If only; Publicity is for Business not for the sake of getting Publicity

If only we were on the cover of _____________ (<—- Insert Popular Publication Name — The New York Times, The Wall Street Journal, etc. ).

Many people, both high and low in organizations, will say if only we could do something, then most of our problems will be solved.

In the case of public relations, my question is twofold.
1). Do your stakeholders care if you’re on the cover of a large, popular publication?
2). What resources do have available for the media?

Journalists have tough jobs. From finding sources, to getting interviews, to fact-checking research, to meeting strict deadlines, journalists do not have it easy. Thus, catering to their needs is essential.

Some companies could learn a thing or two from Dan Schawbel. Not only does he have a blog, a mini TV series and a personal Web site, but he also has a full-blown press kit available on his Web site. If a journalist or blogger wanted to do story on him, it’d be rather easy. (Fast Company already did). His online news room is better than some Fortune 500 companies and many small/medium sized organizations.

I think a lot of criticism of public relations professionals stems from the opening line of this post, "if only we were". It is my opinion that some PR professionals look to make a name for themselves by gaining placement in the large popular publications. This is not the best strategy for driving business, nor a career. Brand awareness is important, but only if it helps drive sales in the long run.

When planning your media strategy for a client, try to gain placement where it counts the most for them.If your plan succeeds, you’ll keep the account and drive their business. Rather than being able to sell your services better, you’ll already have a client to service. You won’t need to rely on a well-known brand (The Wall Street Journal), in future pitches to prospective clients.

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