Articles: Anthony Mora Communications
Should I Handle My Own Public Relations Campaign?
By Anthony Mora
3/11/06
Should you handle your own public relations campaign? No, not if you don't know the process or truly understand the intricacies launching a PR campaign. Can you? Yes, at least to a point.
Effective media placement is a full-time job. It takes skill, know-how, persistence, and contacts. The art of effective PR entails more than writing releases and putting together press kits. If you do it haphazardly or incorrectly, you're better off not doing it at all. The last thing you want to do is alienate the press, which is usually what happens when well-meaning but inexperienced individuals try their hands at running their own media campaigns.
Media placement is a skill that needs to be learned and understood. None of us would suddenly decide to give open-heart surgery a try, or to overhaul a car transmission - well, at least most of us wouldn't, but every day people decide that they can handle their own PR without any prior knowledge or training whatsoever. An effective media placement campaign is well strategized and thought out. It is a cumulative process that builds day by day and month by month.
If you are thinking of launching a media campaign for your business or career, you basically have four options: hire a media relations firm, hire someone in-house to do your media relations for you, hire a media relations consultant, or launch your own media relations campaign.
If you decide to handle your own media relations, you have a big learning curve ahead of you; you want to learn the hows and whys of putting together a successful campaign.
If you are looking to hire a company or consultant to do it for you, you still have homework. You need to learn the right questions to ask in order to hire the right firm. PR is not a one-size-fits all service. But the greatest mistake businesses owners make is thinking PR is a luxury, not a necessity. Those are the businesses owners who generally wonder why their competitors keep being featured in the media.
Copyright © Anthony Mora 2006
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