It’s time to stop reanimating your zombie media campaign
Expecting results when you refuse to change your media strategy is either ignorant or just plain lazy. Either way, learning to adapt is key, writes Pure Public Relations founder Phoebe Netto.
Insanity, it is widely quoted, is doing the same thing over and over again but expecting different results. I see this all too often in media relations where insanity prevails over a sound strategy that meets client objectives.
A good PR professional will know which journalists are the best targets, what angles would interest them, what timing is likely to be the most strategic, and so on. However, the amount of unpredictable components in PR make it impossible to guarantee that a media relations campaign will work.
Some media campaigns simply do not work due to a change in the news cycle, a lack of expected traction for the angles you have pitched, or other preoccupations for the journalists you have targeted. There are a whole host of reasons why you may not receive the response you expected.
This tripe is nothing more than a vague, poorly-evidenced sales pitch. Thinly-veiled would be a compliment. Give me some substantiation, and god forbid an actual opinion.
Frankenstein’s monster is not really a zombie; a better classification for him is as a flesh golem.
That ended abruptly. I was expecting a point to happen.
A quick summary: A good pr professional/campaign knows what it’s doing. Then something happens in the universe: a star is born. A butterfly sneezes. A man forges a blade of the finest steel from the last fragments of the broken memory of his dead family, slaughtered at the hands of a barbarian horde. A nameless horse rides on the winds of sorrow. Zombies rise from their graves and dance a polka. A good PR professional/campaign changes. A bad one does the same thing and hope the the results will be different.
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