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When
is the last time you called your stockbroker for advice
on a medical problem? Surprisingly, many executives make
the same type of mistake when they retain consultants on
jobs for which they are not qualified. This seems to be
especially true when it comes to public relations.
Trying
to be all things to all media is an impossible job. Just
as journalists and editors concentrate on certain areas
of expertise, it is important for PR professionals to do
the same.
Building
a network of media resources is a very time-intensive
task that can only be accomplished through focused
efforts in niche areas. At Trylon, we focus on the media
and technology industries.
If
you need to gain exposure for an agricultural operation,
we are not the people to speak with. Instead, you need
an expert in your industry - someone who speaks the
language and knows the reporters who cover the
agricultural beat. Not only will you have a much greater
chance of getting your story placed, but the story
itself will be better presented.
The
saying "It's not what you know; it's who you
know" has more than a grain of truth to it. When
seeking PR professionals, know who their contacts and
resources are. Are they tied into your industry? Can
they get the attention of key analysts in that industry?
Do they have the ear of the editors and journalists
covering your beat?
You
can get this information through a little research. Find
out how a PR agency's current clients feel about the
firm. Take a good look at the agency's track record,
observing not only the results of its work, but also the
media where its clients are mentioned. Do the results of
the press coverage meet the clients' needs? Simple
exposure is one thing; targeted exposure to key
decision-makers is quite another.
What
is the value of an expert? In many cases, choosing the
right PR professional can make the difference between a
successful public relations campaign and an expensive
failed attempt to influence the media. |
