I read an entertaining article this morning regarding public relations work. A PR professional listed thirteen ominous mentions, which sound cacophonic bells and whistles off within a service provider’s head. Is your business currently receiving public relations services or working with an in-house professional? Are you resounding some of the same sentiments mentioned in the article? Is your campaign a bleak, dramatic picture of what it’s supposed to be, leaving participants in a state of mystery? Let’s explore some things mentioned in the article and better your understanding of what is and isn’t under a PR pros control.
Some things may be beyond your PR professional’s control. While the end goal clearly spells ‘more exposure,’ it is necessary to understand your public relations pro is a part of a larger system and must adhere to regulations and the whims of reporters and editors.
“Can you find what the reporter will ask before the interview?”
“Can I do the interview over email?”
“Why weren’t we in this story?”
The above are some things mentioned in the article by disappointed clients. Often the PR pro must defer to the ultimate decisions of reporters and editors. Sometimes reporters may tell your public relations professional one thing, yet an editor makes another executive decision (bumps a story) and unfortunately, your business’ exposure suffers for it…
It actually happened to one of our brands a few years ago. Our CEO, Ken Wisnefski, was set to do an interview on Hardball with Chris Matthews. We were all very excited for this opportunity for great exposure. But wait! Who decides to drive his way into the headlines like a free-roaming bronco? None other than OJ Simpson! Unfortunately, Ken’s chances to be interviewed were ‘taken’ by a pressing story and executive decisions, which were out of our control.
You’re an Asset
Last Friday, I wrote about a few SEO-related things a business owner should ‘know.’ It’s important to understand, while a service provider is doing a bulk of the work, your input is needed and considered an asset. PR work is sometimes very contingent on sensitivity of time and the participation of business consumers.
“I need this to be done in an hour.”
“We need this to be viral.”
“We’ve decided to go in a different direction.”
“I want this news embargoed.” [when it's not news]
Those are a few things mentioned in the PR professional’s article, related to the ongoing participation of the client. Understand public relations providers must have enough time to successfully pitch stories and position your brand to garner great exposure. In many cases, going viral is contingent on other factors besides a penned press release and major news source distribution. The story’s content, industry ‘influencers,’ and the timing of the release also play a major role in the public’s reception. Ensure you are giving your public relations professionals all the necessary tools, allowing them to recruit exposure for your brand.
Media outreach and the use of Public Relations is an extremely effective way for companies to increase their visibility in the market, boost website traffic, increase sales leads, and ultimately, generate more revenue. Public Relations are much more cost effective than outdated marketing tactics, for example, mass media television advertisement, newspaper advertisement, and so on.
Public Relations play a vital role in marketing your brand, especially in an ever-changing market and competitive landscape. Not only does WebiMax have a reputable relationship with many major media outlets that frequently cover us, we’ll help your company become a valuable resource too. Reporters and editors are constantly looking for reliable sources to discuss current and future topics.
Consider this: David Meerman Scott, a marketing strategist, conducted a study in 2010 that found “Stock prices reveals that on average, publicly traded Fortune 100 companies that engaged in real-time communications and public relations beat the S&P 500 stock index.” He further concludes that “the stock prices of more than half of the companies that engage in real time public relations campaigns (67%) were up during an 8-month period”.
Whether you want us to write press releases for your company, capitalize on writing opportunities and submit articles to major news outlets on your behalf, or build a public relations campaign that can interlink with a search engine optimization (seo) campaign, WebiMax, is the answer.
We have the technical know-how and the professional relationships to increasing the online visibility of your company in the media.