Collecting the other 75% of your PR paycheck

Getting more media placements, more often, is pretty much the bread and butter of our discipline. But today I’m going to make an effort to expand your thinking about just how valuable what you do actually is.

Have you ever thought about what happens in the days, weeks, months and years following a successful media placement?

There’s a LOT that can happen, from increased search engine rankings, to an influx of product sales, to doors opening to new opportunities and more.

Connecting the dots between your inputs and those outputs, however, is easier said than done.

Most PR pros look for an industry standard for how to do this (there isn’t one!) and then just kind of give up with this and plow through to the next item on the to-do list. “Who’s got time to figure this stuff out, I’m busy!”

If you’re aiming for Media Relations Master status, I’d recommend you not ignore this issue.

Getting media placements is PR Success Step #1. That’s obvious. Accurately and effectively understanding and communicating the true value of those placements is an entirely different matter.

I’m confident to say that every placement you get is roughly four times MORE valuable than you think it is. That means most PR pros are really leaving about 75% of their value unrealized.

If can prove your value, you reap the rewards. If you can’t prove it, you lose it.

This is such an important issue that I focused an entire six-lesson module of my Crafting the Perfect Pitch online course on showing you how to do this.

Inside the course, I go through my entire approach to pitching. Plus, I give you the strategies, tactics and framework for communicating to your boss or client just how valuable what you do is.

First, YOU have to understand your value, then you have to get THEM to understand it.

PR pros don’t just “issue press releases.” That would be like saying the world’s best chef just “chops onions.” Yes, it’s one of the activities, but that’s not where the value is.

Your value does not come from what you do, it comes from what others get because of what you do.

PR pros help to build companies, they help to grow revenue, they spread powerful ideas, they change minds, they empower missions, they help to strengthen relationships between organizations and the customers and clients served by those organizations.

And that’s just the beginning…

The question is, can you prove that value to your boss or to your clients?

If you want to collect on that 75% of your value you’re leaving on the table, enroll in the Crafting the Perfect Pitch course and get to work.

You might be surprised at how quickly you see results from what you discover in there.