The Placement Crash – The Failure of PR in the Conversation World
31 Jul 2006
Traditional public relations yields a common problem I call the “Placement Crash,” which is like a sugar crash in business. You get a brief “high” of publicity, which bottoms out fast and leaves you with no lasting benefit.
Here’s how it works: Imagine that you land one big “media hit,” such as a Business Week article mentioning your company. This publicity lures volumes of new visitors to your web site.
…That’s great, IF your PR firm, online communications expert, or anyone in your marketing department planned ahead of time to Capture the Conversation during and after peak traffic to drive sales or solidify new business relationships.
Most companies – including yours, probably – don’t do that. Therefore, much of that wonderful web traffic gets wasted.
New visitors click away if you don’t engage them immediately. Every time that happens, your PR/marketing team is costing you an opportunity.
Don’t blame them, however. They’re just doing the job they’ve…
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