30 Jun Want to grow your business? Stop selling to your clients.
Posted at 11:21h in Public Relations, Sales, Small Business 16 CommentsWhenever I meet with new clients they want to know how we're going to use PR to reach their clients. Imagine their expression when I tell them we're not going to message your clients. I tell these shocked folk in most cases, public relations does not translate to direct sales. If they want to sell directly to their clients, go buy ads. If they haven't kicked me out at this point, a client will usually ask (in a sarcastic tone that increases in direct proportion to the size of his or her company/wallet) "So why should we pay you all this money?" First of all let's deal with the fact that most of us only see the really big public relations bonanzas. For someone who hasn't worked with PR a lot, or who has had a bad experience with PR, that's your point of familiarity. The first thing that needs to happen is that expectations need to be reset. Sure, there is the occasional huge hit that turns a lesser-known product into an overnight seller. Oprah's book club was a great example. But those are very few and far between. If you get them, and then the more important caveat if they work, you win the public relations lottery. We always try but it very rarely happens. So what's the answer to my clients' question?