PR Lies – Myth Number Six

November 23, 2008

This week’s little gem – PR Will Make Your Phones Ring Off The Hook.

There is a misconception, particularly in the SME sector, that PR will make inquiries flood into your business: that is usually not the case.

Placing these kind of expectations on PR will lead to disappointment. PR is all about visibility, credibility and reputation/brand-building, which helps inquiries and sales to happen.

So, if you get a PR Provider making empty promises around PR delivering hundreds of calls from coverage – walk away! It’s an astonishingly-clear example of Blah Blah Blah.

Great PR focuses on making you seen, heard and talked about: the rest is up to your Marketing.

If it sounds too good to be true…you know the rest.

A PR Provider that gets consistent and significant coverage for a client is usually actually delivering well, working hard and talking to the Press, following up, tweaking and re-submitting PR material to keep the Editors’ interested and asking for more.

So, before you ring PR Providers, do us all a favour: review your marketing mix and make sure it is in place and able to deal with good PR delivery. Sales will come from PR if you ensure the right overall mix of buying messages are in place and out there. PR will help the process.

Saying that, we had a PLC client in the health supplements sector who sold out of a product within 48 hours last year after gaining a page-profile in a daily newspaper: the journalist’s mother is still using the product, and the newsroom was inundated with calls at the time.

If only every Press Release could achieve that result – you can never guess what readerships will do.


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