What to think about when hiring a Black owned PR Firm
I would first like to thank you all for your messages of support and your donations as I rebuild KC & Co Communications post-blackball. Your continued support means the world to me and I do not take for granted the network of friends, family and colleagues who continue to assist me in a variety of ways.
Please note that I am still accepting financial assistance to assist as I build my life on a new continent. Feel free to donate through Cashapp ($krystencopeland) or GoFundMe. I prefer CashApp as every dollar counts and will go towards my housing and day to day expenses.
Yesterday marked Black Women's Equal Pay Day, which highlights the pay inequities that Black women experience in the workforce. Black women working full-time, year-round are paid only 66 cents for every dollar earned by white, non-Hispanic men. Over a 40-year career, this wage gap can accumulate to nearly $1 million in lost earnings. If this trend continues (and I pray it won't), Black women won't reach pay equality until 2227. Please keep in mind that these figures generally do not take into account the pay inequities between Black, women owned companies and their counterparts. So, it's important to consider the following things when deciding to work with a PR agency, especially if you are considering working with a Black woman owned firm.
Public Relations is a luxury service - I understand that PR is a vital part of any organizations' communications strategy. That said, it is important to understand that you get what you pay for. I've had clients come to me with $2000/month budgets and $10,000/month goals. While earlier in my career, that may have worked, it doesn't anymore. PR is an investment and a critical business function that doesn't just take time but also takes a deep understanding of people and timing. Sure, you may be able to pay someone less for their time, but what about their expertise? What about the knowledge that they've garnered by weathering a variety of news cycles? No matter what a "cheap" publicist may tell you, we all pay for things we value, proportionate to how much we value them. And, I can guarantee you that a publicist that feels like you're making a worthwhile investment in not only their business but in yours will provide results that are above and beyond your initial investment.
Good PR takes time - The news cycle and the dedicated journalists who keep the trains running are - to put it mildly -all going through things. A good publicist understands that timing is everything and following up is crucial. As are desksides. As are tailored media lists. As are routine conversations with journalists and relationship building. When you're paying for a public relations agency (as opposed to an individual that describes themselves as a freelancer, and will generally take other jobs to supplement their income - no shade) you're paying for someone (and often a team) that is dedicated to your success. Good things take time and public relations is no difference. Additionally, a good publicist isn't afraid to tell you no - no, that news angle won't work, no, you can't have access to their media list, no, there isn't a way to review a story prior to it going live. If you want a good publicist, you need to be prepared for them to say no to some things and yes to others. In fact, I would venture to say that if your publicist isn't telling you no routinely and approves every idea without any pushback or conversation, you probably don't have a good publicist. It's also important that your organization has the time to ensure the success of the relationship. Good publicists don't require handholding, but they do require buy-in from your internal communications team or stakeholders and regular conversations to get new story ideas and understand the pulse of your business. If you don't have the time or the budget for PR, consider working with a communications pro who can teach you how to do communications for yourself. If this is something you're interested in, please let me know. While my time is precious and there is an investment, if you are communications savvy, you may be able to do your own PR. However, hiring a good publicist will pay dividends and free up your value free time to run your organization.
Finally, walk it like you talk it - If your company values are geared towards supporting women and girls and you understand the inherent value of public relations, you should be reasonable about what you're willing to invest in communications. Something that burns my grits is when people invest money in a PR firm that provides less than stellar results (often white owned - no shade), then come to me and expect me to reduce my rates because their budget shifted due to the lack of results from a larger firm ... that didn't get the job done. Enough. I never take on clients without being absolutely sure that I'll be able to get them coverage that will lead to measurable business results. Not to be rude, but don't come to Black women post-budget cuts and expect for them to work for pennies to the dollar of what you were paying another firm. If this pisses you off, you are free to unsubscribe, because this Black woman is tired of being twice as good for half as much. Put your money where your mouth is and support Black women business owners by investing in their business like they're investing in yours.
Anyway, I pray you all are well. And if you're able, please assist me in my fundraising efforts (CashApp $krystencopeland) as I work to rebuild my business and life post blackball.
Additionally, I am beginning paid consultations with potential new clients - please reach out for more info.
Stay encouraged.