Five years ago, when I stopped working full-time to be a stay-at-home mom, the PR industry was recovering from the dot-com bust. Marketing budgets were being slashed, forcing many PR agencies to close.
Today, as my role shifts from freelancer to working parent, I notice that the PR agencies left standing are those that focused on fundamentals and didn’t get caught up in the hype.
Sure, a lot has changed in five years…mainly the emergence of social media and the prominence of online publications that now take their place front and center in the marketing mix. But a lot remains the same. For a company to truly impact how they are perceived, strategy and consistency are still the keys to success. Stop-and-start PR programs or those that blanket every media outlet with the same news (see our previous blog “PR Offenders”) never work and almost always cause more harm than good. We’ve never recommended those types of blast programs and that’s one of the reasons we celebrated our 10th anniversary this year.