“We’ve already sent out press releases and never received any requests.
I’ve often heard this phrase from skeptical new clients unfamiliar with public relations.
These are often companies that have invested little in marketing and advertising.
Yet, they see their competitors getting media attention and being active on social media platforms.
They want to do the same but are only sometimes willing to invest the time and money necessary for a public relations agency to develop a proper campaign.
These companies have several things in common:
- They were founded long before the Internet era.
- They experienced success at a time when competition was low.
- They have a limited marketing department.
They contact us because:
- Younger companies, often born on the web, are starting to take significant market share from them.
- They believe just one press release is enough to get major interviews.
These companies believe that in a few months, or even just a few weeks, they will be more visible than their younger competitors, who have built themselves up on the web, social media, and public relations.
How often have I seen these companies thank their marketing director and terminate contracts with agencies they work with, convinced that the formula was wrong and that everything cost too much?
On the other hand, their competitors understood that they needed to invest in their image, promotion, public relations, and partnerships with different brands or spokespeople.
It takes time for the magic to happen.
And already, some of these companies have either disappeared or are on the verge of disappearing.
Your tolerance is likely insufficient if you see advertising, public relations, and social media as expenses rather than investments.
You won’t be able to do what your competitors do:
- Keep getting featured and talked about
- Be present with their consumers
- Tell their story and share their successes
If your customers only see you in the supermarket where your highly visible young competitor is on the same shelf, which product will they choose?
So yes, public relations is much more than sending a press release and waiting for someone to contact you.
We sometimes send out more than a dozen weekly press releases and know how to grab attention.
I invite you to subscribe to our lists to avoid missing anything.
I’m here to help.
Nata
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