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Moments vs Momentum: consistency builds the foundation of effective PR


An image of Newton's Cradle

By: Ben Davies, Account Director


As consumers, we’ve become used to a world of instant gratification. Long day and can’t be bothered to cook? Deliveroo will bring you the food you crave in less than 30 minutes. Streaming - be it films, sports or music - creates a huge amount of convenience for our entertainment needs, wherever we are. Technology has, among many other benefits, streamlined a huge number of activities for us. From same day delivery to simply Googling a query, we have become accustomed to getting what we want, when we want it.


Sometimes, this expectation for immediacy can even bleed into the business environment, especially in a world newly obsessed with Generative AI. Automated processes, access to real-time data; ChatGPT will even read a multi-thousand worded report for you and provide a quick overview. Tech has made everything fast.


But leave this expectation at the door when you decide to invest in PR.


Setting Up for Failure

Typically, a business isn’t going to walk into overnight fame, with every tier one publication clamouring to interview its CEO. While it would be great to be able to shout news from the roof tops and watch the coverage come rolling in (it would certainly make the life of the PR consultant easier), results take time. 


It can often come down to being a matter of moments vs momentum. Everyone wants to capitalise on key moments for their business - a one of a kind product launch that is going to transform the industry, or an incredible funding round that involves an eye-watering amount of money. Whatever the moment is, a well-timed campaign - anchored by a strong story angle - can pay huge dividends. 


The issue here is that a moment in isolation is often doomed from the start. It’s almost heartbreaking when a business approaches an agency with an ‘moment’ in the pipeline… only to reveal it goes live in a month. It doesn’t make the campaign impossible, but from a PR perspective, it will rarely live up to its potential. 


Putting the yards in

Starting a campaign takes work. And a lot of it. A PR team needs to be given time to understand the brand and its messaging (or, in some instances, help create the messaging). It also needs to be given the time to curate stories, generate ideas and plan a campaign with realistic goals and expectations that can be executed effectively. This all comes before introducing the brand to media and beginning to build relationships. An effective PR campaign is created on strong foundations. It takes time, patience and understanding. 


Taking a sustained approach to PR, with clearly defined objectives, allows brands to create consistency. Consistent communication with target media, consistent coverage and consistent messaging. The PR team is allowed enough time, without unnecessary pressure, to learn about the brand, and communicate with relevant external audiences and stakeholders effectively. 


Importantly, consistent PR builds momentum, strengthens media relationships and enhances brand awareness in a sustainable manner. Better yet, if - and when - in the flow of momentum, a big moment arrives, PR teams are better positioned to plan and execute targeted campaigns that generate the best results. The hard graft of brand discovery and relationship building has already been done. At this point, they can simply reap the fruits of their labour.


How Long Does Momentum Take?

It’s difficult to put a number on exactly how long it will take for a brand to get to where it wants to be. There are a number of variables to consider. What does the end goal look like? What kind of resources can the brand commit? This doesn’t just account for financial investment, but the time it can invest in working closely with its PR team to create engaging stories and content that will resonate with media. And importantly, how willingly will the brand listen to feedback from its PR team? Those that can remain agile and adaptable will typically fare better than those who refuse to move away from self-serving, regurgitated marketing messages.


No matter the circumstances, a three month project - at an absolute minimum - should give an agency or freelancer enough time to demonstrate valuable progress. After three months, progress, and ultimately momentum will likely be evident.


Regardless of whether it takes three months or three years to meet a brand’s goals, PR is not a short-term investment. It should be viewed as a long-term collaborative partnership, designed to build awareness, credibility and trust for a business. Brands that look to turn PR on and off whenever it suits them are wasting both time and money.

CONTACT

Jargon Group HQ

Eversley, Hook, Hampshire

RG27 0NT

United Kingdom

 

contact@thejargongroup.com

 

+44 118 973 9370

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