8. Why should I spend all this money on something that isn't guaranteed?

9. Does JBLH Communications ever offer discounts for its services?

10. How much time will JBLH Communications dedicate to our account?

11. Do you accept payment for "Pay for Play/Performance"?

12. Why hire a PR agency/consultant; can't I do this myself?

13. What can I expect from my PR firm/consultancy?

14. What can my PR firm/consultancy expect from me?

15. What questions will my PR firm/consultancy ask me to help gage and pitch my story? (Potential clients, please read and answer this.)

16. What kind of results will I see for my company/organization?

17. Can you get me in "The New York Times," "Wall Street Journal," on "Good Morning America's Steals & Deals," or "The View"?

18. How quickly will results be obtained? And how many press clips can I expect to see in our first three months?

19. How often will you contact media people on my behalf? Can you contact them more often to get a faster decision?

20. We have a great story to tell. Why aren't there any PR results?

21. We've had interest in our story but no media placements. Why?

22. We gained a lot of placements but no sales. Why?

23. Once we get started, what is the process?

24. How do I choose a PR agency with so many out there?

25. Do I need to have a website already launched when I commit to my PR campaign?

26. How far in advance do I need to work on a product launch?

27. What services are not included in JBLH Communications' fees?

28. Are there other additional out-of-pocket expenses?

29. How are invoices billed?

30. Why am I paying to send a sample when the media requested it? Will my sample be returned?

31. Can I pick and choose what PR services I want to use?

32. How does JBLH Communications measure the success of a PR campaign?

33. What if I cannot afford JBLH Communications' fees but still need PR?

34. Are there any industries or clients that JBLH Communications does not handle?

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Q: How is public relations different from advertising?

A: Most people don’t understand what public relations is or even the difference between PR and advertising. So here’s a quick primer:

PR: It’s all about persuasion and credibility

• By persuading a reporter to write about your client and their product or company, whether positive or negative, public relations can:

o Educate the consumer about your company or product

o Shape public opinion

o Help sell and help your product or company

o Establish you as an expert in your industry

o Provide credibility for your service or product

• There is no guarantee with PR, but there’s a great chance that if your story is good enough, someone will be interested in writing about it.

• PR is a function of marketing and includes media relations, corporate communications, crisis communications, speech writing, and publicity.

Advertising: You get what you pay for…it’s that simple

• You want to run an ad on the bottom left corner of page 12 on Aug. 8th in the local paper; you want it to say “XYZ” about your company and your product, and that’s EXACTLY how it will appear on the bottom left corner of page 12 on Aug. 8th – GUARANTEED. And you’ll pay a set price for it. Period.

• Advertising is also a function of marketing and works in conjunction with public relations.

Public Relations is crucial in growing any business because readers are more likely to believe a “news” story, which is covered by a reporter or an editor, is more credible than an advertisement placed by the company itself in the newspaper for the same product. Again, it’s all about persuasion and credibility.

Q: Do you charge a monthly retainer, by the project or by the hour?

A: JBLH Communications works on a monthly retainer basis. If the client has a specific need for a single, short-term project, we may consider working on a project-fee basis. Late fees will be assessed at 5% for every retainer which is 30 days overdue. There is a $30 service charge on all returned checks.

Q: Do you accept payment for "Pay for Play/Performance"?

A: JBLH Communications does not and will not consider working on any project or client who requests "pay for play/performance". This is an unfair practice that some clients request while not realizing that their PR firm could dedicate many hours of work on their behalf with only limited or no results. A patient wouldn't ask a doctor for their expertise and advice and not pay the doctor when the doctor can't find anything wrong with the patient. Clients pay us for our expertise and advice, and we expect to be paid for our time and efforts as well.

Q: Why hire a PR agency; can’t I do this myself?

