Break senior management of PR candy!

In working with a number of smaller companies, and some small minded senior execs, I have noticed the unmistakable desire to achieve front page coverage in big name publications. They all want to be featured in Business Week or Fortune or on the cover of the Wall Street Journal. Telling them that is not a good idea is often like telling a child they can not have candy for dinner.

Still it is important that if you are to run a public relations operation you keep your eye focused on what the goal of the program really is. At the end of the day, public relations is a function of marketing and its goal is to drive sales. If you are not bringing more money into the organization then you are not succeeding as a marketing communications person.

One thing normally boars senior management to tears but it is for the good of the organization. It is vastly more important that you work to build relationships with analysts and reporters from influential media reporters. I remember one CEO who thought it was great that his start up was quoted in the Boston Globe. It was what PR people call a mere mention and really said nothing about the organization, its goals or why anyone should buy their product/service. Needless to say the CEO was angry that I was not impressed.

The relationships with analysts and other influences is essential to the future growth of the organization and is much more important than The Wall Street Journal, New York Times or any number of media organizations. Why do you ask? Well it is for the simple reason that when one is in the process of making a key buying decision you do your homework with those you think are thought leaders in the field. Buyers want to make sure their investment is going to pay dividends. If you're buying new networking technology, you want to be sure you are taking advice from someone who knows networking inside and out, just as you want to see a cardiologist if you have issues with your heart.

So as a PR person it is your job to tell your senior management what is best for the organization regarding communications. Much as a child needs vegetables to grow, an organization needs solid and strong relationships with key editors and analysts in less glamorous organizations in order to grow the organization and establish both a steady revenue pipeline and a clear, distinct message. If you do this, then you will succeed. If you try and chase after the big names you may end up chasing a dust trail and even if you catch it, what you end up with is a lot of useless coverage.