One of the main reasons why PR doesn’t sell (PR does sell if you know how to do it) is that you can do as much PR as you can, but you can delegate to PR the same rule of an engineered system of client acquisition that, of course, must be in place to sustain a consistent PR strategy.
It seems difficult to get a considerable increase both in growth and in number of clients without a structured way of lead generation and a specific funnel in place.
Thus, if there is a principle that you should follow, it is to never generate expectations that diverge from the main purpose of the channel.
Relying on a single distribution channel is often risky as it is not even said that the same distribution channel is itself the most efficient in reaching your target.
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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.