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.
In his bestselling leaflet titled Growth Hacker Marketing (a 100-page book cannot be called differently), which contains plenty of approximations and wrong case studies, Ryan Holiday writes as follows:
«If I were in PR, I’d quit because it sucks. It’s a bunch of relationships with people who don’t matter that much anymore (i.e., legacy media reporters)».
Ryan Holiday should ask
if reporters are «people who don’t matter that much anymore».
I understand that controversy is one of the very few ways that nowadays can help you get your message out there. But controversies must be justified.
It might be because I am not that much into giving the people what they want, but giving the people what they need.
If your business is considered too boring and not that innovative, you will have a hard time getting the press to consider giving you a bit of space in the media. And if you are just taking your first steps into the entrepreneurial arena with very little budget that doesn’t allow you to afford a PR agency with valuable contacts with the press, this goal becomes even more complicated.
I have said multiple times what the media are willing to cover and that you must think like they think once you decide to try to reach them.
When it comes to the business environment, the media want to speak about (or speak to)
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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.