Right now - 6:10pm ET on Wednesday, Dec. 5, 2018 - I'm feeling pretty good about where I'm at with most of my clients. Things are going reasonably well. Coverage is being secured; briefings and interviews are being booked; content is being drafted, finalized and pitched out for placement.
Momentum has been established and things are heading in the right direction.
Now don't get me wrong. Just because things are going well, that doesn't mean I can get complacent or ease up on the throttle. I can always do better and do more for my clients. Line up more briefings, generate more coverage, book more speaking opportunities, write better content and get it placed in more prestigious outlets/websites/publications.
And I can always offer up more creative ideas, make more recommendations on how to raise brand awareness, generate more sales leads, attract the attention of potential investors and more.
Why? Because PR is a results business and you're only as good as what you've done for your clients lately. Yes, it's always important to provide good counsel, deliver proactive and responsive client service, and manage everything going on efficiently and professionally. Yes, you gotta be buttoned up. Those are all positive and valued things.
Ultimately, though, PR pros are evaluated based on the *results* we generate for our clients. Despite what some experts are out there saying to the media, hustle and a positive attitude will only get you so far. In PR and in life. That's my opinion anyway.
To use a baseball analogy, no one ever escaped getting cut from the major league roster by hustling if they weren't also hitting or pitching well. You stay in the big leagues by producing consistently. Otherwise, there's always someone else in the minors ready to take your place.
That's how it is in our industry, too. There are so many PR agencies and independent contractors out there. We can never forget that. Clients have a gazillion choices. We need to provide value and deliver results as often as possible. Or else we're just asking them to walk away and do business with someone else.
Don't let that happen. Things are going well? Keep that momentum moving forward. Work hard to put points on the board every week. Points can be everything I mentioned above - coverage, interviews booked, speaking opps secured, content placed. Be creative, make recommendations. Make your clients feel good about the $ they've invested in you every day.
Agree? Disagree? Leave me a comment below. I'd love to hear from you.
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