PR Results are Like FineWine - They Take Time
Tags: Branding, Communication, Marketing, Public Relations
Tom Marx
Especially during thecurrent economic times, we are often asked by clients and prospects: "When willI start to see results from our public relations (PR) efforts?"
In the past, we'veanswered that question a dozen different ways - dependent on the clientprogram, budget and patience. There are just so many variables and a lot has todo with the nature and quality of the news that is being distributed.
We like to use the metaphor of wine to describe PR. Making wine is a long and time sensitive process. But the outcome is definitely rewarding. In order to measure the success of your PR you will need some form of measurement. The components of measurement include ANOTHER interpretation of theThree C's: Communication, Consistency and Commitment. Let's address each ofthese.
Communication
An effective PRcampaign starts from internal communication with the client, and each of theirdepartments. So marketing, sales, product management, finance, operations andcorporate management are included in the communication loop. Why? To establishan inventory of articles and to quickly identify breaking news. The disciplineof communicating this information on a regular and frequent basis with your PRagency or internal PR department results in the greater possibility for thenext "C" (consistency) to be fulfilled.
Consistency
Consistency is wherethe rubber meets the road. When articles and news releases are sent month-after-month,it usually takes awhile before a client starts to see consistent coverage.While news sent to digital media outlets often results in same day/next day publication, gettingthings published in print publications takes longer. This is especially true ofconsumer media, where your company's news may not get printed for at least threemonths (and up to two months for trade media). Add viral marketing throughsocial media sites, blogs and website extensions and it takes months ofconsistent PR outreach before measurable results are experienced. Consistentoutreach = consistent results.
Commitment
There is no suchthing as a successful "spot" PR campaign. Perhaps a spot media buy can work forcertain products in certain markets, but not for a PR strategy. You cannotstart, stop, delay, not find news or ignore your PR firm/department. PR must bein the everyday thinking of your company. By committing to a consistentcampaign and regularly dig for news, your PR efforts will be rewarded over time. Commitmentmeans you don't blow-off the editor or writer the next time they call, you don't miss appointments, and you always make yourself available. Commitment means youlet editors and writers know you care about their concerns and their deadlines.Your commitment to the PR process means success will follow.
The answer we nowgive to clients may not be the answer they want to hear, but we believe it'sthe truth: PR takes time to develop. Allow four to six months of effort before youbegin to judge the results of your PR campaign...and then only if the 3 C's arefollowed. If you start, stop, delay or go into a news embargo, don't expect great results. Like a fine wine, a successful PR campaign will only becomemore excellent with time. Cheers!
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