Can I Just Do a Short Trial PR Campaign?
Written by Kim Krigsten, Orca Communications Account Executive
I was at lunch today and I asked for a sample of the soup. I tried it. Liked it. I ordered a bowl.
I’m a firm believer in it. Trying something before you commit. So you might think when I get asked by a potential client if they can do a one or two-month sample or trial PR campaign before committing–I’d be all for it.
I usually say no unless it’s for a big announcement or a timely event.
The truth of the matter is you might not get a fair sampling of what we can do for you in only one or two months. PR is a process. It takes time to build awareness. Even if you did land a great feature or two in that short amount of time, it might take a few placemtns before consumers change their buying habits.
PR needs time to work
Think about it: by the time the publicist pitches the product, coordinates a product sample, and allows time for them to trial it before following up with an editor or producer — one or two months barely gives your product a fighting chance to make it into a publication. After all, your product needs to fit into what editors and producers are working on at any given time. These aren’t paid ads. We are at the mercy of editors, producers, and your product to take it across the finish line. Your publicist needs to make sure your product is top of mind when an opportunity arises.
Much of a publicist’s work is done at the very beginning of the campaign. There’s usually a strategy call. The publicist will then make media lists, write pitches, and start sending them out–changing the pitch constantly depending upon the outlet and angle–trying to find something that resonates with the media.
The ideal PR campaign “trial” period is 4 to 6 months
Four to six months is a more realistic timeline for a PR campaign. In the first month, you might get lucky and land a great feature. More than likely, you’ll have interest, and as time goes on hopefully that interest converts to features. We call it the snowball effect. PR is also a lot like planting and growing a garden. Four to six months is short, but it’s a good sample or trial PR campaign period. Many features will still come in even after the first campaign ends. Our clients who do best are in it for the long haul.
I received an email the other day from a client who had to hit the pause button on her six-month campaign and features are still coming in –some big ones. She said, “we see more clearly how it all works. THANK YOU”. Happy clients. We love them–you want to be one! The best way to achieve it is by giving your product and your publicist time to put their best foot forward.
If you want to learn more about how Orca Communications can help you get more press coverage for your business, click here to schedule a consultation with Kim or one of the other experienced members of the Orca pod.