FIDOPR.CO.UK

Far from wishing to perpetuate myths and misconceptions about PR, Fido is committed to being open and transparent about how we work. Here are some common questions we face in our day to day job. If there’s something we’ve not answered then please feel free to use the comment box to add any of your burning questions ...

What is PR?

How much does PR cost, how do you charge for PR?

How do I know I am getting value for money?

Who would be working on my account?

How can Fido improve my organisation’s reputation?

Times are hard, why should I spend money on PR?

What does PR do that I can’t buy from another marketing supplier?

What kind of PR company is Fido?

Why spend my money on something that isn't guaranteed?

Glossary and terms

What is PR?

Public relations offers many means of communication with your target audiences and your stakeholders including:

How much does PR cost, how do you charge for PR?

Fido charges for time on an hourly basis. The cost of a campaign or PR programme is calculated according to how much time would be needed to implement it. This could be one day per week or more. Also there would be a breakdown in terms of level of staff experience on your account. Some tasks will not require the experience of an account director, whose time is charged at a higher rate than that of an account executive. Not all costs relate to time however, and most PR programmes will have other associated costs such as disbursements and campaign costs, which would be quoted for in advance. Fido has produced a rate card with a detailed breakdown of fees and charges. This is available on request.

How do I know I am getting value for money?

Fido is very keen on evaluating all its PR activity, from the value of an event to the media coverage generated from a campaign. Objectives and targets agreed at the outset provide a benchmark on which to monitor the performance of your PR. Other values such as the speed and agility in moving programmes forward and developing campaigns and ideas and bringing on partnerships are all measurable. Fido has a formula to measure input, output, out-takes and outcomes for all the work it undertakes. Each campaign or programme will have its own formula against which it is measured.

Who would be working on my account?

Fido fields the team that is best suited to the work required. All accounts are overseen by one of Fido’s directors, but most likely, it will be the account manager and account executive that deliver the day to day service. At the planning stage, it is decided who will oversee different projects and tasks on the account. From organising an event, to liaising with media or undertaking a one-to-one briefing with a government official, each task is appropriated and overseen by the account director and in some cases, undertaken by this senior member of the team.

The Fido team

How can Fido improve my organisation’s reputation?

An audit of the current situation, future opportunities and challenges  for the organisation will first be undertaken and presented. Access to senior management is vital, as is a willingness to share information.  These are the first steps to helping an organisation understand why its image and reputation is as it is. Then a recommended course of action would be agreed and implemented. There are many ways in which an organisation can improve its reputation, starting from a basic commitment to open and honest communication and improvements to its current service to all of its stakeholders.

Times are hard, why should I spend money on PR?

PR is probably the most cost effective marketing communications tool you can have at your disposal. It’s not ‘free advertising’, but it is very cost effective as our Return on Investment calculations prove. Whether times are good or bad, you can’t afford not to be using PR as it can bring many measurable benefits to your organisation.

What does PR do that I can’t buy from another marketing supplier?

It’s this simple - when the media says something is great – its miles more valuable than when you say something is great!

What kind of PR company is Fido?

Not all PR companies are the same, but in Fido’s case we offer ethical solutions, a transparent style of working and intelligent and PR that is relevant to today’s media savvy audiences.

Why spend my money on something that isn't guaranteed?

It’s true that PR isn’t always an exact science when it comes to knowing what will make, but using an experienced media practitioner will increase your chances ten fold. When a story does make, and you have to allow for the media to present in in their own way too, the benefits far outweigh advertising because it comes from a third party and so has greater perceived credibility.

Glossary and terms

Chartered Institute of Public Relations (CIPR) - This is a national body that upholds quality standards in the field of public relations. Everyone at Fido is a member of the CIPR and undertakes Continuous Professional Development with a view to achieving Chartered Practitioner status.

CSR (Corporate Social Responsibility) - Organisations consider the interests of society by taking responsibility for the impact of their activities on customers, suppliers, employees, shareholders, communities and other stakeholders, as well as the environment. This obligation is seen to extend beyond the statutory obligation to comply with legislation and sees organisations voluntarily taking further steps to improve the quality of life for employees and their families as well as for the local community and society at large. Source: Wikipedia

Disbursements – the running costs of an account, for example, subscriptions to media sourcing information, press monitoring and clipping services, Newspaper Licensing, etc.

ROI (Return on Investment) – when undertaking a media relations campaign, the Return on Investment can be calculated by measuring the quality and quantity of media coverage and valuing it against the ££ spend.

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