Public relations is like owning stock - it's a long term matter. That is why it is necessary to carefully manage client expectations. The publication of a story rarely brings immediate results.
Every company wants to get into prestigious shows and magazines, but that is exactly the issue what PR agencies need to educate their clients about. They need to have realistic expectations with regard to the developments in the field of public relations. The following facts are good examples:
- It is much more difficult to get into the traditional media no matter how innovative aspect of the news. The media space is narrowing and the same goes for the attention span of the audience.
- Hits in traditional print media are becoming rare. It is necessary to focus on online channels, regions, or bloggers, who are a good starting point for social media.
- Television may be a good idea, however, the choice of time is crucial. During the European Football Championship another TV channel will not get men's attention.
- Nothing substitutes a good story or a good news. Whilst it is difficult to get attention if you have a solid foundation, the chances increase significantly.
- The substance is more important than the style. Information must be supported by facts.
- Consider a non-traditional pitch. Videonews or infographics work well.
The worst misconception of clients is that PR is actually media coverage. This is only one part of the PR strategy, which includes reputation management, communication strategy and branding.
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