Among the several mistakes that many entrepreneurs commit when they need to get featured in the press is considering strategic that which is tactical.
If there is a way I can simplify the core distinction between strategy and tactic, it is by defining strategy as a project and tactic as a single step among the many to accomplish that project.
If you are a football fan, you can consider it strategic that your favourite team trains properly during the week to perform at its peak until the end of the season, while it is tactical to win the match on Sunday to qualify for a European cup.
Strategy is a continuous process, while tactics are movements aligned with the process itself.
Strategy includes tactics, not vice-versa.
Strategy is where I want to be, what result I want to have achieved by a certain amount of time.
Tactics are what I need to do on a consistent basis to accomplish the established goal.
That said, there are a few major errors that entrepreneurs who aren’t educated about broadcast PR commit on a consistent basis:
I have stated many times that the purpose of broadcast PR isn’t being viewed, listened to, or read by a large audience. The purpose of broadcast PR is to sell.
This looks like a bunch of theory put together, but it works as a matter of fact.
If your broadcast PR campaigns have never increased the overall volume of your sales, it is mostly because of two reasons:
You can’t blame broadcast PR agencies for that. They are just intermediaries that get you what you ask them for: media coverage.
Their function isn’t to care about you, make you prosper, beat the competition, etc…
Their job is to get you media coverage and get paid accordingly.
Real entrepreneurs do not care that much about glory: they want to see the numbers.
It’s the only thing they consider relevant and gives them certainty that they will prosper.
Broadcast PR (and PR in general) operates in a borderline environment which is the domain of branding and perceptions.
MARKETING IS BRANDING == > BRANDING IS THE SCIENCE OF SHAPING PERCEPTIONS.
As you can tell, you can’t tangibly measure people’s perceptions.
It’s by far too complicated, and the range of error too wide.
HOW TO MEASURE A BROADCAST PR CAMPAIGN?
The answer is simple, and it is related to the distinction I made in a previous article between a PR BLITZ and a PR CAMPAIGN.
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Founder and Managing Director at POWER BRAND. PR that Sells for Startups and SMEs,
How to turn your content into a PR advocate
Why you should write a book from a PR perspective
How to use PR to disqualify your competition
How to get media coverage by giving the media what they want
Brand Positioning. Broadcast PR. Brand domination.