What happens when you promote a crowdfunding project with a traditional public relations company? Not much.
That’s because conventional PR firms understand little to nothing about crowdfunding and how to attract potential crowdfunding backers.
The smarter PR firms are wise enough to know their limitations. These are the PR firms that subcontract their crowdfunding PR needs to us.
We’re flattered to get all the extra work but frown slightly in realizing that those PR clients are seriously overpaying for all of their crowdfunding promotion.
Why? Because they hired the PR firm at their standard rates which are usually quite expensive. The PR firm, now hired by the crowdfunder, then hires us and pays our published fees which are far, far lower.
In other words – the PR firm sneaks us in under the client’s radar to do a substantial amount of the crowdfunding PR they were hired to do by their client – at much higher prices.
While we would hope the PR firm takes action of its own apart from our own crowdfunding advertising efforts, we can’t always be sure.
Either way, the PR firm goes on to make a very fat profit because they get to keep the difference between what they were paid by the client and what the PR firm paid us.
We here at Crowdfund Buzz naturally accept this arrangement and commend PR firms like this for realizing they are out of their depth and wisely leave specialized work like crowdfunding PR to the experts.
Then there are PR firms that have no business promoting a crowdfunding campaign. All they do is take the client’s money, follow their standard playbook which doesn’t work when promoting a crowdfunding campaign which, in turn, almost always leads to crowdfunding failure.
Consider the following screen shot of an actual email sent to me (click to enlarge):
What we have here is a traditional PR agency emailing a crowdfunding PR agency (a competitor in every sense of the word) pitching their client’s news as if we were just another crowdfunding news outlet or blogger. If you pay close attention to the screen shot you will notice that the email has the same “Sent From” and “Sent To” which is a clear sign this email was bulk-emailed to a list of people and companies – including Crowdfund Buzz. Nothing says lazy more than trying to pitch a crowdfunding project to a bulk email list.
And NOTHING says “clueless and unqualified PR pretender” than including a crowdfunding PR firm like Crowdfund Buzz on a list of media contacts.
Let’s see what happened next. If you Google the client mentioned – Aegle Palette – you’ll find instances of the same press release. Here’s one of them.
Where’s the call to action? Buried in the middle of the press release with a totally non-helpful link.
Then there’s the structure of the press release – first they fire off the sales pitch then explain the problem. Any copywriter worth their salt knows this is totally backwards.
Every attempt to show professional courtesy to our close cousins in the PR family by offering to help them help their client was ignored — nobody responded. Not even to the initial email shown above where they came to us for help. I guess it wasn’t the kind of help they wanted but what did they expect when they showed their cluelessness in emailing a competing PR firm about how we could help them advertise a crowdfunding campaign?
One could say they felt they knew better. But did they? No. Try and click the link to visit the Indiegogo project and guess what? It’s gone. The project was canceled.
We see this all the time. Heck, one time an actual crowdfunding platform emailed us a press release along similar lines as outlined above. We ended up making the crowdfunder a client when we were able to conclusively show them that the crowdfunding PR efforts thus far weren’t reaching anyone and they weren’t going anywhere. Our tried and true crowdfunding PR turned that around fast.