PR Program Gotchas

Guy Kawasaki has blogged on The Top Ten Reasons Why PR Doesn't Work. After groaning when I saw the title in my Feedblitz feed, I did click through, because I am such a Guy fan. The list could have been more cheerfully recast as the "The Top Ten Ways to Improve Your PR Program," but the title wouldn't have been as catchy.

Guy got the Top Ten from Margie Zable Fisher, who runs theprsite.com. My favorites from the list:

The client has not gotten results quickly enough and ends the relationship too soon. Client should plan on conducting a campaign for a minimum of six months. And even that is aggressive. A year should really be the bare minimum to commit to PR The media works on its own timetable, which is usually much longer than the client’s.

Clients won’t change their schedules for the media. Clients need to drop everything if the media calls. This may be inconvenient, but the media waits for no one. If you want to be a “media darling,” then you need to make yourself available at any time. Those who do will reap the best benefits and placements.