How a long-awaited, lone snowdrop reminded me that persistence and patience are needed when running a PR or social media campaign.
Over the weekend, when I was away on a trip, my wife texted me to say a single snowdrop had flowered under our blackcurrant bushes.
I was over the moon. I planted lots of bulbs – crocuses snowdrops and tulips – before seeding this patch of soil with grass last autumn. The grass has taken, but whereas long-established bulbs elsewhere in the garden have come up in abundance, none of these new ones had showed any signs of appearing.
I have been scouring this area every morning for signs of growth, but was starting to wonder whether the bulbs had either been eaten by slugs or had rotted. I hadn’t given up, but felt the chances of seeing any flowers were slim.
Patience is rewarded
So news of the first snowdrop was even sweeter than usual. My patience has been rewarded and now I hope to see a few more flowers come up.
This reminded me about the need for persistence and patience in communication, especially in PR and social media. One press release, one blog post or tweet is unlikely to flourish by itself. It needs a planned campaign to plant seeds that will flower with persistent tending over weeks or months.
While this has always been the case, the vast flood of updates and posts now released on the internet every second makes it even more necessary.
One press release or tweet is not enough
A single tweet, post, blog or press release can disappear like a quiet comment in a noisy pub. An interesting, useful or amusing comment can be overwhelmed by streams of photos, accounts of reality celebrities or the latest smartphones and gadgets.
How do you make your voice heard when you talk about something outside these obvious topics which many people stick to because they are the easiest options?
Being original and interesting, of course, but also being persistent and patient. Many people give up quickly when they don’t see instant results. Often you have to wait to see your achievements.
I am certain that other bulbs will now flower in my lawn, because I believe that, given time, they will reach up and flower.