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February 16, 2005
Strategy, Business Objectives, Return on Investment…
In an industry where people often focus on the quantity of press clippings, it is critical that PR professionals do not lose sight of why people hire us.
Public Relations must be about building businesses, accomplishing strategic goals and influencing opinion…I see too many programs and too many people who seek press hits for the sake of hits, who are looking to sell public relations by the pound. Yes, media placements are important, but programs must start with the end in mind…with a vision of success firmly rooted in clients' business objectives…only then should tactics be developed and measurement established. To get hits for the sake of hits, to focus on media relations as the only legitimate tactic, does not serve clients well and cheapens the PR profession.
Public Relations must be about strategy and return on investment, about helping clients meet their most pressing business goals. This sounds simple and obvious, but unfortunately there are too many people in our profession that cannot distinguish between a means and an end…between true value for their clients and a book of random clips.
I thought you might find it useful to read about a current campaign we are running for the Palm Restaurants that was featured recently in PR NEWS...this is a good example of how sound strategy can lead to great tactics and outstanding business based results.
Posted by Michael Kempner at February 16, 2005 02:03 PM
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