PR Marketing Strategy Rule: Set Realistic Goals

Recently,  a prospective client came to me looking for help promoting his new book (which I'll leave unnamed). At first, I was excited about working with this client. He had a great book, and his subject matter was in need of promoting -- I believed its message would make the world a better place. It was a based on a compelling topic. The book was timely.

Moreover, he had a considerable reputation in his industry and was well regarded among his peers, and had grown a broad grassroots following for his ideas.

So far, so good.

Then, I heard him ask a fatal question, "Can you make a make sure that a primary goal of our work together will be to get my book into the New York Times book review?"

I explained that it was something we could try, but that he had to realize it was a long shot. For one, there are over 100,000 books submitted each year to the New York Times, and less than 500 make it into the coveted Review.

I then explained that we could promote his book in many other attainabl ways that would drive sales, increase public awareness, and build a real following around his book. I discussed public speaking, author reviews, a blog, getting quoted in the media as an expert, contributing articles to any of the thousands of trade magazines that would love to learn about his book and topic.

Yet, he was undaunted. The New York Times was his measure of success. The odds didn't matter, and the endless other opportunities I'd presented to him were less important. He measured success based on that one, big media splash.

I chose not to work with the prospective client. And here's what you can learn from this story.

Too many business people make the mistake of pursuing their first media splash in The New York Times, Forbes or Fortune. This is unrealistic, and in most cases these are not even the most effective places to gain exposure that will directly benefit your company.

If your goal is to get Slightly Famous, you need to pursue attainable goals when developing your media strategy. You want to target media that reaches and directly influences your clients, customers and prospects. And you want media that provides a forum for your message.

Forget long shots, and don't lead with vanity. Your media marketing strategy should be something you can replicate to create ongoing media awareness over time--where you form relationships with editors, journalists and media that reach your prospects--and where you are not competing against million dollar firms and highly paid PR practitioners.

Forget the general or business press, major business publications like Business Week and top consumer magazines like Better Homes and Gardens. They are the hardest messengers to convince, as well as the least effective or cost-efficient to pursue.

Often, the most effective media venues are not the most obvious. Though you may have visions of a popular media campaign that seeks the glitzy consumer magazines, your company's interests might be better served by appearances in the trade press -- in articles, not ads. What could be more reassuring to potential customers than to see your name among those of the experts?

Comments

[Jeff paul news]

Its important that you need to pursue attainable goals when developing your media strategy. You want to target media that reaches and directly influences your clients, customers and prospects.