PR it is all about making sure that you constantly are kept in mind of your customers, your clients, etc. so that they feel like they know you – before they buy. What’s the value of that? People who are more comfortable with you are more likely to buy from you, the sales cycles are shorter, your marketing dollars go farther, etc. etc. Of course you have to have the right message and base that message on thorough market research, but that’s another topic.
So, how do you create credibility in PR? Through repetition. Once you figure out the message that you need to get across to your prospective market you need to say it over and over and over and over and over…you get the point. Say it in a myriad of ways, but always say it. It’s not being a broken record. It is a thorough pervasiveness of your message over time into the minds of your consumer target market. That is gold.
This is the MOST powerful part of PR, yet it is the MOST overlooked. Probably because it is so simple. How could something so simple be so powerful? Even my team gets caught up sometimes in trying to be “new.” After all – it is not “new” to them. It takes experience and sheer discipline to stay out of that trap.
Short-term memory PR is like a drug. People jones for PR – they gotta have it, gotta have it, gotta have it. Then when the PR comes in the form of a well-thought out publicity piece, and brings in the leads because it’s followed by marketing’s message, guys sometimes get so pap-happy that they forget the repetition factor. “We already said it once!” They get so caught up in the high, they fail to keep it going….until the other side of the coin happens – what we lovingly term as the “downside.”
The downside of not repeating your message over and over is that your return on investment for your marketing dollars begins to falter. Leads dry up. That’s a waste of vital funds you need for your business – and gawd knows business owners need to leverage every dollar they have in this new economy. A consistent, steady stream of publicity messages. that work with the marketing campaign, is the MoJo that keeps the flow of leads coming in. Either one by itself can seriously hinder your results.
Press releases written correctly and sent to targeted journalists, bloggers and newswires is like a turbo engine to your marketing campaign. But they have to be done correctly, using SEO (search engine optimization) and they have to be done on a certain rhythm with a certain randomity. That’s what we do best. Check out what makes a good press release
Want more cred? Don’t be prey to short-term memory PR.
Here’s to PR MoJo happening for you,