A: PR is not nearly as easy as it sounds. Public Relations takes skill and talent as well as creativity, patience and perseverance. As some people think, PR is not as simple as just picking up the phone, calling the “New York Times”, and the next day, your client/business has a story! PR requires the appropriate journalist contacts and excellent writing skills. Knowing how to tell your client’s story to a journalist in writing, speaking and stunting is paramount.

Q: What can I expect from my PR firm/consultancy?

A: What you can expect from JBLH Communications' PR people:

• We will help you frame your issue(s) for maximum media interest and help you craft strategic media messages.

• We will assist in creating and/or implementing your strategic media plan, making the plan realistic and do-able.

• We will write and distribute press releases and media advisories.

• We will produce "media deliverables," specifically the press kit and backgrounders, with your research help.

• We will draft or edit your opinion editorial and place it.

• We will make pitch calls to reporters and book you on radio/TV talk shows.

• We will develop targeted media lists for your campaigns.

• We will help you organize media briefings.

• We will stage and publicize media events and handle the press in attendance, which can often be a big logistical responsibility.

• We will also help with other tasks which include: launch and maintenance of your website; media train key spokespersons; direct reporters' calls; produce video press releases (EPKs) or radio reports; follow-up with reporters; maintain "clip service" and give you copies of media hits, including broadcast transcripts.

JBLH Communications adheres to the Code of Ethics from PRSA and the Entertainment Publicists' Professional Society:

PRSA Member Statement of Professional Values

This statement presents the core values of PRSA members and, more broadly, of the public relations profession. These values provide the foundation for the Member Code of Ethics and set the industry standard for the professional practice of public relations. These values are the fundamental beliefs that guide our behaviors and decision-making process. We believe our professional values are vital to the integrity of the profession as a whole.

ADVOCACY

We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.

HONESTY

We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.

EXPERTISE

We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.

INDEPENDENCE

We provide objective counsel to those we represent. We are accountable for our actions.

LOYALTY

We are faithful to those we represent, while honoring our obligation to serve the public interest.

FAIRNESS

We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.

PRSA Code Provisions

FREE FLOW OF INFORMATION

Core Principle Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society.

Intent

To maintain the integrity of relationships with the media, government officials, and the public.

To aid informed decision-making.

Guidelines

A member shall:

Preserve the integrity of the process of communication.

Be honest and accurate in all communications.

Act promptly to correct erroneous communications for which the practitioner is responsible.

Preserve the free flow of unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent.

Examples of Improper Conduct Under this Provision:

A member representing a ski manufacturer gives a pair of expensive racing skis to a sports magazine columnist, to influence the columnist to write favorable articles about the product.

A member entertains a government official beyond legal limits and/or in violation of government reporting requirements.

COMPETITION

Core Principle Promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment.

Intent

To promote respect and fair competition among public relations professionals.

To serve the public interest by providing the widest choice of practitioner options.

Guidelines A member shall:

Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor.

Preserve intellectual property rights in the marketplace.

Examples of Improper Conduct Under This Provision:

A member employed by a "client organization" shares helpful information with a counseling firm that is competing with others for the organization's business.

A member spreads malicious and unfounded rumors about a competitor in order to alienate the competitor's clients and employees in a ploy to recruit people and business.

DISCLOSURE OF INFORMATION

Core Principle Open communication fosters informed decision making in a democratic society.

Intent To build trust with the public by revealing all information needed for responsible decision making.

Guidelines A member shall:

Be honest and accurate in all communications.

Act promptly to correct erroneous communications for which the member is responsible.

Investigate the truthfulness and accuracy of information released on behalf of those represented.

Reveal the sponsors for causes and interests represented.

Disclose financial interest (such as stock ownership) in a client's organization.

Avoid deceptive practices.

Examples of Improper Conduct Under this Provision:

Front groups: A member implements "grass roots" campaigns or letter-writing campaigns to legislators on behalf of undisclosed interest groups.

Lying by omission: A practitioner for a corporation knowingly fails to release financial information, giving a misleading impression of the corporation's performance.

A member discovers inaccurate information disseminated via a Web site or media kit and does not correct the information.

