The Field of Dreams

I wanted to write about branding and public relations today from a customer’s point of view. I feel it is important for me to do this so other publicists, and potential publicists, understand that the PR field isn’t a field of dreams and endless editorial options.

The PR game, for the most part, is all about who you know and who your clients are. The better the client, the easier media attention comes.  Clients who can’t see past their nose with demands, expectations that are unrealistic, or whom no nothing *but everything* about the business will hinder your ability as a rep.

My friend at GolinHarris recently said, “Today’s PR world isn’t a field of dreams and building a great campaign doesn’t mean your audience will come. In fact, people who are affected by an issue and motivated to take action on it often don’t do so. The reasons are varied but it could be because the campaign hasn’t truly reached them.”

This is so true. So, from a customer’s point of view- you are challenged right off the bat. You are expected to deliver media when it may not be possible. Since there is money on the line, the pressure will build. Is this really a career you want to be involved with day in and day out? When the fame comes for your client, the answer is yes. Most days, publicists are viewed in the same light as lawyers by their clients, the media, their peers, etc.

You have to understand your clients will feel they are not getting enough media 24/7- even when they are famous and complaining about the media know that they will not have enough of “the right” press covering them.  Don’t let this stop you from being an amazing publicist, just be realistic about your approach and let your clients know what your approach is and most likely a media gain will take a long time happen and then slowly grow from there.

Until tomorrow,

Coco the CEO