I’m going to crush some dreams. I’m hoping to help readjust your PR expectations, because many are unrealistic, so you’re just setting yourself up for failure.
This post isn’t about discouraging you and telling you not to shoot for the stars. It is about making sure your expectations are grounded in reality so that you have a sound strategy with measurable goals, helping you create sustainable growth and success for your brand.
So, let’s crush some dreams, shall we?
National TV is an outside shot
You probably won’t end up on “Good Morning America,” “Today,” “Dr. Oz,” “Dr. Phil,” or any other major national news show.
I’ve often had clients ask things like, “When are you going to get me on Oprah?
” The chances of your getting a coveted spot on one of these big shows are pretty slim.
Yes, I’ve had clients get some pretty awesome PR opportunities over the years
, but these major shows have an incredibly limited number of slots available and the competition is insanely fierce. Landing one of these opportunities is possible with the right pitch and a heaping dose of luck, but it simply won’t happen for most people.
You know what? That’s not a bad thing. Just because you don’t get placed on a huge national TV show doesn’t mean your PR efforts are futile. That’s not how you should be defining success. Remember, PR is a long-term strategy. Success doesn’t happen by getting your “15 minutes of fame.” It happens by getting consistent results over a long period of time.
You won’t see results overnight
Our society craves instant gratification. We’re used to getting what we want when we want it. That’s not how it works with PR. If you’re expecting to see amazing, long-lasting results from your PR efforts in just a few weeks, you’re going to be sorely disappointed.
Sure, it’s possible that you might get lucky and have a story earn a flurry of media coverage overnight, but you’ll find that the benefits from that kind of success don’t last long.
PR isn’t a short-term strategy. You won’t get significant, enduring results in a short period of time. It takes time to build your brand, to gain credibility, and to shape the public’s perception of you or your company. You must commit to PR for the life of your business.
You’re not changing the world
I fully stand behind my clients and what they’re offering. I believe in the messages I help promote. However, I also understand that most likely none of us are going to change the world. Often times, clients think their product, service, or idea is the most amazing thing ever, and they assume that everyone in the media will automatically agree and be dying to cover it.
Reporters are pitched dozens of “game-changing” ideas on a daily basis; so, while you might have something truly interesting to offer, you’re not the only one.
[RELATED: Ragan's new distance-learning site houses the most comprehensive video training library for corporate communicators.]
Sometimes, it’s important to take a step back to make sure you have realistic expectations for your publicity campaign. This will help you stay focused, motivated, and on track to achieving sustainable, long-term results that deliver real benefits for your business.
Mickie Kennedy is the founder of eReleases. A version of this article first appeared on the PR Fuel blog.