A member deceives the public by employing people to pose as volunteers to speak at public hearings and participate in "grass roots" campaigns.

SAFEGUARDING CONFIDENCES

Core Principle Client trust requires appropriate protection of confidential and private information.

Intent To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information.

Guidelines

A member shall: Safeguard the confidences and privacy rights of present, former, and prospective clients and employees.

Protect privileged, confidential, or insider information gained from a client or organization.

Immediately advise an appropriate authority if a member discovers that confidential information is being divulged by an employee of a client company or organization.

Examples of Improper Conduct Under This Provision:

A member changes jobs, takes confidential information, and uses that information in the new position to the detriment of the former employer.

A member intentionally leaks proprietary information to the detriment of some other party.

CONFLICTS OF INTEREST

Core Principle Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the publics.

Intent To earn trust and mutual respect with clients or employers.

To build trust with the public by avoiding or ending situations that put one's personal or professional interests in conflict with society's interests.

Guidelines A member shall:

Act in the best interests of the client or employer, even subordinating the member's personal interests.

Avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests.

Disclose promptly any existing or potential conflict of interest to affected clients or organizations.

Encourage clients and customers to determine if a conflict exists after notifying all affected parties.

Examples of Improper Conduct Under This Provision The member fails to disclose that he or she has a strong financial interest in a client's chief competitor.

The member represents a "competitor company" or a "conflicting interest" without informing a prospective client.

ENHANCING THE PROFESSION

Core Principle Public relations professionals work constantly to strengthen the public's trust in the profession.

Intent To build respect and credibility with the public for the profession of public relations.

To improve, adapt and expand professional practices.

Guidelines A member shall: Acknowledge that there is an obligation to protect and enhance the profession.

Keep informed and educated about practices in the profession to ensure ethical conduct.

Actively pursue personal professional development.

Decline representation of clients or organizations that urge or require actions contrary to this Code.

Accurately define what public relations activities can accomplish.

Counsel subordinates in proper ethical decision making.

Require that subordinates adhere to the ethical requirements of the Code.

Report ethical violations, whether committed by PRSA members or not, to the appropriate authority.

Examples of Improper Conduct Under This Provision: A PRSA member declares publicly that a product the client sells is safe, without disclosing evidence to the contrary.

A member initially assigns some questionable client work to a non-member practitioner to avoid the ethical obligation of PRSA membership.

Q: What kind of results will I see for my company/organization?

A: The results depend on the PR program designed for your company. The results may be select story placements with a handful of key media, or for a larger campaign, we might create a media blitz and contact every media outlet on the planet earth! The best results come from a well- executed PR program and should include story placements with key target press (consumer, business or both), whichever they may be for each individual client.

Q: How quickly will results be obtained?

A: How quickly results can be obtained depends on many things, including how familiar the media is with the company, the story being told, and companies’ competitors. A lot depends on the strength of the company and news being issued from the company. Often, bigger name companies get attention faster simply because they are in the market and are already familiar to the media. Smaller companies, which may be just starting out or not as well-known, might take a bit longer to get the media’s attention. Results should be carefully evaluated, as if a company’s target media include mostly long-lead publications (such as magazines including business, men’s, women’s, fashion, trade, etc.). Long lead publications take from three months to a year for stories to run. If the target list is primarily daily newspapers and broadcast, then the results could be seen, in some cases (depending on the strength of the company and the news), from one week to one year. Results also depend on how great, how skilled and how dedicated the PR team that is managing your public relations account happens to be. At JBLH Communications our team members are highly skilled PR people, all with more than 10 years experience.

Q: How do I choose a PR agency with so many out there?

A: The best way to choose a PR agency is to speak with them on a consulation basis, get to know the principals and who will be working on your account and see if the agency has the right experience and contacts that your account requires. In addition, you should also find out how much excitement, energy and time the agency has regarding working with you on your account. An average account will require between 10-20 hours a week. Go with your gut feeling! You don’t have to hire a big agency name to get big results. Sometimes a smaller agency, like JBLH Communications, can offer more attention and more experienced professionals.

