I received an email today from a partner agency that proclaimed, ‘company X is disappointed they don’t have any coverage yet’. I replied that I suspected they’d be equally disappointed if they had had coverage but it had had limited commercial impact.
I’d previously asked what the desired outcome was from the coverage. I got no response. I had asked about the commercial impact of the last set of coverage the company had received [via their work with another agency]. I was told that it was likely minimal. I’ve tried to offer advice on how to ensure that this time the coverage actually delivers tangible results. But I keep getting the same response – they just want coverage!
I’ve also suggested that rather than simply sending out a press release, or blind product samples – the samples are the most expensive piece of their current activity [more than the cost of services provided by my company] and asked them to record short videos to personalize their company and the product; to show they care more than simply emailing a promotional press release. But, I’m told, they don’t have time or money for it.
They don’t have 60 seconds to sit in front of a cell phone and record a short video – yet they have money to send product samples to journalists in the hope that they’ll write about them. There’s no review guide, no demonstration video, no attempt to stand out. But, worst of all, there has been no thought given to why they want the coverage – and, as a result, they’ll likely be no commercial value even if they get the coverage they appear to so desperately want.
I wrote about this because its current, but it isn’t an isolated situation. It was one of the main reasons why I started THINK DIFFERENT [LY] – to help entrepreneurs realize that coverage for its own sake is valueless. That the tired PR sausage machine doesn’t work any more. That they should expect more just coverage from their public relations activities than a piece of coverage that, nine times out of 10, has no commercial benefit. It drains money from their bank accounts – but does little to help refill them.
Startup and SmallBiz PR and marketing tip: When you’re reviewing your public relations activities over the coming weeks and trying to understand why it didn’t deliver the desired commercial value, consider that it is probably because coverage was the only goal.
To find out how to make public relations affordable, accountable and effective for your business contact firstname.lastname@example.org or call 1. 647.773.2677 today.