Publicity ought to be part of your marketing strategy to boost your mission or profits and keep you in the game over the long term. It's neither free or easy and — sorry, Jack — it's not like planting magic beans.
“PR” is what people used to describe the spin they tried to obtain through “news media.” The primary tool was the “press release” or “press packet.” Results were sort of measurable: You would see how many clippings carried your name and boosted your ego, and see whether it made the phone ring or the door swing open.
All this has not withered, but it’s evolved. And even deeply rooted organizations can evolve with it. Now, a comfortable publicity routine includes more diverse efforts that require a lot more spadework for what may seem to be less immediate impact.
It’s planting hardy seeds online as well as in traditional media, knowing that the field is crowded, and that in many businesses the seeds of competitors have blown in from all over the world via sales over the Internet.
The traditional media is soil depleted of many vital nutrients, but still supporting life. Online, the message doesn’t go into anyone’s compost bin so quickly and you have control over how it looks. It stays indefinitely not only where it’s planted, but on a surprising number of sites that harvest material from your site and others.
Posting your PR online will bring more eyeballs over time, but it won’t be that same “bounce” you could get with a nicely placed piece of publicity in the daily news or even through a Facebook posting that slides farther and farther down the page.
For long-term impact and for your particular species to thrive, it's best to know where to sow, and save seeds for all the fertile spots that best serve your goals.
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