Q: Do you also handle advertising and sponsorships?

A: Unfortunately, JBLH Communications does not handle advertising or sponsorships but we are happy to make referrals. We are strictly media relations.

Q: Why hire a PR agency/consultant; can't I do this myself?

A: PR is not nearly as easy as it sounds. Public Relations takes skill and talent as well as creativity, patience and perseverance. As some people think, PR is not as simple as just picking up the phone, calling the “New York Times”, and the next day, your client/business has a story! PR requires the appropriate journalist contacts and excellent writing/speaking skills. Knowing how to tell your client’s story to a journalist in writing, speaking and stunting is paramount. When you hire a PR agency/consultant, you are paying for their expertise, time and media contacts. Generally speaking, PR...

Q What can I expect from my PR firm/consultancy?

A: Provide best effort on client’s behalf; create and implement the public relations campaign; communicate client’s position truthfully and creatively to the press; make deadlines; distribute promotional material to the press; inform the client of press feedback in order to improve the campaign; book media tours; suggest new ways to promote the client; coach client in press relations as necessary; arrange for press events such as press conferences; provide honest accounting of expenses to client.

Q: What can my PR firm/consultancy expect from me?

A: Timely approval of press releases and other promotional material; cooperation in setting up a reasonable schedule of media interviews and in timely arrival for appointments with the news media; provision of product samples for the news media and for other promotional opportunities; being honest with your publicist so he/she may do job properly; and timely payment of invoices.

Q: What questions will my PR firm/consultancy ask me to help gauge and pitch my story? (Potential clients, please read and answer this.)

1. How long do you want your PR campaign to be?

2. What are the products/services you offer?

3. Who is your target customer?

4. What is your target geographic area (local, regional, national, international)?

5. What products/services do you offer in terms of industry trends?

6. What makes your product/service unique?

7. Who is your direct competition?

8. Who do you consider to be #1 in your industry?

9. What makes you better than your competition?

10. Why should customers go with your product/service over your competition’s?

11. Do you have any celebrity or other significant clientele endorsements?

12. Have you ever donated your services?

13. What magazines have you advertised in and were there results?

14. What are the Top 25 media outlets (print, radio, TV, online) you’d like to be in?

15. What do your customers read/watch/listen to?

16. What is your press release approvals process and who is the primary contact for approvals?

Additional questions that might be of help are as follows:

1. Please tell me about your family. (Single, married, married with kids, etc.)

2. Do you have any pets?

3. Are there any causes you strongly believe in? If so, why?

4. What do you enjoy doing in your spare time?

5. Do you belong to any online/offline networking groups?

6. What was your very first job?

7. What media do you read, watch or listen to?

8. Who do you admire?

9. What sports, board, or card games do you play?

10. What’s your ideal vacation?

11. If you won the lottery, what would you do with the money?

12. What’s the best advice you’ve ever been given, and who gave it to you?

Q: What kind of results will I see for my company/organization?

• Stories from print, radio, TV and internet/blog press

• Customers to purchase product/service

Q: We have a great story to tell. Why aren't there any PR results?

A: Every company believes they have a great story to tell and wants to get the word out to the media and their target audience. Unfortunately, we work on the media's timetable (and not the other way around, therefore, they control the editorial decisions), and with so much competition by other companies and other PR people for the same editorial space, journalists are inundated with hundreds of pitches (appropriately and inappropriately targeted to them) every day. Journalists may want to talk about breaking news or a company scandal before your company's news. It's the PR person's difficult...

Q: How do I choose a PR agency with so many out there?

A: The best way to choose a PR agency/consultant is to speak with them on a consulation basis, get to know the principals and who will be working on your account and see if the agency has the right experience and contacts that your account requires. In addition, you should also find out how much excitement, energy and time the agency has regarding working with you on your account. An average account will require between 10-20 hours a week. Go with your gut feeling! You don’t have to hire a big agency name to get big results. Sometimes a smaller agency, like JBLH Communications, can offer more...

