Early in my career as a public relations consultant, I remember standing in a group of people at a business function and listening to one man's tale of woe. It seems the founder and president of a small and growing business was bewildered about his lack of media attention. He organized an event to launch a ground-breaking new product and couldn't understand why no one covered the event.
"Why didn't they (reporters) come?" he asked. "I sent out press releases!" I smiled sympathetically.
This is not an isolated incident. Too often, many notable products and services are ignored by reporters and subsequently, by the public. Time and again, small business owners believe they can run the publicity activities for their companies. How hard could it be anyway?
The problem is, performing the mechanics of publicity tasks without understanding it will not achieve desired results. There's more to PR than sending out a press release.
And trust me, the quality?or more accurately, the lack thereof?of releases I have seen lately from do-it-yourselfers ranges from the sublime to the ridiculous. It would make any professional publicist nauseous!
As a PR consultant for many years, I have often wondered why people want to do it themselves. After much thought about this phenomenon, I attribute it to one justification: a cost-cutting measure. This is a common pitfall.
PR is not something that achieves an immediate return like running a two-for-one sale. It is a long-term commitment that often can't be quantified. Publicity is one aspect and often, instead of letting a PR professional develop an integrated campaign, releases are sent haphazardly with an eye on costs rather than results. Piecemeal publicity-sporadic releases or placements, often after the fact-is rarely effective. Sound public relations is a concerted effort and an investment a company makes in itself. Consultant's fees are based on time and activities required to build a comprehensive program.
The idea that companies even think they can take this in-house and delegate it to an administrator without hiring a PR professional is deceiving. I once asked a career consultant about this. Her reply was startling. She responded by saying that some people are so technically expert, they make it look easy enough for others to take on their duties! This probably explains why there was a huge increase in duffers at golf courses after Tiger Woods won his first Masters. It also explains why there are so many people taking on their own home repair and decorating projects since HGTV became a cable mainstay.
The truth is Tiger Woods and other pro golfers work at their sport the way most of us work at our jobs, and home repairs and decorating are far more time-consuming and complicated than a version compressed into a 30 minute segment.
The same can be said of publicity . . . and that's the relatively easy component!
What if you're on the negative end of publicity? Do you really think you can handle that alone? Remember, a lawyer will protect you legally; who will protect your image and reputation? After the tragedy of September 11, I remember an interview with a very emotional company executive caught up in the moment. Several of the things he promised in an excited moment came back to haunt him several months later. If he had a PR consultant, he never would have been permitted to give an interview, let alone promise anything, at that time.
Even if you think you're just sending out press releases, there's more to writing them and emailing or snail mailing them. It's called pitch and place. There's also a vetting process which, to summarize, prevents amateurs from crying wolf. Not everything you do or accomplish is newsworthy!
If you do-it-yourself, potential customers are likely to think you're penny-pinching because you have cash-flow problems, too impoverished to hire a consultant or an appropriate employee to adequately accommodate your needs and staff your operations. They can also question your business acumen if you think you're proficient enough to do this properly. This alone can make or break your future growth.
If you think you're saving money by doing-it-yourself, you're not. A good PR program with an experienced consultant is far more cost-effective than doing-it-yourself. Remember, perception is reality.
You're vying for attention and credibility in an overcrowded marketplace. People have to know you exist before they can beat a path to your door. Good PR can enhance your operations so your products or services are accepted.
? 2005 F.N. Rosenstock. All rights reserved.
For more than 20 years, F. N. ROSENSTOCK has worked in the field of public relations holding a variety of positions before starting her own consulting firm. Rosenstock has served as a presenter on panels and at workshops, and has produced seminars and given instruction about public relations.
Rolling Meadows Cadillac Escalade rental .. Lockport Chicago limo O’HareA term you'll hear in newsrooms, in editing meetings, in... Read More
The name of the game is doing our part to... Read More
It used to be that all you had to do... Read More
If you don't have a grip on public relations, how... Read More
To get someone's name in the newspaper or a product... Read More
You want to sell your products or services, and that... Read More
Business people often spend time and money trying to find... Read More
I often begin my media training sessions by asking members... Read More
When ABC News anchor Peter Jennings announced he had lung... Read More
You do not have to hire a publicist or advertise... Read More
In competing for a piece of business not too long... Read More
Public relations is all about credibility and trustworthiness. If you... Read More
Your boss just stopped by your office. He tells you... Read More
If you're like most publicity seekers, you probably think oneproject... Read More
Tis' the season for business and corporate gift-giving! If you... Read More
You are a spokesperson for your company, representing it for... Read More
Especially good advice for business, non-profit and association managers whose... Read More
Publicity seekers know that Christmas can provide a bonanza of... Read More
Did you Know That Even TV Remote Control Units... Read More
There'll never be a better time for a manager working... Read More
The payoff for business, non-profit or association managers can be... Read More
Question: Why should your business issue a press release? Answer:... Read More
Public relations writing when writing press releases can be a... Read More
A common complaint you'll hear is that the media is... Read More
Almost assuredly you do, especially when your most important external... Read More
Des Moines rental limo ..Community relations is one of those marketing strategies that isn't... Read More
It really is powerful when a business, non-profit or association... Read More
Sometimes a phone call isn't intimate or long enough to... Read More
Think of a triangle. On the left, imagine the story... Read More
Have you ever gotten one of those letters from your... Read More
The call came into my office and the voice on... Read More
Your important outside audiences behave in ways that stop you... Read More
New business owners often miss out on publicity opportunities because... Read More
Excerpted from "Selling Goodness- The Guerrilla PR Guide To Promoting... Read More
If you are in Australia at the moment, it is... Read More
Here's the point: people act on their own perception of... Read More
In a media interview, always stick to your main points... Read More
It happens to business, non-profit and association managers when their... Read More
Should it be measured in "publicity by the pound," or... Read More
Almost assuredly you do, especially when your most important external... Read More
?lose the confidence of your key target audiences? discourage them... Read More
As the practice of public relations in China continues to... Read More
The media (newspaper, radio, television) can be of enormous help... Read More
Why, public relations that stays true to its fundamental premise,... Read More
"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More
Some folks see the word "strategic" as a needlessly tiresome... Read More
Just like a financial planning client fears not having enough... Read More
The VIP databases are fun to create and can be... Read More
And here it is: public relations alters individual perception leading... Read More
Quality public relations does something positive for business, non-profit and... Read More
Public Relations |