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Quick and easy, three simple steps, amazing results in 30 days or less! Everywhere we look, we’re inundated with messages that offer the promise of fast, easy results. And in our immediate-gratification, attention-deficit society, if we don’t get fast, easy results, we’re not happy.
In the public relations arena, we have all encountered examples of clients (usually new ones) who expect a similar approach from their public relations activities. They want media attention for this program or want to be seen as the expert on a particular subject—and fast. They may have sent out one news release and when it didn’t quite bring the results they were hoping for, they chalk it up to “PR not working.”
This approach to public relations (PR) usually stems from a lack of understanding of what true public relations is all about. As PR professionals, it’s up to us to educate new clients about PR, the process and the long-term value it can provide.
What Is Public Relations?
Let’s start with the basics: PR is a marketing-communications tool that uses the unpaid media to provide third party credibility for a product, service, individual or organization. It’s not about buying ads (paid advertising). It’s not simply getting publicity for an upcoming event. It’s not about being a “flash-in-the-pan” or embracing Andy Warhol’s 15 minutes of fame theory. And it’s more than sending out a news release. It’s the stories, the mentions, the interviews that get you in the news repeatedly—the mentions that build your company’s credibility or brand over time.
As Pam mentioned in a recent post, there is a lot of effort and moving parts that go into making you, your company or product “famous.” Rarely is it the result of having sent out one news release. It’s the result of a sustained effort of sending out news (that’s newsworthy!), refining your story, looking for opportunities to get your company on the radar of the news media and building relationships with the reporters and outlets most likely to cover your story.
Public Relations is a Powerful Tool
I consider public relations the secret weapon in the marketing mix. It has to work in concert with all the other marketing activities. Done well, it provides incredible strength and support for a company’s brand. But just as it takes time to build muscle at the gym, the same goes for building your PR muscle. It doesn’t happen overnight.
A public relations program starts with a marketing plan that outlines a clear strategy and includes measurable goals. Once you have determined your strategy, goals and key messages, then you begin to develop the tactics you can use to accomplish your goals.
We start by building the pieces for your PR toolkit. This includes researching and writing your company story, interviewing and drafting bios for key company people, researching your industry’s media outlets and reporters, bloggers and freelancers in your industry and other activities. We’re constantly looking for ways to make your company or story newsworthy. And newsworthy is an important word here. Just because you think what your company is doing is really cool, doesn’t mean your media (or their readers or followers) will. It’s about knowing what stories will interest your media and their audiences.
You Too Can Be a Publisher
Social media is all about connecting and building relationships and traditional PR is really no different. And now with so many social media platforms to choose from, you don’t need to rely solely on traditional media to tell your story—your company can become its own publisher and conversation agent.
But again, just starting a company blog or setting up a FaceBook page doesn’t bring you instant credibility. It’s about providing information (or content) that is valuable to others (the, what’s-in-it-for-your-readers content). (Is this starting to sound familiar?) Over time and done well, these efforts can help build your organization’s or brand’s credibility.
Public Relations Takes Time and Attention
So, if you’re looking for the “quick and easy” and “lasting results in 30 days or less,” I’m sorry to disappoint you. And if you’ve found an agency that claims to provide that, well I’d suggest digging a little deeper and asking hard questions about the real results they have delivered to their clients. Because the bottom line is: There simply is no quick and easy in the PR world. Meaningful results take time, nurturing and continued effort and attention.
And then, when that wonderful snowball effect finally takes hold and you and your organization become the sought-after resource for this article, that story… well, that’s when you and your PR team can smile and celebrate—and realize that all the time and effort has been very well spent indeed.
