A Major Media Hit and not Even One Phone Call?
A magazine ran a story on you. You were confident that this article was going to be a big one, and you were prepared. You went so far as to add additional phone lines to handle the hundreds, maybe even thousands, of calls that you knew would be jamming your lines. So, the story came out and - nothing. Not a single call. As far as you know, not a living soul saw it. You are crushed. "That's it!" you yell, pounding your fist on the desk. "No more PR!" You've been spinning your wheels, wasting time and money, and for what? For nothing! You've had it. No more media. It doesn't work and you are a prime example that it doesn't work. You are the consummate illustration of a media failure story. Right?
Well, let's take a look at it. Understandably, trying to explain that the preceding scenario is not the story of a media failure to clients who have had similar experiences is perhaps the hardest part of my job. If I were handling your campaign, I too would be disappointed that the article did not have your phones ringing off the hook, but in the overall scheme of things, I'd think that article was a great tool for us to use for garnering other magazine and TV coverage. To be effective in this field you have to look at the big picture. Your short-term goals were not met by the particular article in question, but it affords you new, powerful ammunition to reach your long-term goals. It helps establish you as an expert in your field and separates you from your competition. It gives you yet another media tear sheet that you can use, another article that you can pull quotes from for your press releases and bios.
If that one article did not give you the response you were looking for, what good can it do you? Plenty. It can help garner you more and bigger a href="http://anthonymora.com/media.html">media interviews. Plus, you don't know who saw it. You never know. In five days, three weeks, or six months, you may start receiving calls. Sometimes people don't need your product or service at the time they see your story, but they write down your number to contact you at a later date. I've seen this happen over and over again.
Copyright © Anthony Mora 2008
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Related Tags: marketing, internet marketing, advertising, public relations, business, advice, pr, media relations, media training, staying on course, public relations campaign
Anthony Mora began his media career as a freelance journalist for such
publications as Us, Rolling Stone and other local and national
publications. He served as editor-in-chief of two Los Angeles-based
entertainment and lifestyle-oriented publications, and co-founded Phillips & Mora Entertainment, a public relations and personal management company, which ventured into video and film production.
In 1990, Anthony formed Anthony Mora Communications, Inc. a Los
Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets.
Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, "Spin to Win," is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field. Practical and user-friendly, "Spin to Win" can be utilized by heads of major corporations, small business owners, and entrepreneurs.
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