PR success takes time

By Marjorie Comer

4 reasons to stick with public relations for the long haul

A successful PR campaign requires patience.

The insightful Warren Buffett says it takes 20 years to build a reputation. Public relations shouldn’t be a short-term investment. PR is about building relationships and building results. It’s important to know that every company’s needs and objectives are different. PR isn’t a cookie-cutter process. In fact, the best results come from a strategic and proactive PR campaign. Companies that don’t stick with public relations for the long haul are making mistake No.15 of Axia Public Relation’s list of the top 15 mistakes companies make when they hire a PR firm. Here are four reasons you should commit to a long-term relationship with your PR firm.

1. Your PR firm plants seeds that need time to grow.

Public relations is a long-term game; many companies quit too soon. Results don’t happen overnight. For example, many people don’t realize that magazines work on upcoming print issues months in advance – the December issue is often written in July or August. If you don’t stick with public relations for the long-term, you may not see all the fruits of your firm’s efforts.

2. It takes time to learn your company and plan an effective strategy.

Some companies hire a PR firm only for a specific project, like a big announcement or a product release. This isn’t a proactive way to achieve long-term success. By the time your PR firm gets all the details about your company and product, the project is often nearly over. Just as momentum builds, the campaign ends. We’ve had reporters reach out with interest that never came to fruition because the PR relationship with the company had ended.

3. Quick hits don’t have staying power.

It’s important to remember that quick media hits often don’t stick. You may get a flutter of media interest, however it fades swiftly. With a long-term PR campaign, you have a partner dedicated to building your reputation and making relationships with the media that endure.

4. The biggest media outlets often require the most time and effort.

It takes patience and dedication to see a feature story in outlets like The Wall Street Journal or The New York Times. Once your PR firm has long-term, consistent backing from your company, then it can set to work planting those first seeds – for example, that first inclusion in a story, however small – that will eventually bloom into a mutually beneficial relationship between your company and the media outlet.

Before you hire a PR firm, you should budget for a long-term successful PR campaign. Download Axia’s PR Intelligence Report to find out what companies spend on PR so you’re prepared to commit to a partnership that will grow your business for years to come.

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marjorie-comer-axia-pr.jpgClients love Marjorie’s work ethic, speed and diligence. She has worked with Axia Public Relations since October 2011. Marjorie graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Learn more about Marjorie.


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Topics: Public Relations, Featured, PR Tips

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