Clients whom I have helped received the publicity they wanted know that my principle in consulting on media relations is to concentrate on the objective, not a number of times their name or company appears in the media monitor. Quantity has no value if it does not help achieve changes in target group behavior.
Experience proves that to be successful in the media one must be active, consistent and patient. So that media relations would help achieve business goals it is vital to know what these people whose attitudes and behaviours should be altered read, watch or listen to. It is important to choose wisely the conversations in traditional and social media channels to join and how to do it in an outstanding and memorable way.
When people have to decide whom to invest in, whom to work for, who to elect, whose goods or services to purchase, they are likely to trust those whome they know and trust. Customers and partners want to read about you in specialty publications, national and local news channels, they wan to hear your comments on the radio and see you on TV. The image of positivity and fame give people the certainty that your company is reliable and you have a connection to their life and business.