Can PR be made too complicated?
Friday, January 30, 2009
Yes, it can. To me, PR is about communication – between client and agency, agency and the media/analyst community, and between a client and its buyers/prospects. It’s about conversations, and through these conversations, all parties – agency, client, analyst firm, media outlet – are able to achieve their goals.
More often than I’d like to admit, over the course of the last eight years or so, I have seen momentum come to a halt in client engagements. Clients are disappointed, teams are frustrated and media relationships are damaged. Why? Because what we need to achieve and how we need to achieve it has been made too complicated.
Here is my formula for success: information (and lots of it!), an open channel of communication (the freedom for an agency to ask its client anything) and the client’s commitment to follow through with media opportunities they are given (media relationships need to be handled with care for ongoing trust and rapport).
This combination of simple factors – and series of conversations – leads to one largely vigorous, dynamic and energetic roster of media coverage! Ideally, this coverage becomes market “buzz” and in turn generates new business leads, increased brand awareness and additional exposure opportunities (speaking, networking, awards, more articles, etc.).
This end result is what all parties want to see. The media receives compelling information for their readers (listeners or viewers). Clients interest the media with their news and reach key audiences (e.g. prospects). PR folks see the fruits of their labor through media placements and create positive market buzz.
Let’s all remember this – we’re all working towards the same goal: to receive and communicate compelling information for an interesting, persuasive message – for the purpose of moving an audience.
Simple enough, right?
I'll call it the 45 day challenge. I challenge you to focus on meeting these three goals in your PR program, and after 6 weeks, I have a good hunch that all parties will feel your program is on the road to victory.
In the spirit of simplicity,
Danica Low
More often than I’d like to admit, over the course of the last eight years or so, I have seen momentum come to a halt in client engagements. Clients are disappointed, teams are frustrated and media relationships are damaged. Why? Because what we need to achieve and how we need to achieve it has been made too complicated.
Here is my formula for success: information (and lots of it!), an open channel of communication (the freedom for an agency to ask its client anything) and the client’s commitment to follow through with media opportunities they are given (media relationships need to be handled with care for ongoing trust and rapport).
This combination of simple factors – and series of conversations – leads to one largely vigorous, dynamic and energetic roster of media coverage! Ideally, this coverage becomes market “buzz” and in turn generates new business leads, increased brand awareness and additional exposure opportunities (speaking, networking, awards, more articles, etc.).
This end result is what all parties want to see. The media receives compelling information for their readers (listeners or viewers). Clients interest the media with their news and reach key audiences (e.g. prospects). PR folks see the fruits of their labor through media placements and create positive market buzz.
Let’s all remember this – we’re all working towards the same goal: to receive and communicate compelling information for an interesting, persuasive message – for the purpose of moving an audience.
Simple enough, right?
I'll call it the 45 day challenge. I challenge you to focus on meeting these three goals in your PR program, and after 6 weeks, I have a good hunch that all parties will feel your program is on the road to victory.
In the spirit of simplicity,
Danica Low
Labels: PR Industry, PR Strategy
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posted by speakerbox at
1:51 PM |
2 Comments:
No offense but who does not use information in their public relations programs? This is an obvious point you make and what you wrote sounds like it is full of excuses!
I am happy to see you are reading our blog. Perhaps I need to clarify? The right kind of information - the stuff we know works to interest the media - can be difficult to come by in some cases. Sometimes this is because of communication challenges, or if for other reasons, good communication between client and PR firm needs to exist to dive into additional sources of information. For example, maybe a customer reference is not attainable, but a good sit down conversation with the CEO on his vision for the company could help develop other - non-user angles. It is important that both parties - PR firm and client - understand how crucial it is to have good communication. With good communication, PR folks have the information they need to succeed.
-Danica
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