When you buy time with a tiler you buy new tiles being placed on a wall with some grout thrown in for good measure. You bought, you see, done, enjoy (Heel kicks for tiles in our new Studio right now btw).
But when you buy time with a PR consultant you buy the opportunity to reach new audiences through the media including social media. This helps to build awareness, legacy and impact. It leads to social proof that you exist, that you matter and shares the story behind why.
PR works away at ensuring your business remains relevant, known and connected. Without PR (self-managed or not) it is almost impossible to shine in the best possible way.
But PR is not a once and done job. It’s happening (with or without professional PR) for as long as your business is in existence. And so therefore I am drawn more and more to talk about one very important thing, PATIENCE.
That’s the magic word that should always go hand in hand with PR. I understand why patience is hard because so many of us want results fast. We live in a now society where we want instant gratification and where recognition is life.
But patience is absolutely the foundation of good PR and the superpower of successful brands.
Here are 5 reasons why PR requires patience.
PR is full of rejection. There’s a whole lotta equally wonderful businesses competing for the same space and the same consumer attention. It’s a tough sport. This is also why PR results when they do come should be treasured.
Media coverage is not guaranteed. It takes a lot of BTS effort to generate interest, story build, research and influence behaviour. Sometimes, miraculously, it does happen quickly, but this is not often the case.
Just like a good friend, relationships take time to cultivate. Media don’t instantly fall in love with your brand. And if they do, that doesn’t mean they want to write about it in an instant.
Media are people and audiences on social media are people and people cannot be controlled. Media shift through thousands of pitches they receive every day. Ultimately it is up to them.
You can’t expect 20 years of results in 20 minutes of work. It takes time to build leverage and story-telling equity for a business.
When you start to think big about the impact you and your business can have on the world long-term, you stop expecting your PR to play small.