BIGGER Isn’t Always Better

October 15, 2015

In a world where house sizes continue to grow, even as the average family size shrinks, and portion sizes are on the rise, it’s no wonder that the “bigger is better” mentality seeps into other areas of our lives. In my day-to-day life as a PR professional, I can admit that I’ve found myself beginning a brainstorm by throwing out an idea that aligns with this mantra, which in some cases may be the best route to achieving the greatest results for our clients. Although, I would argue that is not always the case.

In my experience, there are some scenarios that warrant a tone-downed PR approach to get the best results for your client, including:

  • Local Announcements – If there isn’t a national angle, don’t force it. Focus on local relationships and creative ways to saturate the local market with the news.
  • Know When to Hold’em – Not all client news is going to land in Wall Street Journal and New York Times. Know what news is newsworthy, and advise clients accordingly. Don’t waste time, and possibly harm relationships by pushing news to the wrong contacts.

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  • Award Submissions – Awards are great, however, submitting for every relevant award isn’t the best strategy. There are other factors to consider: is the award high profile with your client’s target audience? Will winning be worth promoting? How much time and money is involved in the submission process? Most importantly, does your client even have a chance at winning? If not, it’s likely a waste of resources to apply – wait and submit when they’re ready.
  • Quality Over Quantity – Consider offering upcoming news as an exclusive to your top target. This strategy is best utilized when one big feature would be more impactful than a few short mentions in lower-tier publications.

 

PR is a fast-paced profession, and there’s always an opportunity to do more, more, more. In a world where bigger is better, I’ve found it important to take a step back and follow the tried-and-true advice of Kenny Rogers – know when to hold’em.

– Heather

 

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