A strategic PR campaign should reach and engage with target audience(s), wherever in the world they happen to be. It will also disseminate positive messages about your brand/product/service by virtue of independent, third party media coverage. But whilst a good PR campaign can and will drive horses to water, it can’t make them drink. Any PR agency that says otherwise really are cowboys. The decision about whether to purchase your product(s), hire your services or visit your website will be determined by consumer/target audience behaviour and by numerous other factors – such as usefulness, originality, price points, USPs, branding, demand, competition and so on – outside of our control and remit. Or, to put it another way, no amount of persuasive publicity can influence a purchase if what’s on offer is flawed or in any way fails to live up to its price tag. That’s why we strongly recommend that clients undertake as much market research as possible before appointing us in order to gauge reliable (and genuine) consumer interest in their product or service and to ensure that any publicity is likely to have a positive effect on sales.
Our ‘Tears on my Pilau’ curry-scented perfume, for example, did remarkably well in the media and obtained worldwide print, digital, TV and radio coverage. But perhaps unsurprisingly, it’s fair to say that sales stank. Luckily it was all a bit of fun for a well-known brand.