One-hit wonders are just as common in the PR world as they are in the music industry. In fact, many business owners are as ecstatic as The Baha Men were in 2000 when a product of theirs goes viral. Unfortunately, the boost in business and web traffic from these situations is often as short lived as the fame that comes from producing a top summer jam. So as you may imagine, in public relations, as with many things in life, consistency is key.
While stories about viral press releases are impressive, savvy business owners should be looking for firms that can showcase proof of consistent delivery. Personally, I would take a firm netting 10 placements a month for 12 months straight over one that brings in 50 the first month and fizzles out shortly thereafter. The long term benefits associated with regular placements far outweigh the instant gratification of a “viral hit” in every way – be it SEO, sales or brand recognition.
The Boss (Bruce Springsteen) said it best! “Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.” And let’s be honest, he would know. He’s never had a #1 hit, but I’m sure you and everyone else reading this were familiar with him nonetheless.
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Janice McCafferty PR