Many times, clients expect to get a direct sale or tons of phone calls as a result of media placements. It's true that certain placements with certain media outlets can drive traffic and sales. I've had home design clients featured in the
New York Times Currents, In Style, Apartment Therapy, and Architectural Digest enjoy this kind of result. But in many cases, the phone won't ring off the hook, your site traffic won't spike and droves of people won't be banging down the doors to your store. (
Of course, this also depends on how galvanizing your product or service is, but that's another post)
A seasoned client who understood this once said to me, "PR creates opportunities," and that is unequivocally true. It's a series of "clicks" that open up minds and doors, and a powerful tool that can further your business - if you use it.
Jane Pollak, an entrepreneurial coach and regular presenter for the
ASID, shares her own experience with PR and some
very wise words on just what you should expect and do with your publicity.
Photo: www.dazzlergardens.com
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