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A Major Media Hit And Not Even One Phone Call

Written by: Anthony Mora

Article Overview: To be effective in this field you have to look at the big picture. Your short-term goals may not be met by a particular article or TV spot, but it affords you new, powerful ammunition to reach your long-term goals.

A Major Media Hit And Not Even One Phone Call

A magazine ran a story on you. You were confident that this article was going to be a big one, and you were prepared. You went so far as to add additional phone lines to handle the hundreds, maybe even thousands, of calls that you knew would be jamming your lines. So, the story came out and - nothing. Not a single call. As far as you know, not a living soul saw it. You are crushed. "That's it!" you yell, pounding your fist on the desk. "No more PR!" You've been spinning your wheels, wasting time and money, and for what? For nothing! You've had it. No more media. It doesn't work and you are a prime example that it doesn't work. You are the consummate illustration of a media failure story. Right?

Well, let’s take a look at it. Understandably, trying to explain that the preceding scenario is not the story of a media failure to clients who have had similar experiences is perhaps the hardest part of my job. If I were handling your campaign, I too would be disappointed that the article did not have your phones ringing off the hook, but in the overall scheme of things, I'd think that article was a great tool for us to use for garnering other magazine and TV coverage. To be effective in this field you have to look at the big picture. Your short-term goals were not met by the particular article in question, but it affords you new, powerful ammunition to reach your long-term goals. It helps establish you as an expert in your field and separates you from your competition. It gives you yet another media tear sheet that you can use, another article that you can pull quotes from for your press releases and bios.

If that one article did not give you the response you were looking for, what good can it do you? Plenty. It can help garner you more and bigger a media interviews. Plus, you don't know who saw it. You never know. In five days, three weeks, or six months, you may start receiving calls. Sometimes people don't need your product or service at the time they see your story, but they write down your number to contact you at a later date. I've seen this happen over and over again.

Copyright © Anthony Mora 2008

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Article Tags: ammunition, big picture, bios, desk, failure story, fist, hook, illustration, media failure, media interviews, press releases, prime example, scheme of things, six months, tear sheet, term goals, time and money, tv coverage, wasting time, wheels



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