In the fast-paced world of business, patience is often in short supply, but when it comes to Public Relations (PR), playing the long game is essential. The PR train typically takes 3-6 months to gather steam and start showing results, a timeframe that allows for building genuine relationships with media, crafting compelling stories, and strategically positioning your brand in the public eye. During these initial months, PR teams focus on laying a solid foundation—pitching stories, securing initial media coverage, and hosting editor events that spark interest. This groundwork is crucial for creating a sustainable and impactful PR strategy.
The significance of PR lies not in immediate wins but in consistent, long-term engagement. After the initial 3-6 months, brands often see a pivotal shift in momentum. Media relationships have been nurtured, stories have been told, and the brand starts gaining recognition. Editor events, an integral part of this process, provide a platform for firsthand brand experiences, fostering deeper connections with influential media figures. These events are not just about immediate coverage but about creating lasting impressions that keep your brand top-of-mind for future stories.
Having a dedicated Communications (Comms) team is indispensable for any growing brand. The role of a PR team goes beyond merely getting press; they are strategists, storytellers, and relationship builders. It's a role that requires focus and expertise, which is why the President of the Company should not double as the Comms team. A specialized PR team ensures that the brand's narrative is consistently and effectively communicated, allowing company leadership to focus on broader business strategies.
Public Relations is just one part of a holistic marketing strategy, accounting for about a third of the overall approach. It works in conjunction with sales, advertising and social media to create a cohesive brand message. Effective PR can amplify these efforts, providing credibility and organic reach that other marketing channels might not achieve alone. To maximize the impact of press wins, brands should leverage their coverage by sharing it across social media, incorporating it into sales pitches, and featuring it prominently on their website. These tactics ensure that every press mention works harder, driving not just awareness but tangible business results.
This is one of the reasons why most PR firms won't do a PR contract for shorter than a year. It takes time to build the strategy, amplify the story and get organic media mentions. Organic is through relationships, in PR terms, we refer to this as "Earned". Paid media is exactly what it sounds like, an advertorial or a pay for placement on broadcast, where the brand pays to be included in a round up or feature. One of the best signs of a PR firm that can produce is their ability to get earned media especially when 80% of the market is paid placements. Relationships that have to be cultivated, maintained and appreciated are priceless. Journalists and PR associates are the ying and yang to making a successful PR opportunity turn into a placement.
If you are looking for a PR firm that has over a decade of successful case studies and placements spanning from talent, beauty and wellness, feel free to reach out for a FREE 15 minute discovery call to hear your goals and how we can help you achieve them. Visit us at FerraraMedia.com.
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