Defining Public Relations Success
Defining Public Relations Success
magazine article is going to be "it". It's going to change their lives. That one story will turn their business around. All of their problems will be over. Millions will pour in, they'll be able to move to the Bahamas and retire. Well, seldom does it happen that way. So, unless you like setting yourself up for disappointment, you best come back to earth with the rest of us. You are launching a professional public campaign, not playing
the lottery.
I have had clients who have called, despondent that their appearance on a national talk show or article in a national magazine did not result in thousands of calls. One particular client was especially disappointed when a national TV spot we landed for her only resulted in a couple of hundred calls in two days. Even though that TV appearance paid for my service many times over, helped build her business, and led to other PR opportunities, it did not fulfill her grand slam expectations. It was not the super-jackpot, over-night, life-altering event she had hoped for. She was well on the road to PR success, but was too lost in her grand slam mentality to realize it, or enjoy it.
Then again, there is another side of the coin, grand slams do happen. Be prepared. There are times when, what you think will be a small piece will turn into a major article or TV segment. So, and this is the tricky part, even though you don't spend your time dreaming of hitting a grand slam, you had better prepare for when you hit one. Awhile back we placed a seven minute segment on national TV for a small, start up. Trouble was they had not explained how small they were. The TV segment struck a chord. It hit, and
hit big. Calls poured in from all over the country. The demand was overwhelming, so much so that their phone lines blew. As far as we can figure, they received close to half a million calls in a little over a week. Here was an incredible media success story that was not fully utilized. They were not prepared to capitalize on what could have been a grand slam. Still, although they were unable to take full advantage, it did launch their
business. So, don't start a media campaign expecting a grand slam, real PR success is defined by a steady, slow-but-constant built, yet, be prepared - because grand slams do happen.
Copyright © Anthony Mora 2008
Defining Public Relations Success - To learn more about this author, visit Anthony Mora's Website.
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One of the primary reasons people become disenchanted with PR is because of what I call the grand slam mentality. Too many people believe that their first TV interview or
magazine article is going to be "it". It's going to change their lives. That one story will turn their business around. All of their problems will be over. Millions will pour in, they'll be able to move to the Bahamas and retire. Well, seldom does it happen that way. So, unless you like setting yourself up for disappointment, you best come back to earth with the rest of us. You are launching a professional public campaign, not playing
the lottery.
I have had clients who have called, despondent that their appearance on a national talk show or article in a national magazine did not result in thousands of calls. One particular client was especially disappointed when a national TV spot we landed for her only resulted in a couple of hundred calls in two days. Even though that TV appearance paid for my service many times over, helped build her business, and led to other PR opportunities, it did not fulfill her grand slam expectations. It was not the super-jackpot, over-night, life-altering event she had hoped for. She was well on the road to PR success, but was too lost in her grand slam mentality to realize it, or enjoy it.
Then again, there is another side of the coin, grand slams do happen. Be prepared. There are times when, what you think will be a small piece will turn into a major article or TV segment. So, and this is the tricky part, even though you don't spend your time dreaming of hitting a grand slam, you had better prepare for when you hit one. Awhile back we placed a seven minute segment on national TV for a small, start up. Trouble was they had not explained how small they were. The TV segment struck a chord. It hit, and
hit big. Calls poured in from all over the country. The demand was overwhelming, so much so that their phone lines blew. As far as we can figure, they received close to half a million calls in a little over a week. Here was an incredible media success story that was not fully utilized. They were not prepared to capitalize on what could have been a grand slam. Still, although they were unable to take full advantage, it did launch their
business. So, don't start a media campaign expecting a grand slam, real PR success is defined by a steady, slow-but-constant built, yet, be prepared - because grand slams do happen.
Copyright © Anthony Mora 2008
Defining Public Relations Success - To learn more about this author, visit Anthony Mora's Website.
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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