Is it worth soldiering on with my PR?

If you’ve put your house up for sale, do you give up if the first person who comes to view it doesn’t make you an immediate offer?

Most of us won’t. Although having lots of people traipsing around our homes and having to make sure everything looks relatively tidy can be very tiresome, we make the effort, especially if we have made an offer on our dream house and don’t want to lose it.

Patience and persistence

Just as patience and persistence are important when selling a house – and I remember how much we needed when we sold our last house – so it is with PR.

One press release, one magazine, one action is unlikely to bring a flood of customers. Usually it will take a lot more than one action, probably a concerted campaign of regular activity to achieve the results you want.

Energy and enthusiasm

And you can’t just soldier on without commitment. Just as we want our house to look welcoming and comfortable to prospective buyers, so we have be energetic and enthusiastic in all our PR activity.

That means there will be a time when it looks like we’re not getting any results. Then it’s  important that we monitor our activity to make sure we are doing everything we need to and are not missing out anything. A powerful press release will achieve nothing if we don’t target relevant publications. We won’t get media coverage if a journalist asks us to send a photo and we forget. We should look to see what works and what doesn’t so we can fine tune our campaign.

Keep to plan

When you keep to your plan, you will have a much greater chance of succeeding. Many businesses launch into PR with their first press release or newsletter and never issue a second one. They give up because they don’t have time, don’t have the discipline to continue or are impatient when they don’t see quick results.

Your competition will fall away fast, giving you more opportunity.

Stick to your plan to see results.