So is any publicity good publicity? it depends largely on if you are simply looking for attention or if you are looking for positive attention and a specifically crafted image for your brand. We are all familiar with parents whp refuse to give a disorderly child any negative attention, by disregarding their tantrums and mischeif while giving positive re-inforcement for proper behavior. If you want your brand to look like a disorderly child to potential clients, customers and the general public then bad press might be of value to you. That is not a joke, but a true statement. Think about rock n’roll bands, eccentric artists, and the like. many of them would indeed fall into this category. Unfortunately, most of us don’t have that kind of freedom to play with our image.

Good public relations is not just about bringing attention to a brand, but about crafting a brand’s image so that when the public thinks of that brand, they associate certain images and ideals with that brand. Sometimes, as tempting as it may be, you cannot accept every media request that comes down the pike. If you look at media coverage and a media image as a secondary career that will boost and bolster your primary career you have to give thought and direction to public relations and media opportunities. Would you take any job that comes your way? Would you work with any client or customer, no matter how inappropriate they might be for you? Public Relations campaigns are similar in that way.

Knowing what your brand stands for and what it does not is a component of your public relations campaign that must be agreed upon with your public relations firm so that you can navigate the media to achieve a certain level of recognition in your market while upholding the integrity of your brand.

The single most important thing to consider when choosing a public relations or marketing firm to represent your company is a shared vision with similar values. It’s really that simple. As a personal example, Allison Dawn Public Relations tends to gel most effectively with companies and organizations that share a vision of strong work ethics, corporate responsibility, philanthropy and a general awareness that public relations and publicity is a long term career, and not a single, short term project.

Building, polishing and cultivating a public image that will resonate with the media, potential consumers and with your industrty’s insiders requires ongoing strategic planning and public relations efforts that consist of: traditional public relations, community outreach, viral marketing, online social media, philanthropic outreach, impeccable customer service and ongoing branding indentification strategy.

When a client signs with my PR Firm, and says they just want as many media placements in magazines and on television as possible in the shortest amount of time, I can do that for them. I can blitz the media with their product samples or service and pitch their company ad nauseum, and our firm has a good track record at getting media placements, but in our optinion that is only part of the picture. One issue with “quick fix” publicity is that there has to be a strong news angle or “hook” to get a large amount of publicity in a short amount of time. Very often, and many PR Firms will not fess up to this, but if the brand is unknown this requires something of a circus trick. You have to make the brand, product or service seem as outrageous and novel as possible to generate media interest quickly. Does that help in the long run? It depends whom you ask.

What I often try to explain to clients is that a better way to attract positive media attention that will likely last and build over time is to spend the first part of the marketing and public relations campaign making the client newsworthy. Doesn’t that make sense? Creating a strong foundation and public relations platform that we can then go to the press with has long lasting results. For instance, if product placement and buzz in the celebrity weeklies like US Weekly, Life & Style Weekly or Star Magazine is what a client has set their sites on, well then we need to first set our sites on building a celebrity following. The press then follows and it has a more organic feel. That is why we love to work with celebrity stylists, personal publicists, costume designers, and the like.

If a client’s goal is to eventually link up with a high profile charity that is headed up by a well known entertainer or politician, well then don’t we need to establish a resume, so-to-speak, of philanthropic work that will impress that particular targeted person?

I could cite endless examples. The point is, don’t put the cart before the horse. Everyone will see what’s in your cart but it won’t go anywhere.