|
The Key to Great PR is
Perseverance
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 don’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 allow 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 2004. All rights reserved.
Paula
Gardner of
www.doyourownpr.com is a PR and marketing coach who works
with people who are passionate and serious about getting their
business noticed. You can contact Paula on 0208 539 2197.You can
receive free weekly PR tips and advice by subscribing to the
www.doyourownpr.com newsletter Get Noticed. Simply follow
this link:
www.doyourownpr.com/subscribe.asp
|
