Strong PR campaigns are exactly that...campaigns. The odd ad hoc story here and there may send a few ripples across the media ponds but if you really want to brew a storm in your particular tea cup (or Fishbowl) you need to have a cunning plan. There needs to be objectives. It needs to be a part of your entire marketing mix. It is tempting to go for some of the flattering opportunities that occasionally come along and they are rare gems but always stop and ask yourself a few simple questions:
- Is this the right audience?
- Is the timing right?
- What message/s do we want to send out and does this give us the opportunity to do that?
I would especially highlight the timing issues. What if your story is a gale-force storm in a set of beautifully painted tea cups? Picture your target audiences sipping avidly as they digest your news, patting their pockets to find their wallets. They want more, they want your product. Success! Yes? Maybe. What if you can’t fulfil the orders? Can your suppliers cope? Who is taking the orders? What if, what if, what if?
If you plan your PR like you plan the rest of your business you will be able to ride the highs when they come. Never turn down an opportunity without giving it full consideration but don’t jump at every one that comes a knockin’ at your door. If you do have to pass on it, thank the person for their kind offer. Explain your rationale and keep in touch. That way, when you are ready to talk, you’ve got a warm lead and you can really have a crack at getting your messages out there.
Remember, what if, what if, what if, works both ways.
