I covered this topic in the previous episode, when I talked about demarketing. You don’t need to listen to the previous episode first, because I’ll give you a little background: in Episode 119 I gave the example of our client who had created an excellent video and wanted influencers and the media to share it on their platforms organically (without being paid).
The more I think about what I call the PR compound effect,the more I find that the concept, which I invented, makes sense and totally applies to our human behaviours. For us at NATA, the PR compound effectis created through our constant communications, through the connections we’ve established and nurtured over time. These connections take on their full value whenever we need a message that’s off the beaten path, as in the case of this video from our client who sells jeans.
That’s the work we do every day here at NATA PR – offering influencers products that get them to know our clients. This example perfectly captures how important the “time” factor is in public relations.
You already have connections with influencers and the media. They’ll be receptive to your next press releases and more inclined to talk about you.
Now, the PR compound effectalso applies with the media, and we often build our public relations plans and many of our service offers with this very simple tactic: messaging on a single theme or a single company at several key moments in time.
To illustrate this PR compound effect tactic even more easily, I’ll tell you what we set up for a client who, let’s say, didn’t have the most attractive products like beauty, fashion and design can be. I like to work on these accounts from time to time, because they get us to move away from our usual contacts and re-examine what we’re doing day to day.
In this case it was an association that included makers of PVC doors and windows. These manufacturers’ stories were fascinating, because PVC had been proving itself since the ‘60s in terms of durability, flexibility and environmental protection. So I laid out the themes we’d build our campaign on, and the key moments when we were going to send out each of our three press releases.
- First press release: Are PVC windows a good choice for the environment?
- Second press release: PVC – A designer material
- Third press release: PVC windows – Architect X’s #1 choice
As I often say, no one’s waiting for your press release, and sometimes there’s no way to know if the topic will interest the media. Sometimes they’ll respond to our second or third press release. They could be interested in PVC windows, but it’s not the right time for them to write an article about it. Maybe you’ll hear from them after your third press release.
That’s why time is the most important element in our profession. And the snowball effect lasts a long time, for brands that communicate regularly.
If you’d like to know more about the compound effect and how to develop a PR campaign that will hit the mark, don’t hesitate to get in touch with me.
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