| A PR Contract Had Better Get Follow-Through |
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By: Doug Bedell |
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 This pointer shouldn't be necessary, but it certainly is advisable. When a PR firm lands a client, it needs to serve that client well. Elementary? Well, apparently not always. In 2011, LogMyCalls hired a PR firm to promote its new call-tracking software. For months, the (unnamed) firm didn't produce any results. So LogMyCalls fired them and started its own PR campaign. Whereupon it logged four "hard placements" a week! On its own.
This isn't a pretty tale. But an occasional reminder that PR is a scrupulous craft, and needs to act accordingly, is appropriate. LogMyCalls provides some examples of its self-generated placements. Suppose more clients get the notion that this can be done? Not only is there no longer any utility in PR, there's no future. All because some firm, or firms, weren't scrupulous in the first place. Enough said.
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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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