The Scoop @ MSCO

15 Minutes Of Fame

Public Relations 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!

Mark Stevens,

CEO

Your Management Sucks Your Marketing Sucks

5 Comments

  1. Rajan Sodhi ∣ November 21st / 2006 at 1:31 pm

    I agree with your post – too often the results of PR are fleeting due to the approach taken by PR firms who get focused more on the “sexiness” of having your name in lights, rather than aligning the strategy with sales goals. If done effectively with the goal of driving traffic to points of contact and generating sales, it can be highly effective. The other WOM, word-of-media can be just as strong as word-of-mouth due to it being be perceived by the reader as third-party endorsement and/or coverage.

  2. Rajan ∣ November 22nd / 2006 at 11:49 am

    […] Mark Stevens, best-selling author of

  3. Lee Odden ∣ November 28th / 2006 at 11:42 am

    You’re right on the money Mark! Too many PR initiatives are about corporate egos and not about the accountability of the bottom line. The beauty of incorporating SEO with “Push and Pull PR” is that you get the brand value as well as lead generation.

  4. Mark Stevens ∣ November 29th / 2006 at 8:43 am

    Exactly Lee. Traditional PR people don’t even know what “lead generation” means. They think It has something to do with string theory. But of course, they have no idea what string theory is either.
    Mark Stevens
    CEO

  5. Mark ∣ November 24th / 2006 at 1:25 pm

    Rajan,

    Thanks for your comments and the write up in your blog. You got it!

    Mark Stevens

    CEO

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