The Key to Great PR is Perseverance
By Paula Gardner of Do Your Own PR
I regularly seem to come across businesses that have pinned their hopes on one press release. They tell me how they sent it out with excitement in the pits of their stomachs and then felt the hard cold flop of disappointment when they didn't get an army of journalists on the phone the very next day. And then, disillusioned, they resign their venture into PR to the past and move on to what they consider safer tactics.
But what separates these businesses from the ones that do get go on to get great, continuous press is often one thing, perseverance.
PR is a long-term option and takes perseverance in more ways than one.
Putting the time in
Just like exercise, an occasional blast of frenetic activity will have little long-term effect. What does succeed is regular, time-tabled PR activity. Take a look at your weekly schedule and ascertain how much time you can devote to PR. A morning or afternoon a week is great. Put in your diary and make it sacrosanct. If you don't have that amount of time, what can you ditch or delegate to make the time?
Experimenting
One press release does not make a PR campaign. You need to release something to the media at least every other month. Sometimes these communications will disappear into the ether; sometimes they will be spot on. Regular postings to the press ensure that your name is in their minds (and contact books) and allows you to experiment with different ways of writing and presenting your press release.
Building Relationships
But the most important part of a PR strategy is building bonds with journalists and editors. Just like making friends or networking for business contacts, this takes tact and time. It's not a case of rushing in, but gently building trust and respect.
Allowing the campaign to reach the public
Seeing your company covered in the press is extremely flattering and satisfying, and may help bring you enquiries, clients and increased sales, but the real rewards come with continuous long-term coverage that propels your company firmly into the public eye and creates a recognised brand, your brand.
Working with my long-term clients on the PR Academy programme I have watched complete beginners go on to nab columns in national magazines, be interviewed for monthly glossies and appear on national TV. A key part of the programme is clients' accountability ? ostensibly to me, but primarily to themselves. Take this aboard with your own campaign, either charting your goals and your progress in a diary or journal as you go, or partnering up with another business and sharing the process. This helps keep up impetus and motivation when it becomes a little too easy to get distracted by the day to day distractions of running your business.
And it's a wonderful way to share and celebrate your PR successes, supporting and cheering each other on as you go.
copyright ©Paula Gardner and Do Your Own PR 2004. All rights reserved.
Paula Gardner of http://www.doyourownpr.com is a PR and marketing coach who works with people who are passionate and serious about getting their business noticed. Do Your Own Pr offers Pr training via ecourses, telephone coaching, one to one consultations and in-house staff training. You can sign up for the Do Your Own PR newsletter at http://www.doyourownpr.com/subscribe.asp
Keep these few crucial details in mind when writing and... Read More
One study found that as many as 90% of the... Read More
Today's issue of Lean Marketing Champions features tips on doing... Read More
Just think about it.If I come to believe that you... Read More
Public relations is popular because it is very cost-effective and... Read More
A press release telling about "Stevie, the Water-Skiing Squirrel" will... Read More
From time to time, people ask me how public relations... Read More
When outside audiences important to your operation do not understand... Read More
Does the thought of knowing your verbs from your adjective... Read More
Some financial planners think that they shouldn't share their top... Read More
We'd all like reporters to ask us about our career... Read More
Successful buisnesses know that media attention reaches consumers better than... Read More
Stripped down to its core, publicity is little more than... Read More
In these days of every increasing demand and competition, there... Read More
How much more fundamental can you get than this? As... Read More
Some folks see the word "strategic" as a needlessly tiresome... Read More
Public relations is the art, as one of my colleagues... Read More
Tracking your correspondence with reporters, via phone or email, is... Read More
Well, autumn is upon us and with the onset of... Read More
It is virtually impossible to succeed professionally and personally without... Read More
? Don't wear all black. You'll look as though you're... Read More
It's one thing for a senior manager to approve story... Read More
If you manage a department, division or subsidiary for a... Read More
Etymology is the study of the origins of words.As languages... Read More
Everyone knows the value of free publicity. And given the... Read More
Why You Should Write Press Releases: A press release is... Read More
Years ago when my Dad owned a group of local... Read More
What do you do with junk mail? Are you like... Read More
That big story the media pursue each day is what... Read More
New business owners often miss out on publicity opportunities because... Read More
Why, public relations that stays true to its fundamental premise,... Read More
If you want to know the best way to approach... Read More
Would you advise clients to buy a stock based on... Read More
There is something newsworthy happening at your organization right now.... Read More
Business, non-profit or association managers hurt their own public relations... Read More
Would you like to expand the volume of your business?... Read More
The next time a newspaper photographer takes your photo, remember... Read More
Don't assume that a reporter understands financial planning. If anything,... Read More
Many of our clients are in service businesses, such as... Read More
The media's role is to package and spread news, current... Read More
You're a business, non-profit or association manager who needs to... Read More
Ever wonder why papers devote a page or more to... Read More
Because good public relations can alter individual perception and lead... Read More
A reporter's job is to get the most accurate and... Read More
You know that getting publicity is vital to the health... Read More
Andrew Bogut, the Australian basketballer is now officially in the... Read More
So, you've had your book published or you've gone the... Read More
Photographs are essential for getting good publicity in the print... Read More
Recently someone asked me why so many restaurants go out... Read More
Talkback radio offers a fantastic opportunity to access thousands of... Read More
"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More
Recently, I told a friend (who's a business owner) that... Read More
Publicity seekers know that Christmas can provide a bonanza of... Read More
There's the old joke about the two buzzards sitting in... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
A new public relations blueprint could be a good idea... Read More
In these days of every increasing demand and competition, there... Read More
The Internet may have opened worlds for businesses and consumers,... Read More
Always ask, "Is now a good time?"Deadlines in journalism are... Read More
What makes a good media release and how do you... Read More
Where is there a business, non-profit or association manager who... Read More
There's an old African proverb:"If you think you are too... Read More
Most business, non-profit and association managers live to tell about... Read More
What are you trying to do with your business, non-profit... Read More
The real public relations geniuses might be managers. You know,... Read More
Public Relations |