Got any confessions of your own? Send them along to me at: alan@weinkrantz dot com.
Confession #4 for Thursday, April 5: "You have to give the PR process at least six months to take hold."
1. I know of some PR agencies that offer their clients "Quick Start" programs which are mostly aimed at placating the client in the beginning of the relationship with the intent of getting immediate tactical coverage.
The realities of gaining strategic media coverage is that it takes time to develop and articulate your message, define your strategy, develop quality documents for your press kit, and begin the process of outreach.
2. We tend to focus on editorial profiles, editorial calendars, application stories, and contributed stories. This is coverage of substance; and not of hype.
Sure, it’s nice to see your name in print, but it’s much nicer and far more useful to have a contributed story written by one of your engineers. This type of coverage of substance is something that helps build your credibility and establishes your reputation as a thought leader in your space.
This type of coverage takes three to six months from concept, to pitching, to writing, to editing and to have it surface in the media.
I tell the client to be:
If you are looking for immediate coverage, you probably won’t get it from us.
If you are looking for sustainable, impactful coverage, you’ve come to the right place….