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Be clear – and realistic – about your goals for the PR effort

5 tips to help you make sure you’re getting the PR you deserve. Number 3. Be clear – and realistic – about what you want your PR effort to achieve

Once your PR person has fired the starting pistol on your campaign, there’s no going back. If you’re lucky, you’ll get calls from journalists asking for photos/images to illustrate your story and/or requesting more depth via interviews with key company personnel. If you’re less lucky, you’ll be pestered by advertising departments trying to flog you ad space to complement the editorial you’ve achieved.

You can secure large mounts of coverage, so be prepared and ready to take advantage of the appropriate opportunities, or they’ll be lost.

Be clear – and realistic about your goals for the PR effort.

Set goals that are achievable for your PR agency – key publications you’d like to appear in; messages you want to convey.

If you’re honest about these goals from the beginning, it gives agencies the chance to discuss with you: Does your budget match your expectations?

If it doesn’t, most PRs will be able to provide a Plan B that works for everybody.

COMMENTS: Pat Irole, Life & business coach: “Apart from global awareness and image establishment, every PR effort should be able to yield appreciable returns, otherwise, the aim of the PR is defeated. To your success!”

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