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Patience: The Ultimate PR Virtue
Every public relations agency tells prospective clients: “PR is a process.” Translation: “Be patient. Results can take time.”
The reason every honest agency asserts this?
Because it’s true.
Once an interview is given, an entire independent apparatus comes into play. The journalist writes a story. An editor shapes it. The near-finished story might then be passed to another editor, and even another. The entire process is dictated by space considerations, timing concerns and the vagaries of advertising buys.
This operation can take months or, in the case of a recent article for our pro bono client Miriam’s Kitchen, even years.
In 2002 we contacted monthly magazines about Miriams’s unique breakfast program for men and women who are homeless. An editor at Gourmet magazine, considered the dean of consumer food publications, was interested. She assigned the story to a freelance writer. An interview with Miriams’s chef was conducted. Pictures were taken. A second interview was conducted. Facts were checked.
Then our client waited.
The result is this piece in the December 2004 Gourmet. http://miriamskitchen.org/news/mitk.html. The timing could not have been better. The article was included in Miriams’s annual holiday funding appeal. To date, inclusion of the Gourmet article has increased donations by 20%.
Public relations efforts can take time to produce results. But as with all wise investments, patience will be well-rewarded.
All of us at Principor Communications wish you and yours an enjoyable Holiday Season and a happy and prosperous New Year!
© 2002–2005 Principor Communications