One huge mistake when it comes to PR and media relations is thinking that it only helps those that are already established. For example, in the entertainment industry only George Clooney of Jennifer Aniston need PR, or in the business world only Apple and Google can really benefit from a public relations outreach, or in medical arena, only the Mayo Clinic or Johns Hopkins School of Medicine can take advantage of PR and media coverage. Whereas it’s true that all those listed can and do take full advantage of concerted PR campaigns, it is perhaps even truer that those actors, companies or physicians who are up-and-coming can benefit even more.
Those that I listed above need PR to keep their image strong, but those that have yet to become known in the media are the ones who truly need the poser of PR. They’re the ones who need to establish themselves in the market, as experts in their fields, and need to reach their clients and customers. Apple, or Clooney or the Mayo Clinic don’t need to actively pitch their stories as they did before. The media know to come to them. Their job is mainly to screen requests and when they have a new story to tell, to alert the appropriate media contacts and set up stories. It’s the newer companies, or those who have never utilized PR in the past that need to court the media and actively pitch their stories.
Ever wonder how the Clooney’s, Google’s and others got to where they are? Hard work, talent, expertise, great products- and plenty of media exposure. None of these would be at the top of their fields without hundreds of stories in the media including TV, newspapers, magazines and radio.
PR can be like money; those that need it the least get it the most. That’s why public relations is so vitally important for companies that want to grow, reach their target market, and land more clients or customers. PR offers the validation and credibility of being featured in the news. It presents entrepreneurs and companies as premiere in the field. It opens doors, builds businesses and establishes brands.
So, don’t make the mistake of thinking that your company or business or career isn’t big or important enough for PR. In fact it’s the opposite that’s true. Instead of waiting to become big or successful enough to warrant PR, use a creative public relations campaign to transform your business into that successful company you’ve been dreaming of building.
Copyright © Anthony Mora 2012
Getty Images. “George Clooney.” Photo. IndiWo. 25 Feb 2008. 11 Apr 2012. <http://indiwo.in.com/india/features/entertainment-life/in-pics-oscars-2008-hot-men-on-the-red-carpet/30631/0>
“Apple logo.” Photo. Forbes. 13 May 2011. 11 Apr. 2012. <http://www.forbes.com/sites/ericsavitz/2011/05/13/apple-analyst-says-no-lte-in-iphone-5-to-add-sprint-t-mobile/>
“Google Building.” Photo. The Inquisitr. 11 Nov 2012. 11 Apr. 2012. <http://www.inquisitr.com/89991/google-fires-raise-tipster/>
“Mayo Clinic: Defend Your Corporate Identity.” Photo. Bloomberg Businessweek. 11 Apr 2012. <http://images.businessweek.com/ss/09/10/1006_twitterville/17.htm>