Like an ad campaign, publicity needs consistency
So you ran a pr release last week, or was it last month? And maybe you had an article scheduled to be in a publication, but the editor, or reporter had to cancel, delaying the article for another month or two.
If this is how your publicity campaign sounds, then you need to rethink what you’re doing. It is up to your pr agency, or pr staff to continually develop press releases, pitch stories, or arrange for interviews. It is this on-going effort that makes any campaign: publicity or advertising, become effective and gain exposure. The positive results will follow when you have this concentrated effort in place.
Another pr company, PowerPR, has in his blog today a similar viewpoint about handling your publicity campaign. The title of his blog "Have you published a release lately" parallels my philosophy on publicity.
Whether you are a pr client looking for increased exposure, or work as a pr consultant, consistency and repetition is critical. Another good idea is to have a regular eNewsletter that is published and sent to the media. Don’t go wild sending them an eNewsletter every week, or even monthly. It should be sent just prior to submitting a release or pitching a story. The eNewsletter should also be of good information. It wouldn’t hurt to have a short preview about the product or service that will be presented to the media.
Keeping a flow of activity in your public relations program is how to help get recognition. This will also help build brand identity and awareness.
- Have a PR plan that is aggressive
Publicity needs to be on-going