By Leo Valiquette
Seeing the forest for the trees
Francis is fond of describing our roles here at inmedia as “advocates in the court of public opinion.” That’s a much more appropriate and accurate label than “spin doctors.”
But the role of advocate is more than simply conveying our clients’ stories to the outlets that matter. We must also be willing to impress upon clients the agendas, or the simple realities, of the markets we are trying to reach on their behalf. What elements of their story must we have to effectively attract and retain the attention of the media we are targeting? What works? What doesn’t? How is the way the client wants to approach things more of a hindrance than a help to our efforts? To adequately serve our clients, we must deliver frank and honest counsel that sometimes includes feedback from the marketplace that may be painful to hear.
PR helps raise venture capital
Bottom line here: good PR pays. Don’t take my word for it. This post at PR Squared may be a couple of weeks old, but the findings of the study it cites are timeless. A survey of 300 U.S. startups that received funding in the past three years found a clear correlation between employing a PR program and greater success in securing new financing.
Time well wasted?
And over at really practical marketing, Mark Nagurski gives a no nonsense primer and how to create, and derive value from, an effective online presence and the pitfalls that come of looking at it in terms of traditional advertising. In his view, less can be a whole lot more.