5 tips to help you make sure you’re getting the PR you deserve Number 2: Don’t expect instant results (if any!) from a PR campaign
Once you employ a PR, you can just sit back and wait for the front-page articles to come rolling in. Right?
Just because you, the business owner/manager, believes your latest sprogget deserves a front page lead plus a generous inside double page spread, it doesn’t mean IT DOES! On the other hand, a throwaway line or a modest picture caption might be worth a great many more column inches than you might think.
It’s up to your PR to sort the wheat from the chaff and to be honest and tell you if your idea of a good story is wrong.
It’s not just a case of having someone who can spot a potential story and turn it into good quality copy, that someone also needs to be familiar with journalists and how they operate.
- Neither you nor the PR can dictate where, when or even if your story might be used by the Press
- Journalists hate being called up (nagged) by companies asking where, when or even if their story will be used
- Have a knowledgeable and competent spokesperson on standby to answer follow-up questions from the media.
And what about photos – do you have them, or are you willing to pay your PR company to secure them?
COMMENTS: Patrick Saylor, PR & comms, Richmond, Virginia; Thank you. The day my (then) supervisor ordered me to call the local reporters to ensure they had received a news release was the day I lost all respect for him. You or the client may think your “news” is the best thing since sliced bread. However, that doesn’t mean the reporter/influencer is going to agree.