PR for Today - Performance-Based, Results-Obsessed

At These Guys I Know we built our service offerings to address pain points we had when client side. A biggie was PR.

Paying, relatively significantly, for press releases to be written and distributed that didn't get picked up - that drove us absolutely nuts! 🤯

Not so much that there wasn't the pick up - but there didn't seem to be much concern or accountability about that. It seemed to us that when it came to PR,  the client / agency model wasn't actually incentivised to drive results. So we redesigned it - leading the way in performance PR.

Whilst we can't guarantee securing coverage (as that would be a no-no given it’s earned media) - we can guarantee we won't charge for it unless we do. 

These Guys I Know is relentlessly results focused, so it makes sense that our PR model is too - These Guys I Know offers PR services that are results focused and performance-based.  We’ve looked at the pay-per-placement model too - which is interesting, and we're always up for that also (though given the extent of coverage we’ve generated for some projects - that might prove pretty costly! ;-)

Earned media must be earned and you need to work hard for it - particularly in a world where the ol’ press release model is even less effective.  It’s about multi-channel storytelling, results accountability, and real-time relevance.  We’ve designed our offering to share risk with clients - and so far, so good - it's win, win as far as we can see! 

PR is undergoing a major shift, driven by digital media, changing consumer behaviours, and a demand for measurable outcomes.   Our unique performance PR model means These Guys I Know clients pay for PR - when it is secured.  Here are other key ways PR is evolving in the modern age that influence our approach with clients at These Guys I Know. 

1. From Mainstream to Multi-Channel Storytelling

Traditional PR focused on getting stories into mainstream media (newspapers, TV, radio) - and often one big piece of media used to do the job. In New Zealand - you could reach half a million people through one placement in the good old days! But today, the media landscape is increasingly fragmented and a lot of smaller parts are needed to add up to the whole. Modern PR now includes owned media (blogs, websites), social media, influencer advocacy, podcasts, partnerships, thought leadership and more. These are all parts of the mix at These Guys I Know. We pride ourselves on ‘putting things together’. 

2. Data-Driven & Performance-Based Expectations

Modern tools increase expectation around measurable outcomes - effectiveness of PR need no longer be subjective. We can see reach, engagement, lead generation and interest generated - so you should be able to see the real outcomes from a piece of PR and, ideally, follow that journey through to conversion.  Tools like coverage trackers, sentiment analysis, SEO impact reports, and even attribution models are now part of PR reporting. These Guys I Know offer performance-based models - sharing risk and accountability with clients. 

3. The Decline of the ‘Press Release’

Press releases alone are no longer enough (perhaps they never were!). In fact, they are often a deterrent when it comes to securing quality media coverage as they suggest “generic” to a journalist who wants (and deserves) unique angles and exclusive content.  We place emphasis on relationship-driven pitching and tailored storytelling, not mass-emailing. That said, we find the creation of a Press Release an important exercise. So we still do this - even without necessarily having the intention to send.  It helps us dot our i’s, cross our t’s and ensure all stakeholders are on the same page.  For the benefit of our clients - we go relationship / quality media first - then, follow up with generic press releases for mass pick up (a final sweep shall we say!) 

4. Social Media, Advocacy & Amplification. 

Influencers (grrr - really hate that word but - for the purpose of this blog..let’s leave it there), industry experts, and even employees are now powerful advocacy channels for your business. It’s not just about the PR placement itself - but the amplification of a story through your channels - and those of your stakeholders. We’re all about that - specialising in thought leadership, social-first content, and advocacy to extend the reach of your PR.

5. Owned Media is King

All brands are media brands nowadays - or at least have the opportunity to be. Brands are investing in their own platforms (blogs, YouTube, podcasts) to control the narrative and drive engagement. We work with brands to generate media engines of their own and maintain a constant conversation with customers (and potential customers!) 

6. Multimedia-rich stories require rich multimedia. 

Let’s face it - media outlooks need rich multimedia tools to drive audience engagement. In a content hungry world - one photo and a press release just ain’t going to cut it anymore!  These Guys I Know create content (through our Lightweight studio) - and will go the extra mile with photography, asset creation and beyond to ensure our clients get the coverage they need. These Guys I Know effectively creates and distributes lifestyle content. 

7. Risk and Reputation are still relevant, perhaps more so. 

Reputation management is even more risky in today's world - one misstep can go viral fast. We always maintain a risk register for projects - beginning with the question (what could go possibly wrong?) and mitigating from there with proactive reputation monitoring and real-time crisis response strategies in place.

8. AI and Automation in PR

AI tools are being used for media monitoring, press release drafting, and audience targeting. They’re even being used (shock horror!) in writing the media itself. But the human element of creative pitching and relationship-building remains irreplaceable - and is a priority for These Guys I Know. 

PR is not as simple as “just get us in the media” - today, modern media and communications are far more complex. Our approach is on multi-channel storytelling, results accountability, and real-time relevance.

These Guys I Know offer a performance based PR service. Would you like to discuss a performance-based PR solution for your brand or business? We would love to chat. Book a discovery call or sign up to our newsletter to stay in touch.