Does you PR advisor tell you this – come what may, we will make sure that we get your company covered in the media – in a nutshell, call it a “column cm guarantee”?
Nothing can be far from a blatant lie, and honestly, PR never works that way in any part of the globe.
As a matter fact, if you have a long term PR/communication strategy for your company in mind, you must quietly stay away from such ‘column space coverage’ guarantors!
Look at the media (and the journalist fraternity) as end consumers of your content. They have their their own creativity constraints – and its in a sense a battle between classy content, the most crucial advertisers (who walk away with a chunk of the col cms), and the editor who wields the wand as to what the reader must see and know!
The same analogy can be drawn to all kinds of media – print, television, online and so on. Add to this, the clutter of competition in your own industry – which is only increasing by the day!
In all this, if someone walks up to you and gives you as assurance of guaranteed coverage, it can be only if you are gullible enough to think that any of us in the PR business wield that influence.
The fact is, none of us, yes, NONE of us have that, and to some extent, it would be an insult to the independent thinking of the media if we imagine such a thing!
While we could be your company’s image advisors, we are just facilitators to friends in the media – sometimes involuntarily pushing information we perceive as useful, and at times offering a helping hand when sought. We are only catering to the content needs of the journalist fraternity, and this is in their own terms.
In all this, we also see how well we could position our client PR needs, and offer some expertise in creating media oriented content, which will be relevant and consumed!
Look at PR advisors as partners in your long term communication strategy execution plan. Not as someone who could just wave a magic wand and get you instant headlines in the next mornings newspapers! And by the way, such a magic wand never exists with any PR advisor!