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Defining Public Relations Success

» Introduction
Don't start a media campaign expecting a grand slam, go for the steady, slow-but constant built, yet, be prepared because grand slams do happen.
» Step 1
One of the primary reasons people become disenchanted with PR is because of what I call the grand slam mentality. Too many people believe that their first TV interview or
magazine article is going to be "it". It's going to change their lives. That one story will turn their business around. All of their problems will be over. Millions will pour in, they'll be able to move to the Bahamas and retire. Well, seldom does it happen that way. So, unless you like setting yourself up for disappointment, you best come back to earth with the rest of us. You are launching a professional public campaign, not playing
the lottery.
» Step 2
I have had clients who have called, despondent that their appearance on a national talk show or article in a national magazine did not result in thousands of calls. One particular client was especially disappointed when a national TV spot we landed for her only resulted in a couple of hundred calls in two days. Even though that TV appearance paid for my service many times over, helped build her business, and led to other PR opportunities, it did not fulfill her grand slam expectations. It was not the super-jackpot, over-night, life-altering event she had hoped for. She was well on the road to PR success, but was too lost in her grand slam mentality to realize it, or enjoy it.
» Step 3
Then again, there is another side of the coin, grand slams do happen. Be prepared. There are times when, what you think will be a small piece will turn into a major article or TV segment. So, and this is the tricky part, even though you don't spend your time dreaming of hitting a grand slam, you had better prepare for when you hit one. Awhile back we placed a seven minute segment on national TV for a small, start up. Trouble was they had not explained how small they were. The TV segment struck a chord. It hit, and
hit big. Calls poured in from all over the country. The demand was overwhelming, so much so that their phone lines blew. As far as we can figure, they received close to half a million calls in a little over a week. Here was an incredible media success story that was not fully utilized. They were not prepared to capitalize on what could have been a grand slam. Still, although they were unable to take full advantage, it did launch their
business. So, don't start a media campaign expecting a grand slam, real PR success is defined by a steady, slow-but-constant built, yet, be prepared - because grand slams do happen.

Copyright © Anthony Mora 2008
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