As a press relations agency, our role is to orchestrate our clients’ communication with the media. It is a profession at a crossroads, where sometimes unrewarding reality confronts the often idealized expectations of our clients. Because contrary to the magic that some might imagine, it is not always possible to accurately predict the number of press coverage that can be obtained for each subject.
The heart of our work lies in our ability to generate journalistic interest in the topics we present. But here lies the paradox: we are not miracle workers. We cannot guarantee a defined quantity of press coverage per month. For what ? Because the reception of a subject by the media is a terrain as fluctuating as the tides of the ocean.
It is crucial that our customers understand this dynamic to avoid unwarranted disappointment. We are not sellers of dreams, but artisans of communication, juggling variables that even the most experienced among us cannot completely control.
It is true that months can pass with a handful of spin-offs, and others with a shower of media successes. This unpredictability is inherent to the business, a complex mix of competing news stories, market trends and the media’s target audience. We are dependent on these external elements, even if we do everything we can to maximize the chances of success.
The patience and trust of our customers are valuable assets. The results of Press Relations are often the result of in-depth work and relationships built with journalists over time. Each spinoff is the result of thoughtful strategy and continued investment in promoting our clients’ topics.
It is essential to see beyond the raw impact figures to appreciate the quality and impact of the publications obtained. A single spinoff in a relevant media outlet can be worth much more than several fleeting appearances in publications less suited to the intended target.
In conclusion, being a Press Relations agency means juggling the unpredictability of the media while cultivating the trust and patience of our clients. We do not promise unrealistic figures, but we are committed to deploying all our know-how to maximize media opportunities. It is in this alliance between realism, expertise and mutual trust that lies the key to a fruitful and enriching collaboration.
(The published columns are the responsibility of their authors and do not engage CB News).
2024-01-12 17:16:10
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