This ‘quick fix’ or ‘as needed’ approach to PR is short-sighted and may not produce the best results for your business or project.
Here are four reasons why a long-term approach to PR can help you achieve the continuing and meaningful results you need in order to take your business to the next level.
Build up your profile
Although reading a positive article about an organisation you had never heard of may make you think of it favourably, this impression will likely last a few days. We absorb such an incredible amount of information, it is impossible to remember everything we read for the first time. It is only when we start seeing and hearing about an organisation over and over again, through various platforms, that we begin forming a long lasting opinion. Repetition is key.
In order to build your profile as the expert in your industry or the best product in the market, you need the sort of repetition that can only be found in a sustained approach to public relations.
Develop relationships with journalists
Just as much as customers need repetition to create a positive impression that will stand the test of time, so do journalists. They need to get to know you, understand the value you can bring to them and their readers and show them proof.
It’s when these relationships are formed that journalists are much more likely to come to you for relevant comments or contributions that will add depth to their stories.
Gain media coverage
Many publications have long deadlines of up to three months. Other publications have so much content already that their next available space is not for another few weeks or months.
When planning your PR strategies, you often need to integrate the media preparation phase at least three months ahead of time. For example, if you are a business tax expert and would like to get media coverage about tax tips published in long-lead business magazines around the end of financial year, you should have started your media efforts back in March.
Promote projects successfully
Building your profile and gaining media coverage takes time, even short-term projects require long-term PR planning. Another benefit of starting PR well before a project is launched is the fact that your key messages will already have been identified and communicated to your internal and external audiences. This will help to built brand equity based on accurate, meaningful and effective messaging. As such, your ongoing approach to PR will give you the right foundation to successfully promote your projects.
So if you’ve been tempted to use PR to create short bursts of activity for your business, it’s time to re-think your strategy. Intelligent, strategic PR planning will deliver meaningful and long-term results with real bottom line impact.
Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips visit our website www.cpcommunications.com.au.