Every now and then, I get a call or an e-mail from a company inquiring about short-term PR help. Some ask if I can write a single press release for them. While it's certainly possible to do that, I don't recommend it. It could result in some major coverage, but then what?
Public Relations is about getting your organization's name out in the world on a consistent, regular basis. You've heard about "one hit wonders" — those bands that get known, at least temporarily, for a single hit and then fade away into obscurity. Or to use a baseball analogy, would you rather hit a solitary home run and then strike out for the rest of the season or would you prefer to have an ongoing series of singles, doubles, triples AND home runs?
This comes with a strategic PR plan, one that is executed over time. This does not happen with a single press release.
Why are some companies tempted to take the one-hit wonder approach? Because they're not willing to make the investment. But PR is like anything else — you'll get out of it what you put into it. Whether you work with The PR Czar® Inc., another agency or do it yourself, keep in mind the importance of research, strategic planning, implementation, evaluation and your budget while looking to enhance your company's reputation.
Be willing to invest the time and money to advance your company's goals so your business doesn't become just another one hit wonder!
Doreen Poreba, APR
The PR Czar® Inc.
Doreen Poreba, APR, is an accredited public relations professional with more than 25 years of experience on both sides of the media fence in both PR and journalism. She is the founder of The PR Czar® Inc., a full service PR agency serving the Treasure Coast, Palm Beaches and now with the Internet — the world!