For most businesses, public relations marketing have to be planned; otherwise it may not take place at the right time, or at all. The “champion” will develop relationships with members of the press, editors, and others who determine what is, and what is not, going to make the news. The “who you know” also enters into the complex equation of public relations. The responsible person will need to be diligent. This is a process that resembles more of a “journey” than a “cause and effect” experience. Creativity, tenacity, and patience are cornerstones of fruitful public relations work.
When it comes to public relations and control, you don’t have it. “When you don’t pay, you don’t have a say.” You can write the most impressive press release, offer great photos, provide visuals that would excite any publication, and even give a great interview, and it may not be used. Ever. You have virtually no control over what you are “given” by the press. You need to do what you can to give them “news,” and then sit back and see what happens. Create different angles and perspectives on events or issues that didn’t get press the first time. Taking on this perspective can save you a tremendous amount of frustration. Do all the right things to gain attention and then be prepared for anything, or possibly nothing.
Once your public relations programs are implemented, the fate of their exposure lies in the hands of the reviewers, journalists, and Web masters. The trade-off for “free” public relations is the lack of control regarding when, where, and how this information will be shared with your targeted audience.