Why does most PR start with a rush of anticipation that leads to a crushing disappointment? Because it is a charade. Client sees name in print, client is elated, client gets no business, client realizes: All I gained was 15 minutes of fame.
What passes as a component of marketing is really just an exercise in egoism. The dirty little secret of the classic PR process is that it’s all about making the client feel like a star: “Look Mom, I’m on TV.”
To be effective, PR must be rethought. No binders of clips. No talk of “getting ink.” Only a singular focus on how to drive media coverage to Google searches and websites and quickly into qualified leads. Everything from the brand to the message to the website to the sales team must be tightly orchestrated and connected to make PR more than a gimmick. The problem is, this is almost unheard of. Does the PR firm know the sales organization? Have they ever even met a living, breathing salesman? Do they know what salespeople do? Do they care? No. No. No. No.
The very idea of a PR firm is preposterous. Unless PR is built into the fabric of the marketing process, it is relegated to the glamorous shell game of generating those very expensive and highly ineffective 15 minutes!
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