PR As A One Night Stand Or As A Power Couple?
In this guest post, Kathryn Van Kuyk and Anthony Caruana (lead image), co-CEOs and co-founders, Media-Wize, compare PR to modern dating! Either way, we hope you find some PR love…
In life, you get out what you put in. Public relation engagements are no different. Like modern dating, there are a variety of ways businesses commonly engage with PR experts. What does it take to move from a quick swipe to the right to a walk down the aisle?
The one-night-stand approach to PR.
Successful PR is a relationship and not a one-night-stand. Potentially exciting with a rush of energy and enthusiasm, one-night-stand (ONS) PR might get your business a quick short term hit. But like a quick swipe to the right, ONS PR gives the PR a superficial assessment and jumps straight into it without really knowing who they’re engaging with. The PR doesn’t get much of a chance to learn about your business beyond a high surface level and hasn’t got time to do any analysis on how to differentiate and make you stand out from competitors. This isn’t a strategic approach – it’s a ‘wham bam thank you man/mam’ press release that’s delivered with a pray and spray email blast. Hopefully it works out and you won’t wake up after the quick hookup and want to gnaw off your arm.
We’re friends, don’t label us.
Instead of ONS PR, you might go for a ‘friends with benefits’ arrangement. You meet up casually, the client gets the occasional press release sent out and the PR gets paid but it’s purely transactional and there’s no real commitment. FWB PR is a little better but your PR doesn’t get the chance to invest time getting to know your business or your senior leadership team’s opinions. Maybe you’ll get lucky and get a couple pieces of coverage and then, when everything seems fine, something happens. The communication flow slows down and the PR ends up being ghosted. It might be because of bill shock or a disappointing result – it can happen to anyone. That’s the way of an FWB relationship.
Let’s keep it casual, drama free baby!
Now we’ve progressed through the ONS and FWB stage, the engagement has hit casual status. There isn’t a contract and terms, it is very much pick up the phone and see if you’re up for another rodeo cos we think we have a story, we’re launching a new exciting amazing, biggest, best product, wanna push it out for us, kinda thing. The client is saying to the PR, “I really like you but I want to keep my options open” but there’s no real commitment. Wanna sign a 12 month contract and bring some rigour to this, develop a plan and get more strategic? Nope, don’t stress me out, don’t bring the drama.
I do in fact really like you, let’s have a relationship!
It has been a bumpy roller coaster journey of highs and lows, but we have reached a point where we like each other and there is mutual respect, open communication and knowledge flowing. We make the decision to take this to the next level to elevate awareness and actively work together to establish trust and credibility in the market. This is when the magic starts to happen. Coverage is not just flowing. It is high quality and drives an uptick in engagement. Doors are opening more easily for the business. Your investment and hard work together is reaping rewards.
Will you marry me? But first, let’s get a prenup.
The relationship is going so well, you want to formalise this working relationship and make sure the IP you’ve invested and knowledge your PR has built up about your business, isn’t easily lost to a competitor’s advantage. It is time to plan the wedding and ramp up to being a real power couple. The type of results at this point may if you’re lucky hit an award winning level. You’re both committed, engaged and have formed a working relationship that has achieved power couple status. Your competitors are watching, they are seeing where and how you’re getting these incredible media hits. They see the creative tactical ideas and are envious. So you sign NDAs and a contract for 12 months or more. An agreed contract is important to set out the terms of the agreement and the clauses if one party suddenly decides a divorce is ever in order…
PR is not a short-term game. The best results happen when you partner for the long term. PR miracles don’t happen overnight but if you are consistent and persistent overtime you can really create something valuable that elevates your company and brand. Finding the right PR to suit your business is key. When you find that special someone, treat them with respect and commit so you can both reap the reward on investment.
Please login with linkedin to comment
Media-WizeLatest News
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
It's great news for Accenture Song, very bad news for the Initiative company card with this triple leaving do.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.
RyvalMedia Flies Off With RedBalloon Media Account
Got family or friends working at RyvalMedia? Say ta-tah to shit birthday presents as agency pricks RedBalloon's media.
“First We Get Plastered Then We Fill Your Holes” – Tradies Face Ad Standards Ire
As juvenile as this plasterer's tagline is, it does sound like the plot to most adult films.
ANZ, Lyre’s, Uber, Adam Ballesty & An Australian Of The Year – More Big Names Join Cannes in Cairns, Presented by Pinterest!
Judging by this cavalcade of A-listers set to star in Cairns, a selfie stick is now mandatory for all attendees.
Grab A Sneak Peek At Pinterest’s Special Guests This Cannes in Cairns!
It's another teaser to the awesome talent you can expect in Cairns. Oddly, no sign of the B&T staff barbershop quartet.
M&C Saatchi Sport & Entertainment’s Steve Martin & Jamie Wynne-Morgan Sign Off From Agency They Set Up
Will Steve and Jamie ape Maurice and Charles with their new agency name? Stay tuned to B&T to find out.
Netflix Has Google & Amazon In Crosshairs With Ad Server Launch
Is your dream weekend Uber Eats & a Netflix binge? More toilet breaks are on the way, as streamer amps up ad offerings.
Boom, Boom, Boom! Get Ready For the Boomtown Bus Whisking You To Cannes in Cairns, Presented By Pinterest In Style!
Worried your hibiscus print kaftan might overshadow things in Cairns? Fear not, as you can see this bus from space.
On The Menu Joins Forces With TBWA\Melbourne To Melt Freezer Shame
This campaign "fights misconceptions about frozen food". Ice-cream, pies, Sara Lee! What misconceptions, B&T asks?
IMAA Announces Digi-Byte Event Featuring Industry’s Top Talent Plus “Immersive” Gaming Competition
The indies fan group unveils plans for its newest event. Says anyone in a WPP running singlet will be refused entry.
Bowel Cancer Revealed As Australia’s Deadliest Creature In New Campaign, Via Ogilvy Health
Does your office have a secret & serial farter? Possibly lure them out with this important bowel cancer campaign.
Who’s In Charge? B&T Reveals The Best Of The Best Industry Association Chiefs!
B&T's acknowledging the 10 very best industry association bosses. Discover if your membership dues are worth it here.
TEDxSydney Splits Into Two; Check Its New Creative Program
TEDxSydney moves to Luna Park's Big Top in June. Get motivated & throw up on the Wild Mouse at the very same time.
TV Ratings 14/5/24: Punters More Interested In Farmer Wants A Wife Drama Than Jeremy Clarkson’s Agricultural Adventures
Think sheep husbandry programs are TV's missing link? You can't complain with Farmer Wants A Wife AND Clarkson's Farm.
Paper Moose and Innocean Australia launch Love Our Work Industry Charter
It's a top initiative fostering harmony in the creative space. Not to downplay the unbridled joy of destroying a rival.
IAB: Privacy Act Changes Might Lead To “Nonsensical Outcomes” For Digital Advertising As Industry Wrings Hands
B&T front row at the IAB's Data & Privacy Summit. So private, in fact, attendees were wearing fake moustaches.
Fortress Games Hits Play On Partnership With Havas Network’s Organic And One Green Bean
The games culture destination names local agency roster who'll hopefully explain what a games culture destination is.
Fabulate Launches New List Of Fastest Growing Aussie Creators, Including Leah Halton, Across Social Media
A list of who's hot in Australia's influencer/creator world's here. And it's bad news for foodies angling for a freebie.
Find Your Work-Life Balance: ‘Airbnb’ Your Next Job With ViewJobs
Farmer Wants A Wife piqued your interest in all things regional? See who's hiring with this regional job initiative.