This week I lost a client after two months work, so why is it thank you day in this PR posting?It’s THANK YOU day, because I realized in the loss of this client how hard it can be to be a PR person whether you’re a sole proprieter (like me) or a giant PR agency.
In the case of my client, the loss was tough because in only two months, we had gained some very good traction in getting some articles written about the client.
The thing about PR that is so important is once it gets going you have to keep it going. And to be clear it doesn’t mean you need a PR person to keep it going, but you need someone in your office to keep it going. PR is all about keeping those relationships and if you don’t have an internal person who is dedicated to doing that once the process is started, then you’ll be starting from scratch again down the line when you want to get more coverage.
This is what makes PR so challenging. PR is about building bridges, courting the press and the journalists who cover you and being humble and grateful for their coverage.
Gratefulness is not a term often used in the world of business, but it should be applied daily. If your company is using a PR agency or sole proprietor, this is where those two amazing words “Thank You” come into play.
Practice it with me. Thank you, thank you , thank you.
Now take pen to paper, that’s right…move your typing digits away from your computer and get out a piece of paper or even a small note card and write a short note of thanks to your PR people.
Believe me, they could use it and they work very hard on your behalf and more often than not, they don’t hear enough thank-yous.
If you’re stumped on what to thank them for here are some good starts:
1. Thank you for dealing with journalists who at times are very difficult and condescending.
2. Thank you for keeping and refining the multiple target lists for media.
3. Thank you for reading all those tech journals in the middle of the night and highlighting paragraphs in stories and the writers so you can later query them about covering our company.
4. Thank you for always being so positive and helping us feel more positive about our company.
5. Thank you for telling me not to drink and interview.
6. Thank you for helping me understand the need to be responsive to the first journalist who calls, and not play hard to get.
7. Thank you for helping me realize that when I say leader every three to four seconds in a short five minute phoner it sounds disingenuous to the journalist and that it would be better if I highlighted the specifics of what we do to ensure our customers and prospective customers love our products.
8. Thank you for making me sponsor the last Relay for Life (American Cancer Society national fundraising event) in our local community. Not only did you have to talk me into it, but I know it was pretty difficult to get me to fork over the check. Because you took the time and persistence in doing that, not only did it create goodwill about our company, but better yet, it helped me understand that life is really more than business. It also helped our company come together as a team and see how well we can collaborate for the greater good.
9. Thank you for always reminding me to tell the truth.
Ok, this is your cue. Take over and write that note today.
And by the way, thank you for reading! And posting comments!