If you do not answer you not do respect me. That's simple. Or my campaign is bad and it does not communicate well... Let's look at this a little in details.
Most of the company leaders are afraid from the PR and marketing areas because they have had bad experiences. In the last 10 years most of the companies just bought advertisements and never generated big results. A little example: I consulted a company last year and the CEO spent lots of money for campaigns.
I asked him, the company CEO, what the result was? He said some generation of new sales.
I asked him whether he was satisfied? He said no...
I asked him what he thought the problem was? He said the problem might be with the product because the PR company made a lot of beautiful advertisements and they presented 7 folders full with press releases.
I pointed to him that this was the problem...
The PR is not about press releases! This is the same case in marketing just as it is in PR.
If your promotion, campaign does not create, generate reactions then you throw your money out of the window.
RULE: The main task of the PR is to generate reaction! Not articles, press releases, REACTION!
Today the companies measure the PR values by Kilograms... The PR companies fills up 5-10 folders with press releases and advertisements... Who cares about the results? Who cares about the revenues? Only YOU!!!! When you started the co-operation with the PR company you wanted more incoming money, not more costs for yourself... If we see the result from this point, from your owner point of view, then you can ask whether the 10 folders give you any result? No.
We use the communication verbal or written, because we want reactions. If there were no reactions then it was just a wasted time. The main task of the communication is to send a message to people and to get back a reaction or an answer.
Most of the marketing companies always break this rule. I always see campaigns like this: "Buy Lemonde!" Ok, thanks maybe next time. Never tell me as a client what I really want...
As I said before: Never trust in a company who is working just for fix amounts. Never. If they work for fix amounts they are not motivated and 99% of times they just want your money. If you can create (maybe with a good help) a two way communication channel with your clients, possible buyers you will be much more efficient!
One more rule in PR: PR means that you have to make known a product/solution in a wider group, and you have to create a good opinion about that product/solution.
You can not sell if people do not know your product or if they have a bad opinion about your product. How many sales people can sell a very bad quality, unnamed product? Not so many...
You can maybe say that people did not want to buy your product/solution...But No, I think you did not find the best offer for them. People are always ready to buy! The only mistake you made was that your PR was not good, in all other cases you can make revenue easily.
If you or your consultant partner can create a good opinion about your product/solution and can make it known in wider areas, then you can sell in a much easier way.
The Creating Business Value book is available in International distribution.
Amazon.com: http://amzn.com/1447870670
Official website: http://www.creatingbusinessvalue.com
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