Rabu, 06 Februari 2008

PR: The Big Picture

by Anthony Mora

Don't start a PR campaign if you're not willing to make a commitment. An effective campaign takes planning, time, and work. You need to mine your stories and use the media you garner to land more media. A truly effective PR campaign cannot be launched or realistically measured in two four or even six months.

Once you do decide to move forward, begin with some clear specific objectives. Stating that you want media to bring in more clients, customers, or patients isn't good enough. Study your business plan. How can media placement help you meet your objectives? Do you want to increase your business by a third in one year? Do you want to open another store or branch? Do you want to take a product national? What are your long term goals? Without such goals, you have no way to measure the success of the campaign.

Keep your eye on the future. Remember, media placement is a long-term, cumulative process. If you are only looking five weeks or even six months down the line, broaden your scope. Write down your short-term and long-term objectives. Where does media placement fit in? How can an effective media relations campaign help you achieve your objectives? Seek advice from others. But don't let someone else answer these questions for you. These are question only you can answer.

Finally, don't come up with a plan that has you appearing on Oprah, The Tonight Show, or in Time Magazine and The Wall Street Journal within the first two months of your campaign. That's not a plan, that's fantasy.

One particular client we've worked with for several years has been featured in Time Newsweek, the New York Times, the Los Angeles Times, NPR and countless other media outlets, but these interviews did not come about overnight. They were part of a long term commitment to achieving her PR objectives. I can't emphasize enough the importance of committing yourself to a campaign. If the client I referred to had stopped her campaign in two or three month's time, she would never have been in Time or the Wall Street Journal and would never had known that her campaign was on the road to success. That indeed would have been a waste of time and money.

Launching an effective PR campaign for your company is not a luxury, but a necessary powerful, key marketing tool. Think of it as being an integral part of your company's long term marketing strategy.

Copyright © Anthony Mora 2008

For further information visit: www.AnthonyMora.com


About the Author

Anthony Mora began his media career as a freelance journalist for such publications as Us, Rolling Stone and other local and national publications. He served as editor-in-chief of two Los Angeles-based entertainment and lifestyle-oriented publications, and co-founded Phillips & Mora Entertainment, a public relations and personal management company, which ventured into video and film production.

In 1990, Anthony formed Anthony Mora Communications

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