WHAT TO EXPECT FROM COVERAGE
So, your beautiful brand has been featured in one of your target publications. What happens next?
Managing client expectations is a key responsibility of any PR professional. There can never be guarantees of what coverage will be achieved, and there can never be guarantees of the effect that this will have on the client's business.
1. Results aren't immediate.
It can take time to build media relationships or for the right opportunities to present. Lead times also need to be considered - weekly magazines and supplements (short lead) work between 2-10 weeks in advance of publication while monthly magazines (long lead) work between 3-6 months in advance. You can easily expect to wait 2-4 months for coverage to start coming through.
There can be quick turn around opportunities via online and blogs if you are looking for short term results.
2. Coverage can never be guaranteed.
I always say, even with a confirmation of publication date from a journalist, that coverage is never 100% confirmed until I see it online or in print. Be aware that stories or placements can be dropped at the last minute pre-publication for any reason - lack of space, replacement content, page layout. Don't count on the coverage until the results are in!
3. Sales from coverage can never be guaranteed.
As an example, top tier coverage may generate a surge in sales and enquires, but this is not always the case. Some businesses will find the niche publications more effective for generating new business. Measuring and tracking the results of your coverage will determine which is more effective for you.
Understanding what level of impact different types of coverage has on your business will enable you to better understand how to use PR for moving your business forward.
4. Coverage gives credibility and kudos.
Coverage is an endorsement, a recommendation from a trusted source. This can be hugely powerful in supporting and enhancing the development of a small business. Keep in mind that this effect is almost always cumulative and the result of numerous pieces of coverage to reinforce the brand's recognition amongst their target market. A potential customer coming to a new brand, often needs up to 6-8 'touch points' to develop trust in the brand before purchase.
If you're getting PR results that aren't straightaway translating into sales, keep in mind that it doesn't happen overnight. Keep going and the more you do to raise your profile, the more it will pay off for you.
If you're worried; check your website for ease of use, place featured products/services on your home page in easy access, share your coverage/name drop the magazines on social media, create a press page to list your coverage and genrally make sure that you are encourage your audience to become aware of your media endorsments.
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