The key to generating PR is repetition. The media is very skeptical of what they read and so it takes time to generate buy-in. Buy-in is created by being consistent and submitting solid content to the same media players over and over again. Think of it like this:
1. 1st release reaction: never heard of them.
2. 2nd release: who are these guys?
3. 3rd release: I think I’ve heard of them before.
4. 4th release: So what do they do?
5. 5th release: Looks like a solid company.
6. 6th release: I should keep them in mind.
Then the boss comes down the hall and says we need “such and such” a story, and the reporter says, “I have a great company I’ve been following for that.” Then BAM you get the call and suddenly your story is being told.
An ideal campaign is one release every two weeks. Results traditionally begin as online and printed stories. Then after a few of those have been acquired, you graduate to radio coverage and then eventually to TV. TV media wants to know you are ready to handle their stressful environment and so they look at your overall media experience. Radio wants to know you have your story down and so they look to your print experience. Print is the easiest to get because the story is controllable and so we begin there and start building your media portfolio.
What is essential to recognize is that every success is something you can use on your company’s resume forever, so the investment is worthwhile if you have the funding to move forward with a regular campaign.
If your company or you as an individual are eager to begin a PR campaign, we’re available to set up a time to speak to you on the phone and go over the specifics of how we work. You can call us at 815.346.2398, or contact firstname.lastname@example.org.