Better Media Coverage Requires an Ongoing PR Effort

Posted on March 18th, 2008 @ 16:30 pm by David Politis.
Categories: Advertising, Direct Mail, Interactive, Media Relations, Public Relations.
better-media-coverage-requires-an-ongoing-pr-effort

In a relatively short item posted a few days ago on the Wall Street Journal’s Independent Street blog, Kelly Spors outlines five insights from a small business entrepreneur on “How to Get Killer PR” (see http://blogs.wsj.com/independentstreet/2008/03/13/how-to-get-killer-pr/.)

Specifically, Spors relates how she had “encountered” Sarah Endline several times during a period of a few months, which led Spors to wonder if such encounters were merely the result of a shrinking world or perhaps the workings of “killer PR?”

Although curiosity may have killed the cat, it led Spors to track down Endline, the founder and CEO of Sweetriot (a five-person, NYC-based company) for the story behind Endline’s PR success.

Of the five PR tips that Spors gleans from Endline, I particularly appreciated Tip No. 5:

Devote time. If you think PR will help your company, make time for it. It can’t be just something you try to squeeze into your free time between sales meetings. It takes time, persistence and strategy. 

To me, this is a great insight for any executive, business owner, entrepreneur or marketing type to take to heart.

    

Politis Pointer: 

I have found that it is VERY RARE INDEED when an organization or individual can come up with that one killer PR, marketing, advertising, promotional, direct response or interactive execution that launches a service, product, person, company or idea into eternal orbit.

Successful marketing communications campaigns are (in my opinion) successful because

  • They are campaigns, and
  • The people pulling the marcom levers recognize that consistent marketing communications success requires consistent effort.

= = = = = = = = = =

One more thing. Having a topnotch PR agency on Sweetriot’s side doesn’t hurt either, as it’s apparently currently using (or has worked with) NYC-based fashion/celebrity PR  shop Think Public Relations. 

1 comment.

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Comment on March 19th, 2008.

Too true. Few things are more frustrating than the expectation in PR of immediate results.
In saying that, there are two things I’ve noticed that help garner solid media coverage: Persistence and momentum. The best hits don’t happen overnight… typically. They take time, strategy and development.

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