I was reading an article by Robert Kelly and he pointed out that PR sometimes doesn’t show as much in return as does the brochures a company produces.
Part of the problem that Mr. Kelly points out is that PR is a team effort. I agree with this. Too often companies ask a PR or Advertising company to put together a campaign. What typically happens, the company doesn’t implement the campaign elements into their own organization.
How can you then expect a campaign, or program to become successful if the company doesn’t have its employees support the campaign elements.
Pubicity needs to start within a company. A team effort is just that. Everyone working towards that same goal. Both the company and the PR or Advertising Agency that was hired must all act upon the same goals set forth.
This may seem very elementary, but it is a problem that does exist. Companies and PR firms are too often pointing fingers at each other when the campaign isn’t working. What should happen is a careful monitoring of the campaign with constant communications between both parties.
This will create a successful partnership and campaign when everyone works together.