Regular Outreach a Key Component to Successful PR

Social media posts, blogs and SEO - all are an important part of helping create a public image.  While they contribute to building market awareness, they are not a substitute for proactive PR.

One of the biggest pitfalls for organizations, especially startups and emerging companies, is to embark on a single PR campaign, with no follow up campaigns.  The companies that invest money into a single announcement, then stay silent for six months to a year or more, never to be heard from again.

PR is a process that builds gradually over time.  Regular, consistent outreach to the media lets them know about your activities, that you are a serious player - even if they don’t cover every announcement.  Social media and blogs aren’t a substitute for the multi-layered outreach of a professional PR campaign.

An example in point: one of our clients spent a year of regular, PR outreach before garnering an interview (and ultimately a story) with a major business publication.  What the editor told them was this: that while they had a good story, they wanted to see if they were going to be around long term.  After the one year mark, they had their major feature story.

Social media, blogs and SEO are great.  So is proactive PR.  Regular, consistent media outreach via proactive PR is an important key component.

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