A cumbersome approval process can waste a fleeting PR opportunity.
While press releases need checking, businesses need to act fast or miss coverage.
I like to get things
just right / just how I like them / perfect done.
Sometimes there is not enough time to do things precisely how we want. If there’s a fixed deadline, we must make it or lose the opportunity.
How many good stories never get told?
Recently, I saw a company had won an award and phoned them for details. They told me to speak to one of two PR agencies that work with them. I phoned the agency and was asked to email. I emailed and heard nothing. I emailed again and was asked if there was a deadline. I replied and have heard nothing since. In the meantime, more interesting stories have come up. I wonder how much they pay their two PR agencies?
Another scenario is when I speak to a company and they say: “We’ll have to get this checked out by head office.” Now, I realise companies need to manage their PR, but they can’t control everything written about them. And if their process is so cumbersome that they miss the deadline, it’s not worth the resources they spend on this.
Opportunities speed past
Many PR opportunities arise suddenly and need quick responses.
I know from my own PR writing that it’s good to aim for the ideal target market, timing and circumstances, but these rarely occur.
To make the most of opportunities, it’s best to:
- Prepare as much as you can to take PR opportunities when they arise
- Respond fast – even if it’s just to say you’re unable to say anything at this time – lack of interest could mean you never get asked again
- Don’t wait for the perfect moment – it is unlikely to arrive and you will have missed all the other opportunities
It’s likely that if everyone from the chief executive to the cleaner has to have an ‘input’, the resulting PR will go down the pan.