The quality of your work is the best sales tool at your disposal. This has been my mantra since I started my public relations career nearly 40 years ago. Deliver more than what the client is looking for and the client will come back for more. The client will also spread the word, thus becoming an invaluable secondary sales resource.
Things don’t always go the way we plan and sometimes our hopes and expectations crash head-on into corporate realities.
Boutique and small public relations agencies are flourishing. Clients love the kind of personal service they receive when agency owners and senior management are engaged in their accounts.
We live in a digital world and there is little doubt it has supercharged the public relations agency business. But if digital were the best and only way to communicate, corporations, not-for-profits, and others would have long ago abandoned television advertising.
One of the highest compliments I ever received was when the vice president of a major public relations firm said KEF Media is “the agency’s agency.”
The TV landscape has changed, as most PR pros know. “Appointment viewing” is dying. Local television news has morphed into community calendars with newscasters directing viewers to their web sites for more. Local TV news advertisers are car dealers, PI lawyers, and trade schools. Take a look at who advertises on network newscasts: cancer medications, ED treatments, and diabetes medicines. That’s the audience.
Last year KEF Media re-launched The Daily Buzz on Pop, formally the TV Guide Channel. The original Buzz welcomed publicity integrations and was favored by PR pros across the country. The show had a successful 13-year run nationally, but had been off the air for two years. In those two years, several national ‘integration’ shows came on the scene, but none combined true editorial content/entertainment news with seamless client integration opportunities that our PR clients craved. We knew there was an appetite for a Buzz 2.0 and set out to make it a reality.
With careful thought and creativity, keeping your social media content fresh and exciting will keep people interested in your business.
It’s inevitable. While watching that television show you need to catch up on, a commercial pops up of a celebrity promoting a product that is geared toward you.
8 Ways to Mitigate Negative Media Coverage
Like it or not, the news media is going to do what the news media does. When the reports are negative, the senior management of an organization placed under the media’s microscope can get angry, even vindictive.