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PR is the ‘one thing that’s not like the others’ in the marketing mix. It’s time consuming, it’s not predictable, it makes people irrationally hopeful. So many founders, CEOs, and even CMOs seem to think PR has magical properties.
But reporters don’t write what you want them to write, they write what they want to write. They write what their editors tell them to write. They write what other reporters are writing. They have to follow the news, which these days is a firehose of chaos.
Thinking this?: ‘If we can just get that one great story, all of our problems will be solved. Customers will flock to us and all will be well.’ NOPE.
Helping your company grow isn’t a reporter’s job. It’s your job. But, if you have done your job well, if you have created a new category or opened a new market, and have the numbers and customers to prove it, then you have a chance with the media.
Once you have the chance, you must use it well. A great spokesperson delivers a compelling story about a problem she uniquely sees and how her company uniquely solves that problem. She delivers the evidence of her powerful insight - customer wins, analyst reports, industry awards, etc. She has great stories and soundbites. She has exceptional communication skills that she’s honed through practice to prepare for this big moment.
When a well-prepared executive spokesperson and a talented PR person come together to deliver a great story, that IS magic!
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