PR: The Hardest Working Marketing Discipline

April 29, 2009 at 2:51 pm Leave a comment

I operate across the marketing mix. I’m a firm believer in Integrated Marketing Communications, IMC, where all messages, campaigns and deliverables are coordinated and complementary. That disclaimer aside, let’s talk a moment about public relations, which I deem “The Hardest Working Marketing Discipline.” (Apologies to James Brown, who remains “The Hardest Working Man in Show Business,” even after his passing.)

As I speak of PR as hard work, I’m referring specifically to the client. Successful PR places unique demands on the client, including:

• Availability for interviews
• Availability for media training
• Contribution of bylined articles and editorials
• Contribution of Web site, newsletter and e-blast content
• Blogging
• Podcasts and online video
• Presence in social media
• Attendance at live events
• Constant recruiting of testimonials from customers, employees and affiliates
• Regular brainstorming with PR counsel to develop story concepts for the above

PR’s appetite for content and conversation is incessant. Good PR counsel can and should support the client with ghostwriting, editing and legwork such as lining up testimonials. But the client needs to get to work too. When that effort is considered an integral part of doing business, PR programs can succeed. When clients are too busy for interviews, postponing strategy sessions, or slow to respond to requests for article topics and names of happy customers, PR comes to halt.

Solution: establish PR program requirements and schedules early and revisit them frequently. Let the client know the hard work ahead…for all concerned.

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Entry filed under: Leadership, Marketing, Public Relations. Tags: , , .

Communications first…guest blog on edit30 Notes on Nardelli

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