A Real Life View of PR
A Real Life View of PR
Whereas the overall campaign is an ongoing process, you will find that various stories or
media hooks definitely run their course. Some stories have a self-imposed shelf life. For
example, we have put together campaigns for the premieres of feature films, as well as
campaigns for politicians running for office, although the two may appear to have little in
common (which isn't really true), they both have a preset time line, a specific date at which point the campaigns come to an end. Once the film closes, or the voters go to the polls, the campaigns are over.
Seasonal campaigns are also self-limiting and holiday-oriented campaigns are dictated by the calendar. Other stories just tend to run their course. We worked with a physician who wrote a book on a nutritional supplement, and were able to place quite a few stories. It was a very hot topic for quite a few months, and we were able to place the client in a number of national media outlets. Then the interest began to wane; it was time to change our scope. We still pitched story ideas, but started to add other health-oriented stories to the pitch.
My advice is to view your story ideas and your hooks as temporary, but your overall campaign as an ongoing part of your business. As your business grows and the seasons change, come up with new ideas to pitch to the media, but keep your campaign moving. So, how long does a campaign take, well you should be garnering media coverage within the second or third month, but an effective media relations campaign is not something that you do for a couple of months, put in mothballs for a year. It is an ongoing component of any successful overall marketing campaign.
Copyright © Anthony Mora 2008
A Real Life View of PR - To learn more about this author, visit Anthony Mora's Website.
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How long does a media campaign take? That depends on how you're measuring it. How long does a successful marketing campaign take? I view media relations as an integral part of running a business, a company, or a career. Many mistakenly view PR as an emergency measure, a tool to be utilized during a crisis, or as a temporary supplement to a marketing campaign. In reality public relations is the most effective strategic business tool at your disposal, not a Band-Aid. An effective media placement campaign is an ongoing building process. It ebbs and flows, but in the long run it is continually advancing you and your business forward.
Whereas the overall campaign is an ongoing process, you will find that various stories or
media hooks definitely run their course. Some stories have a self-imposed shelf life. For
example, we have put together campaigns for the premieres of feature films, as well as
campaigns for politicians running for office, although the two may appear to have little in
common (which isn't really true), they both have a preset time line, a specific date at which point the campaigns come to an end. Once the film closes, or the voters go to the polls, the campaigns are over.
Seasonal campaigns are also self-limiting and holiday-oriented campaigns are dictated by the calendar. Other stories just tend to run their course. We worked with a physician who wrote a book on a nutritional supplement, and were able to place quite a few stories. It was a very hot topic for quite a few months, and we were able to place the client in a number of national media outlets. Then the interest began to wane; it was time to change our scope. We still pitched story ideas, but started to add other health-oriented stories to the pitch.
My advice is to view your story ideas and your hooks as temporary, but your overall campaign as an ongoing part of your business. As your business grows and the seasons change, come up with new ideas to pitch to the media, but keep your campaign moving. So, how long does a campaign take, well you should be garnering media coverage within the second or third month, but an effective media relations campaign is not something that you do for a couple of months, put in mothballs for a year. It is an ongoing component of any successful overall marketing campaign.
Copyright © Anthony Mora 2008
A Real Life View of PR - To learn more about this author, visit Anthony Mora's Website.
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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