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Boutique Public Relations Are on the Rise and Offer Specialized Expertise in Specific Industries
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There are many types of PR firms out there, from large operations, such as Edelmen Public Relations or Ketchum PR, to one person home-based businesses. Most of the big firms handle PR as if “a product is a product” – selling your widget is the same as selling someone’s service, in that they both require news to be made and distributed. In today’s market, it’s vital that you find the right company to suit both your needs and your budget, and that is where boutique public relations comes in.
“Boutique” means simply that it is a smaller, more specialized company, and usually the idea behind this type of firm is that it will offer specialized expertise in only one or two industries. Whereas a large firm might have a few tech clients, some clothing product lines, a manufacturer of toys, and service providers across multiple industries, a boutique PR firm would only take on clients in their field.
For example, they might specialize in the travel and hotel industries, which are two overlapping arenas. Their PR list would then boast all of the updated travel and hospitality press, and a boutique public relations company would seek out and maintain strong relationships with the journalists in their area of expertise.
What this means for you as a client is that you are probably enjoying more hands-on service, and you are also getting someone handling your account who knows your business well, perhaps was even part of it for a time, and so can truly empathize with your needs. There is no ramp-up time, as the pipeline for your specific niche is already open, and you may even get some insight into your competition, or a referral to a business that is complementary, based on the boutique public relations firm’s existing roster.
Monthly retainers will likely be lower with a boutique firm, and they may be more flexible. For example, you may be able to have them run a single campaign for you, knowing that your primary intention is to build a relationship, but also giving you the chance to try them out before engaging them fully.
You may also save money because this type of PR firm will have had clients similar to you, and may have already thought of some out-of-the-box ways to help and implemented it successfully with a previous boutique public relations campaign. Don’t hesitate to ask for their ideas and input – if they’ve run campaigns for three B & B chains in Hawaii, they’ll likely already be able to give you some great suggestions for your B & B in Indiana.
A boutique PR firm can often be a great solution for you to have cost-effective expertise available to you easily and with a legacy of information that can help you to stand out in your field.
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