In the PR business, it seems like getting national media coverage is the brass ring. Having your company’s product featured on the evening network news could result in a promotion and a raise large enough to send your first-born child through college. But how do you know if your agency is doing enough to get you there?
There are no guarantees. There’s no instruction book that says, “If you write this type of press release using these specific words, the grace of the media gods will shine down on you.” Instead, it’s about building trusting relationships. It’s about PR people who love their jobs enough to provide stories of substance, not hype, so that we’re invited back.
And while we’re working on those national placements, we’re building brand awareness and PR credibility on a local and regional scale. The more that’s happening on these other levels, the greater the odds that the national folks will pay attention to you.
Every one of us at Media Relations has had our unique strengths and talents evaluated. In the years since we started doing this, we’ve shown that when we work using our most powerful strengths, we can achieve powerful results. It’s one reason we are so confident about our performance-based Pay Per Interview pricing model. Clients pay only for results. They don’t pay for us to simply try.
My top strength is Maximizer. In their book Now, Discover Your Strengths, Buckingham and Clifton describe maximizers by saying in part, “Excellence, not average, is your measure … And having found a strength, you feel compelled to nurture it, refine it and stretch it toward excellence …You want to capitalize on the gifts with which you are blessed.”
What I love to nurture is my ability to form relationships with people in the media. Not long ago, I was working with a national news reporter on a terrific idea for a segment featuring one of our clients. As happens frequently in the media, breaking news happened and our segment was shelved indefinitely.
Here’s the good news in all of this: The reporter enjoyed working with me so much as we developed the segment idea, that she asked me to keep communicating with her. She’s said point blank that she wants to find a way to do a segment together.
The dynamics have shifted. I now have the happy job of matching a client and story angle with this national reporter’s needs.
If your current marketing campaign is stalled, it’s time to get a fresh perspective.
Give us a try. We get assigned to projects based on our strengths, because that’s how we as an agency will deliver on your PR goals. So whether it’s me, or another member of our publicist team, I’m confident you’ll have the talent assigned to your account that will be precisely suited to your needs.
Request your free publicity estimate. Learn how much publicity we can arrange for you. I guarantee it will be worth your time.
