It's only natural to get excited and start sprinting as fast as you can with as much spirit and gusto as you can muster when you start something new, including a new PR program or campaign. This passion and excitement is critical to its success.
But the important elements to any PR program that many tend to forget are focusing on longevity and endurance.
So many times, we jump out of our seats, pulling together our plans, identifying our target reporters and sending out pitches. But if the results aren't immediate or they start slowing down after some initial response, we start getting discouraged and our executives start questioning our processes.
We must always look at PR programs in segments -- both the short-term and the long-term -- and they must work together.
When I ran my first (and only) half-marathon, I mentally broke it into segments, otherwise the entire 13.1 miles seemed practically impossible and I would have failed before even stepping foot on the course. Same thing applies to our PR programs.
We need to look at our immediate and long-term objectives and find ways to weave them together. What do you have to get gone this quarter? How does that change next quarter or the final quarter of the year? Are there messages that can be carried throughout each quarter, but maybe in a different way or from a different angle? Can you convey your messages through different examples or formats?
By approaching our PR programs from both perspectives, we get the immediate returns we need to keep the team excited and motivated, but also allow ourselves the endurance to keep it moving -- consistently -- in the months, quarters and years to come.
Welcome to ROAMings, a compilation of thoughts and musings about the PR and media industries. This is an opportunity to discuss the “here and now” of the industry, interesting events or case studies, pivotal moments that affect how we approach PR, etc. It isn’t about brand loyalties or preferences -- and we will not be publishing self-promotional materials or talk about our clients in this setting -- but how those brands, individuals and events are leveraging (or in some cases abandoning) PR.