October 24, 2012
→We can’t take any credit for this Huffington Post story by PR pro Jennifer Nagy, and we also couldn’t say it any better.
“PR is not sales,” is a great message for those who aren’t as familiar with the purpose and execution of public relations campaigns. The reality for many smaller PR firms trying to make a name for themselves in today’s social media/content marketing-driven environment and tough economic climate, is a lot different, however. Expectations are much higher than back in the days of “traditional PR,” with “likes” and “follows” being the ultimate measure when really what counts is the forming of quality relationships (read: influencers or brand ambassadors) and reputation-building. Everyone has something to sell. But, they don’t have the same relational capital. Not sure what that means? It’s simple. You’re not selling a product as much as you are selling your relationship value to your customer. Conveying a company’s unique offering to its target audience is one of the key missions of public relations. But, like Nagy points out, success (for your business or a public relations campaign) doesn’t happen overnight. Unfortunately, most smaller companies opt for a three-month “test the waters” engagement, which works great for an upcoming event, but not for a long-term media goals. Again, we couldn’t say it better:
“…This is why PR is most effective over a long period of time. My recommendation is to consider PR a basic necessity for marketing your business and outreach should continue on a regular basis, as long as your company is in existence. In other words, PR shouldn’t stop until you do.”
We’re interested to know your thoughts about this article and about the PR process in general, so please feel free to leave a comment. And of course, you’re always welcome to send us an email.