What do you really want from public relations?

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 lyndon@thinkdifferently.ca or call 1. 647.773.2677 today.

Blackberry iPhone Switch Deal Shows Nothing Has Changed

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BlackBerry wants you to think that it has changed.  Its Black Friday deal demonstrates it hasn’t.  It’s bad news for the Waterloo, Ontario based company and is yet another example of how the company continues to get its PR and marketing wrong – to the detriment of the company.

The company is offering iPhone users up to $550 if they switch to a Passport on of after December 1.  The chances of persuading many to ‘trade up’ is slim. iPhone users are unlikely to switch – and $550 incentives is not going to be enough to persuade those that could be swayed to give up their shiny i device.

If BlackBerry had a clear business and communications strategy designed to bring users back to its devices, it would realize that iPhone users are not their target audience. The company should, instead, be offering entrepreneurs and small businesses incentives to choose the BlackBerry passport. These are the people who will get most value from the companies devices.  They are also customers that, once captured, are likely to be long-term and loyal.

Until BlackBerry figures out who its customer is, understands the value it delivers to them, develops a long-term strategic plan to communicate this to them, and build long-term mutually beneficial relationship with them the company will continue to flounder.

Read more about BlackBerry’s Marketing and Public Relations Disaster

Startup and SmallBiz PR and marketing tip: focus on the people that value what your do, rather than chasing those that don’t.

How To Measure Success of Public Relations

Ask most PR professionals and they’ll tell you that measuring the value of public relations is hard to express.  As a result, they’ll say, it’s hard to be specific about the value they deliver.  The return on your investment is affected by so many variables it is hard to be able to give you tangible outcomes.

It’s all a lie.  Here’s how to measure the success of public relations.  It’s all in the strength of the relationships build or maintained as a result of your PR activities. We do it every day in our private lives, so why do we find it so difficult to do it in our businesses?

Think about the most important people to your business right now.  Do you have relationships with them at all?  If not, they score a zero.

Of the people you have relationships with how strong are those connections?  Would they drop everything to help you if you asked them to?  Would they willingly do everything within their power to help your business overcome its current challenge?  Will they go to bat for you if you needed them to? Will they introduce you to people within their network that may have a need for your product or service? Will they testify to your credibility or vouch for the quality of your work?

If they would then score those relationships a 10.

If they’re not a 10 then you need to figure out where on the scale they are currently.

Perhaps they’re a new connection that will help you with advice, or will provide feedback on your product development.  They might be willing to introduce you to people that are potential customers or partners, but won’t provide a reference or testimonial.  They will help if they can, but you can’t guarantee they’ll come rushing in an emergency.  Would they help if they really were your last hope? What incentive would you need to offer in order to get them to help your business if you needed them to? Do you have direct access to them? Who are the people that you rely on to give you the access you need? Do you loose access to these people without the intermediary?

Make a list of the top ten people your business needs relationships with and score them, between 0 and 10, based on these criteria.  Having benchmarked the relationships that are most important to your business achieving its next milestone you can develop a PR programme designed to build, strengthen, or maintain these relationships.

Measuring the success of your PR activities can then be tracked, based on whether these relationships strengthen, weaken or whether you are able to maintain them until you have achieved your desired outcome.  If you reevaluate each of your ten most important relationships every 30 days you can quickly see the impact that public relations is having on your business.

Startup and SmallBiz PR and marketing tip: benchmark relationship strength and build a plan to ensure you have the ones you need in place.