PR can and does work for any company willing to make a consistent effort and is only one piece of your communications strategy. Levelsix Marketing & PR works mostly with small businesses and what we find is that because our PR/media efforts do not work over night, our clients get mad. Understandable right? NO. At this point, we are used to pi**ing people off and taking the blame but that does not mean that we have not given our clients all the facts. People hear what they want to hear and we live in a world where we want immediate gratification. Just because you want immediate results doesn't mean you are going to get them. It's like anything in life, you have to have a vision and goal, embody behavior reflecting those goals and THEN over time, you will see results. Just because I want to loose 30 pounds and think about it, doesn't mean it is going to happen- unless I get plastic surgery but that is another topic entirely. I have to do the work which is the behavior resulting in weight loss.
Here are some realistic expectations you, as a small or large company, should have when it comes establishing credibility and creating more visibility in the market place:
1. Don't expect a miracle overnight- if no one or a small audience knows about you, unless what you are doing is as extraordinary as landing on the moon for the first time, you may not get coverage for many months (6 or more) and sometimes it could take a year to gain traction. Even if you are not brand new, you need to engage your audience and have face time to build a following.
2. Don't send out press releases that sound like sales pitches. They will not get picked up. You or your PR specialist's goal is to make the reporter's job easier. Largely what we think is so interesting and great about ourselves certainly might be but is not necessarily newsworthy. Find out industry trends and pitch the story from an expert's point of view that is relevant to the general public and not just about your products and services. Find out what the media is working on and become a trusted advisor. As painful as it is, everything is not all about you.
3. PR is way more than just getting media coverage. Ask yourself what else you are doing to create a presence among your target market. Are you involved with committees and boards? Are you spending sponsorship dollars to support the community? Has your Web presence been evaluated and revamp? Have you invested in Search Engine Optimization or looked into Web marketing? How is your customer service? What events have you hosted, supported or attended? How you being different than everyone else?
4. Finally, are you really committed to the long haul with your PR efforts? Even if you are lucky enough to get picked up over night, which some most certainly are, you need to keep on trucking. Most of the time a one off article, blog, blurb, mention, credit is not all it takes. As long as your business is alive and kicking, you should be thinking about how to impress your brand upon your public. With consistent effort, you will surely make your mark.
Please let us know what you think? Are we crazy or do you have some questions for us? Email: Andrea@Levelsixpr.com