Q: What services are not included in JBLH Communications' fees?

A: If necessary to be used, the following third-party services will be billed separately and directly to your company:

A. Clipping, video and social media monitoring services and media leads (Agility/MediaMiser, Burrelle'sLuce/iMonitor, BlogDash, Cision/Gorkana/ProfNet/Vocus, Factiva, MediaHub (MarketWire), MyMediaInfo/MyEdCals/Globenewswire (Nasdaq), WooPitch, NewsTrak Clips (BusinessWire), CARMA NewsAccess, ShadowTV, TVEyes, Critical Mention, Glean.info, Digiclips, IT Database Tech News, Meltwater News, Mention, Metro Monitor, News Data Service, NewsWhip-Spike, Social360, Hootsuite, Nielsen Social, Sentiment Metrics, Trackur, TweetReach, Twilert, Viralheat (Muckrack), etc.)

B. Press release wire services (24-7PressReleases, PR Newswire, Business Wire, Hispanicize Wire, CSRWire, MarketWire, eReleases, 3BLMedia, ClickPress, McKenzie News Service, Muck Rack, MulitiVu/PRWeb (Cision), Newswise, NAPS, PitchEngine, PRLeap, Send2Press Newswire, The100Companies Regional News Publishing, etc.)

C. Other PR services (NewsAI, MatchPoint, MyPRGenie, BuzzGain, PitchEngine, Newsbox, Lexis-Nexis, Manzama, MarketResearch, The Data Institute, TrendKite, YouGov, Catchpole Speakware Awards Directory, Podhoster, GarageBand, Hipcast, PodOMatic, FeedForAll, SimpleFeed, Camtasia, etc.) or analytics

D. Satellite Media Tours (SMTs)

E. Radio Media Tours (RMTs)

F. Electronic Press Kits (EPKs)/Production of Videos

G. Trade Show Booth Expert

H. Holiday Gift Guide Shows/Special Events and/or Celebrity Gift Bag Opportunities

I. Website, SEO, and/or Graphics Designer/Expert

J. Translation Services

K. Award Submissions

L. Photographer, Videographer, Camera Crew, Messenger

M. Event services including event planner (if necessary), catering, invitations, furniture rentals, lighting/staging, decoration, meeting rooms for press conferences, etc.

N. Marketing and analytic services, not related to PR

O. International Public Relations

P. Premium items (Promotional Marketing)

Q. Travel expenses (Air, Hotel, Transportation, Meals, etc.)

Q: Are there additional out-of-pocket expenses?

A: Yes. Reasonable and customary fees do not include the cost of press release distribution, international/long distance phone calls, duplication/printing fees, FEDEX/UPS, messenger service, mailings, office/press kit/stationery supplies, production and postage. Any fees incurred listed above will be billed separately. Transportation to/from meetings/interviews and TV tapings will also be billed to your company. All expenses over $150 must receive written approval. JBLH Communications will provide at least one (1) to four (4) weeks notice for any necessary travel expenses, to allow the client and JBLH Communications to obtain the most cost effective means of transportation and accommodation. JBLH Communications shall only incur these additional necessary expenses with the prior written approval of the client.

Q: How are invoices billed?

A: Invoices are billed on the 15th of the month prior for work to be performed during the next month and are to be paid in full within 10 days of the invoice date. If payment is not received by the first of the month, all work will immediately cease. Any retainer 20 days overdue will be charged a 10% late fee per week late (including new total). There is a $30 service charge on all returned checks.

Q. What advice do you have for a customer looking to hire a provider like you?

A. A relationship between a PR person and a client is like dating. You're going to spend a lot of time together strategizing and implementing the campaign, so you'd better like each other. Disagreeing with each other is fine, as long as you can explain why.