Reasons Why Company’s PR Is Not Yielding Results
In today’s competition, a company cannot avoid the use of effective public relation strategies. In fact, the large corporate businesses spend a lot of funds to gain visibility and publicity. Sometimes PR efforts fall flat and fail to contribute to brand awareness. The following are reasons these activities fail to produce desired outcomes.
The story is not newsworthy
Nowadays, journalists are on the lookout for interesting and exciting news for their audiences. You should note that the launch of a website is not an enticing story. On the other hand, a company doing charitable activities for NGOs can be an attractive news piece. Thus, you need to develop a pitch that is relevant and interesting. If your story is not newsworthy, then it will be overlooked by media.
News focus on selling product
You need to ensure that the public relations officer of the organization is competent enough to offer facts, answer tough questions, and provide relevant proofs with intelligence and ease. Executives that are not capable of taking charge of situation can be detrimental to publicity of your brand.
News focuses on selling products
According to experts, the pitch ought to focus on important topics such as recent trends, and problems that are faced by customers. Moreover, they can focus on useful information pertaining use of products and services from the consumer point. Journalists can not entertain stories that revolve around selling a product.
Competence of a spokesperson
It is important that the spokesperson or CEO of an organization is competent to present facts clearly. He or she needs to know the company well and even its history.
An organization that undertakes PR activities randomly with the expectation that it is making its brand visible, it is bound to fail in its efforts. A good approach is to have certain targets that involve distribution, strategies, and social media.
Reporters receive several mails each day persuading them to cover a story or news. Proficient journalists will always offer a difference between generic pitch and personalized mails. In fact, a personalized one focuses exclusively on interests of intended receiver. On the other hand, a generic pitch is less likely to be read by the audience.
It is crucial for companies to ensure the time, resources invested, and money renders desired awareness and publicity. Sometimes, it can fail to deliver anticipated outcome, and you need to take action to make required improvisations and evaluate performance.