The problem I always face with new clients is a lack of understanding as to what media results are and how they factor into sales. For example, if I have a client who sells cars and we book him as a car sales expert on every local show available, that same client is going to expect his car sales to jump through the roof in the next few weeks. The truth, however, is that this isn't going to happen. One interview, or ten interviews, will not impact immediate and direct sales. And there is a difference between ROI (earned PR) and ROAI (paid efforts, not earned).
Given the example above, what will happen is a buyer will start to hear of our client through all the media channels. Plus, these media channels are picking up the client without paid advertising, which makes the client more creditable to consumers. When, and only when, the client is ready to buy a new car will he or she remember and then consider our client.
Immediate results for publicity by way of clippings and appearances do not often equate to immediate sales. This is an important fact that many new publicists fail to council their clients on. As we head into the end of the week, consider what you accomplished this past five days. Did you send out major pitches and campaign pushes? Did you call media outlet after media outlet? Did you get results? Chances are no. We who are in the industry know things take longer than often planned, but do our clients?
Results are crucial but making sure your customer understands the value in those results... well, that's your reputation.
Velma Trayham
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