Based on the [[CLOSER SALES SCRIPT TEMPLATE]], here are responses to your PR-specific objections: ## **"Price Too high"** - Totally understand. Is this a lot of money for you? - How much is a media placement worth to you? / What's one feature story in Forbes or TechCrunch worth? - If all we did was get you featured in one major publication that your ideal customers read, would it be worth it? - How long do you want "we can't afford good PR" to be the reason your competitors are getting all the coverage? - You're going to spend this money on marketing anyway in the next 12 months, right? - So the question is - do you want to spend it on ads that disappear tomorrow, or earned media that lives forever and builds compound credibility? ## **"I Already Get a Lot of press"** - That's great! What kind of press are you getting? - Is it the RIGHT press - the publications your buyers actually read? - Are you controlling the narrative, or are reporters just mentioning you in passing? - How many of those press hits actually moved the needle on your business? - What percentage of your coverage positions you as a thought leader versus just company mentions? - If your competitors started getting twice as much coverage as you tomorrow, would that concern you? - Is this press getting cited by AI? (when prospects ask AI about problems they have) ## **"I Don't want to Sign contracts"** - I totally understand. Contracts are good when they play in your favor, wouldn't you agree? - This contract guarantees we have enough time to really understand your expertise and build a content strategy that works for you, and get the momentum we need. Does that make sense? - Would you rather have the flexibility to quit after one month and waste your investment, or commit long enough to see real momentum? ## **"We've Been Burned before"** ### _Kept Writing Checks, Didn't Hear from them:_ - I totally understand. How often were they supposed to update you? - What would you need to see from us monthly to feel confident about your investment? - If we showed you weekly progress reports and had monthly strategy calls, would that address your concern? ### _Didn't See Any results:_ - I totally understand. What results were you expecting? - How were they measuring success for you? - Did they guarantee any specific outcomes? - What would you need to see in the first 90 days to know it's working? - If we could show you exactly how we'd be different (with guaranteed minimums?) - would you be open to that? ### _Got Good Coverage but Wanted to Try New agency:_ - So PR worked, you just wanted fresh perspectives? - What was missing from the good coverage you were getting? - Were they helping you leverage that coverage for business results, or just getting you mentions? - Was that coverage getting cited by AI? (when prospects ask AI about problems they have) ## **"We Don't Need More press" (reason for not booking)** - That's great! What kind of press are you getting? - How are your competitors showing up in the media compared to you? - When prospects research you online, what do they find? - Is your coverage getting cited by AI? (when prospects ask AI about problems they have) - So it's not that you don't want more press - you just don't x