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The Top Six Reasons Why Your PR Efforts May Fail

Guest post by: Angela Kambarian

Article Overview: I assume most business professionals realize that effective publicity can positively effect their image, improve reputation and even increase earnings. The problem is, some individuals have unrealistic expectations, give up too soon or put this important marketing strategy on the backburner.If you want to achieve results or become a “media darling”, you have to be patient and consistent. Those who are will reap the best benefits and placements. I hope a few suggestions below will encourage you to proceed with your PR efforts and attract the attention and success that you deserve.

The Top Six Reasons Why Your PR Efforts May Fail

So, would you like to find out why Public Relations does not always work?

I hope a few valuable suggestions below will provide an adequate explanation.

1. The client does not understand the publicity process.

The first thing some clients might ask is: "Can you get me on Oprah or the Sunday issue of New York Times?" Many of them do not realize that it may take months or even years to accomplish that, and may first include a series of smaller placements. In my opinion, PR professionals should educate their clients about the challenges of the process and remind them that there is no guarantee for coverage. In an effort to get more business, some PR folks overpromise and underdeliver, which is a recipe for disaster.

2. The client and the PR person/firm are not a good match.

A client might hear about a local PR service provider, meet and like that individual and assume that this is a good match. Chemistry is important, but does not always result in a long-lasting and successful professional relationship. Some business professionals choose the cheapest vendor, save some money in the short run and end up with disappointing results in the long-run. Here is another potentially unpleasant scenario: a PR person does not qualify for a project, but does not refer a prospect to another practitioner and takes on the client and the money.

3. The scope of work is not properly detailed and agreed upon by both parties.

Here is a typical example: a client signs an agreement to spend $2,500 per month, expecting a few publicity placements in one month. PR professional intends to put in 20 hours, regardless of the outcome. This situation might result in a serious disconnect between the two parties, followed by a great deal of frustration.

4. PR people don't explain the kind of publicity placements a client will most likely receive.

When it comes to media coverage, most clients usually anticipate a big profile in a major newspaper, trade publication or medical journal. However, most stories are about a "trend" or some recent news using quotes from experts. By the way, profiles are few and far between. Instead of explaining this, some PR folks tell their prospects what they want to hear, in order to get the business. In my opinion, this is one of the biggest mistakes PR folks can make when initiating a relationship.

5. The client has NOT gotten results quickly enough and terminates the relationship too soon.

Not a good idea... Client should plan on conducting a campaign for a minimum of six months. And even THAT is considered aggressive! What they should keep in mind is that the media works on its own timetable. Usually their timetable is much longer than the client's.

6. Clients may not realize that what happens after you get the publicity coverage can be more important than the actual placement.

Recently I have read about one entrepreneur who didn't care much if he got a quote or a profile. He just wanted to be mentioned by a few major media outlets. When he wrote and book and found the right agent and publisher, he handed them a list of all his media placements. That's what clinched the deal. The agent and publisher figured that if a few major outlets were willing to include him as a source, then he must have something important to say.

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Article Tags: marketing strategy, public relations, publicity



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