Unleashing Your Public Relations Potential

Part 4
What to Expect From Your Public Relations Campaign

The last in a four part series on using creative marketing and public relations to enhance your organization's industry standing, drive sales and increase shareholder value, by Raker Goldstein & Co., Inc.

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Marketing professionals are often questioned about how best to measure the results of a campaign in terms of exposure, relationships, image, industry standing and impact on revenues. Unlike an advertisement which may spark sudden interest in a particular product, other marketing modalities, particularly public relations, involve a slow build-up of forces, which can culminate in new, valuable relationships, an enhanced image, greater consumer awareness of an issue, personality or organization and ultimately, increased revenues. The impact of a public relations campaign can be experienced anywhere from almost immediately to years later.

Freshness in a product that is ripe for market launch and meets a truly distinctive niche may be met with immediate retailer and consumer enthusiasm, while a product floundering in a category laden with look-alikes may require a more involved, time-consuming campaign to achieve results. The same holds true for issues and service-driven organizations and companies and their campaigns. A seasoned practitioner can help you determine appropriate expectations given the commodity at hand, the market, the industry overall and the forces dominating the news industry before you begin working together.

There are several factors to consider in anticipating the results of a marketing/public relations campaign:

1. Campaign Duration Directly Relates to Campaign Impact. Similar to a marathon, as opposed to a sprint, public relations campaigns develop momentum and impact with time. Brief projects - as a demonstration of how well you and a practitioner/agency are suited to each other - do not offer the reach and depth found in long-term campaigns. Most companies find that in order to reap the full benefits of their practitioner's efforts, they need to invest a minimum of twelve months in their campaign. It takes flexibility, determination and perseverance, along with the ability to properly time strategic activities, to build lasting impressions with your key audiences.

2. Developing Valuable Relationships with the News Media Takes Months, Even Years. It takes time to cultivate relationships with the news media. Enormous competition for news coverage, learning curves, misinformation and other factors also impact the quality of your relationship with this influential group. A good public relations practitioner will be as sensitive to the news media's needs and timing as they are to those of your company's. We typically recommend that clients allow a minimum of six to nine months before a brand is mentioned.

3. However, Be Prepared for the Immediate Impact News Exposure Could Have on Your Company. Your company's 800-number or URL featured on a television or radio broadcast program, print or Internet site could result in thousands of consumer inquiries very rapidly. It is wise to prepare additional in-house personnel or a responsible telemarketing agency for handling a flurry of consumer inquiries resulting from anticipated news exposure. Companies that have not anticipated the sometimes immediate consumer response to news exposure of their brand have missed wonderful opportunities to connect with and sell to their desired audience. Keep your employees abreast of public relations activities and help them anticipate and benefit from its impact on them and on their responsibilities within your organization.

4. Communication with Your PR Practitioner is Vital to Success. Your relationship with your PR professional should serve as a learning experience in how to build stronger relationships for your company within and beyond its four walls. Thus, it is important to let him or her know about fluctuations in your business, rumors and imminent trends within your industry and other important changes and issues that may impact your organization and its marketing initiatives. This allows your practitioner to assess what is working, discuss areas for improvement and suggest new opportunities.

To get the best return on your investment in public relations, work with a practitioner who:

• Understands you and your organization
• Offers candid, direct counsel on all strategic approaches and discusses anticipated results in advance
• Delivers on realistic expectations discussed early on and throughout your relationship.

For more information about public relations and how it can help your company, contact Raker Goldstein (www.rakergoldstein.com) at (201) 784-1818.

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