| Publicity is a Process, a Patient One |
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By: Doug Bedell |
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 A level-headed post by Bruce Serbin on Ragan's PR Daily (okay, some of you may have seen it already) gets right to the point of professional public relations: Done well, PR is a patient process through which awareness is built steadily over time. Clients might want quick results (say, a month of your time), but, says Serbin, correctly, "Publicity is a long-term strategy that takes time and the ability to develop new story angles and play off current events." Keep making that clear if a client becomes impatient.
Yes, you need to be accountable for the service you're providing; you need to be creative and resourceful in response to the value being offered. But building recognition is a longer-term process than a client's sometimes wishful expectations. Serbin's post provides nine other level-headed precepts, but this one is the heart of the matter: publicity is a patient process.
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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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