Before the emergence of Instagram and TikTok, there was a very different understanding of public relations:
- We were held to visibility results (number of articles, major publications, etc.).
- Increase in visibility/awareness
Sales related to our PR efforts were not the primary measure, as our clients understood that we contribute to sales rather than directly generate them.
It’s advertising that generates direct sales.
However, with the advent of social media, the perception of the role of public relations has shifted.
I remember being part of a beauty CEOs group where everyone complained about their PR agency:
- We don’t know what they’re doing.
- We can’t measure our ROI (return on investment), etc.
I remember asking these CEOs: “But surely your agency has given you a plan, an execution schedule for PR campaigns?”
Answer: “Yes, but we don’t know what they do every day.”
That’s when I realized that since social media posting speed is immediate, public relations needed to find a way to be in “immediate” and more frequent contact with its clients.
It’s been about 5 years since we implemented weekly updates to inform our clients of what we’ve done during the week.
Before creating this new tool, we had our clients’ trust, and most importantly, we allowed time for public relations to generate results.
As you know, we are in the age of instantaneity.
When I officially announced to our clients that they would receive a weekly report every Friday, the reactions were immediate and positive.
Now, our clients know what we do every day.
Even though it still takes time to get a major publication.
Understanding what we do has improved, especially among our young marketing directors early in their careers.
So, are public relations an investment or an expense?
Obviously, it’s an investment to make yourself known!
You invest in your visibility and your reputation.
You might say that all of this is quite intangible, not concrete.
Well, put yourself in the shoes of your client who is in front of the tea section at the supermarket.
If they’ve never heard of you, which tea will they choose?
So, invest in your reputation!
We are currently preparing a workshop on How to Master the Art of Grabbing Attention, where I will be live with you on April 3, 2024.
I will reveal the agency’s best tactics for capturing Attention.
A meeting not to be missed!
MASTERING THE ART OF GRABBING ATTENTION
https://www.natapr.com/grabbing
I am here to help you
Nata
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