The PR Playbook: Why Your “Hustle” Needs a Strategist (and Why PR Starts Inside)
By Jean Alon Media |
TL;DR
Global communications strategist Bentley shares his essential playbook: Public Relations (PR) is not social media marketing; it is a critical internal strategy that reflects in external success. Entrepreneurs should not hire a PR agent prematurely, as it can cost money without yielding results if the business isn’t ready. The right strategist must be able to put out your fires, create one if necessary, and lead your brand’s public perception.
The Difference Between Marketing and PR
Global communications strategist Bentley, during a recent discussion with industry entrepreneurs, immediately tackled the biggest misconception about Public Relations: that it is merely an external promotional tool.
Bentley emphasized that PR is far more than social media marketing. While marketing focuses on funnels and getting sales, public relations truly starts internally. If the internal systems—the sales mechanisms, product quality, and marketing funnels—are not working, the public won’t know what is working for you. Instead of immediately seeking a publicist, businesses often need a strategist to help them understand internally what they are doing with their systems.
“Public relations ain’t so much as external. It really starts inside. It’s really internal is where it starts.”
When to Hire: The Critical PR Milestones
Bentley advised that a common and costly mistake is rushing to hire a publicist before the business is ready. He recommended that entrepreneurs continue running their own PR until they simply cannot manage it anymore.
Prematurely hiring a strategist or publicist may cost a lot of money and may not benefit you if you’re not ready.
The Green Light for hiring a strategist is when you are getting a lot of media inquiries and need someone who knows how to handle media relations. The right hire will handle media inquiries and pitching, a niche that not every publicist is equipped to handle.
Look Past the Title: The Strategist vs. The Hype Man
Bentley issued a strong caution against hiring based on titles or social media hype, stating that a professional is an investment.
Key Questions for Vetting a Publicist:
- Ask about his media relation skills and his last 10 placements.
- Be wary of anyone who relies heavily on “relationship” and doesn’t produce tangible work. The work is what takes you from being a “good time girl” to being globally recognized.
- Check their professional titles: If they are not calling themselves a publicist or a communications practitioner, they may lack the necessary knowledge.
- Find a client they just left and ask about their experience.
The true publicist is a strategist who possesses global understanding, can work through the night (handling clients in different time zones like the Philippines and London), and can effectively speak on and lead the brand’s public perception.
The Global ATL Hustle
Bentley’s own journey underscores his advice on versatility and the global hustle. He credits his start to the original social media platform: “MySpace gave us that. It gave us coding,” providing the basis for sales funnels and engagement strategies still used today.
He learned the business through life experiences, from being around court cases to opening four venues in Atlanta in three months during the COVID-19 shutdown. By pivoting during the pandemic, he helped his client’s restaurants generate millions, proving that a real strategist knows how to capitalize when the world stops.
His advice for longevity remains clear: people will buy off the hype, but they will continue to support a brand based on the consistency and quality of what is being offered.
Find More Business and PR Resources
Leave a Reply