Do-It-Yourself PR: An Accident Waiting to Happen

Early in my career as a public relations consultant, I remember standing in a group of people at a business function and listening to one man's tale of woe. It seems the founder and president of a small and growing business was bewildered about his lack of media attention. He organized an event to launch a ground-breaking new product and couldn't understand why no one covered the event.

"Why didn't they (reporters) come?" he asked. "I sent out press releases!" I smiled sympathetically.

This is not an isolated incident. Too often, many notable products and services are ignored by reporters and subsequently, by the public. Time and again, small business owners believe they can run the publicity activities for their companies. How hard could it be anyway?

The problem is, performing the mechanics of publicity tasks without understanding it will not achieve desired results. There's more to PR than sending out a press release.

And trust me, the quality?or more accurately, the lack thereof?of releases I have seen lately from do-it-yourselfers ranges from the sublime to the ridiculous. It would make any professional publicist nauseous!

As a PR consultant for many years, I have often wondered why people want to do it themselves. After much thought about this phenomenon, I attribute it to one justification: a cost-cutting measure. This is a common pitfall.

PR is not something that achieves an immediate return like running a two-for-one sale. It is a long-term commitment that often can't be quantified. Publicity is one aspect and often, instead of letting a PR professional develop an integrated campaign, releases are sent haphazardly with an eye on costs rather than results. Piecemeal publicity-sporadic releases or placements, often after the fact-is rarely effective. Sound public relations is a concerted effort and an investment a company makes in itself. Consultant's fees are based on time and activities required to build a comprehensive program.

The idea that companies even think they can take this in-house and delegate it to an administrator without hiring a PR professional is deceiving. I once asked a career consultant about this. Her reply was startling. She responded by saying that some people are so technically expert, they make it look easy enough for others to take on their duties! This probably explains why there was a huge increase in duffers at golf courses after Tiger Woods won his first Masters. It also explains why there are so many people taking on their own home repair and decorating projects since HGTV became a cable mainstay.

The truth is Tiger Woods and other pro golfers work at their sport the way most of us work at our jobs, and home repairs and decorating are far more time-consuming and complicated than a version compressed into a 30 minute segment.

The same can be said of publicity . . . and that's the relatively easy component!

What if you're on the negative end of publicity? Do you really think you can handle that alone? Remember, a lawyer will protect you legally; who will protect your image and reputation? After the tragedy of September 11, I remember an interview with a very emotional company executive caught up in the moment. Several of the things he promised in an excited moment came back to haunt him several months later. If he had a PR consultant, he never would have been permitted to give an interview, let alone promise anything, at that time.

Even if you think you're just sending out press releases, there's more to writing them and emailing or snail mailing them. It's called pitch and place. There's also a vetting process which, to summarize, prevents amateurs from crying wolf. Not everything you do or accomplish is newsworthy!

If you do-it-yourself, potential customers are likely to think you're penny-pinching because you have cash-flow problems, too impoverished to hire a consultant or an appropriate employee to adequately accommodate your needs and staff your operations. They can also question your business acumen if you think you're proficient enough to do this properly. This alone can make or break your future growth.

If you think you're saving money by doing-it-yourself, you're not. A good PR program with an experienced consultant is far more cost-effective than doing-it-yourself. Remember, perception is reality.

You're vying for attention and credibility in an overcrowded marketplace. People have to know you exist before they can beat a path to your door. Good PR can enhance your operations so your products or services are accepted.

© 2005 F.N. Rosenstock. All rights reserved.

For more than 20 years, F. N. ROSENSTOCK has worked in the field of public relations holding a variety of positions before starting her own consulting firm. Rosenstock has served as a presenter on panels and at workshops, and has produced seminars and given instruction about public relations.

---

Public Relations Primer, Part I: Packaging Your Story for the Media

Imagine you're in the breakfast cereal business. You make the... Read More

Building The Best Network

If you want to succeed, build a great team. A... Read More

Want to Light a Fire Under Your PR?

Yes? Then do something positive about the behaviors of those... Read More

Tough Times, Tough Tactics

When times are tough, it's no time to ignore those... Read More

Media Relations: Should You Pay For News Coverage, Part II

Last month, we told you about "pay for play," a... Read More

PR: Ouch! Tells the Tale

Ever get the feeling that your public relations program isn't... Read More

The Truth About Public Relations

The truth is, you CAN attract the support of those... Read More

Managers, Have You Been Shortchanged?

You have been if you're a business, non-profit or association... Read More

The Ultimate PR Scam

It happens to business, non-profit and association managers when their... Read More

Creating Event Magic through Planned Video Production

Once upon a time, there was a young, stressed out... Read More

The Only Way to Get Free Advertising?

Receiving free advertising is the dream of most business people.... Read More

Does the PR Blueprint Work?

Managers, please take a minute and read two sentences: People... Read More

Press Release, An Alternative For Paid Advertisement. Step 1

What's a press release? This is generally a one page... Read More

Passing the PR Bar

The public relations bar, should such a proficiency measure ever... Read More

PR: Am I Getting a Good Deal?

You are getting a good deal when you accept the... Read More

What People Believe Can Bring You Success

Just think about it.If I come to believe that you... Read More

Your Organization: What Role PR?

As a manager, does your current business, non-profit or association... Read More

Ramp Up Your Newsletter to Build a Strong Business

To survive in business, you've got to focus your attention... Read More

PR: Advice You Didnt Ask For

Although, as a business, non-profit or association manager, you may... Read More

Say What?

As the comedian Steve Martin once said, "some people have... Read More

Dont Expect to Bump Oprah From A Magazine Cover

"I want a pony, a tree house and the fastest... Read More

PR Works! 15 Ways To Make Your Press Release Stand Out From the Crowd

Do editors of newspapers, magazines and online news sites really... Read More

Just What Kind of PR Matters to You?

Parties, videos, booklets and column plugs?Or public relations that does... Read More

VIP Database; Does Your Company Have One?

The VIP databases are fun to create and can be... Read More

How Real PR Works

For some, public relations works well when their news release... Read More

Advertising and Community Relations -- Get the Best of Both Worlds

Have you ever noticed that in communities without big universities,... Read More

Financial Planners, Why Advertise When Free Publicity and Marketing Is Better?

Commit this to memory, please: To get in the media,... Read More

4th Quarter 2003 Publicity = 1st Quarter 2004 Prosperity

As the year starts to wind down, many businesses and... Read More

Prep for a Successful Trade Show

Well, autumn is upon us and with the onset of... Read More

PR: The Wildcard Marketing Strategy

What is the true purpose of public relations and how... Read More

Right PR Focus A Powerful Advantage

Powerful is a strong word. But it fits here. As... Read More

Financial Planners, Follow These Guidelines to Get Free Publicity

Be a ResourceThe media people that are likely to want... Read More

How to Work with Newspaper Photographers

The next time a newspaper photographer takes your photo, remember... Read More