Do you remember the day when you got your dream car? How much fun you had driving around in it! Then, slowly, the feeling started to wear off and you wanted something shinier, faster and smarter! In fact, if you’re in sales, you’ll know that feeling you get when you are chasing the next big deal you get a huge kick when you bag it, but it only lasts a while before you’re after the next deal.
Well PR is a bit like that too, where you are constantly striving for, and demanding, the next big piece of coverage – the big national, TV or radio placement! The pot of gold at the end of the rainbow! No longer are we just happy with getting into the trade publications; we don’t feel like we’ve achieved true greatness unless we get into the nationals.
It’s an addiction! An obsession! And we suffer from it here at Eskenzi! What’s even worse our clients also suffer from it. It’s totally contagious, chasing the next big story for that fantastic fix. You get it once and you want more and more!
The funny thing is that most of our clients come to us very disheartened about PR. They’ve often been let down by their PR agencies, and don’t really believe that they can get great press coverage day in and day out! So, when they initially start with Eskenzi PR, they are delighted when they get into the likes of SC Magazine, Infosecurity, TechWeek Europe, ComputerWorld and Computer Weekly. But then they want more! They start loving the idea that they’re seeing hits to their website going up day by day and then peaking when they get a great piece published. Then they get into the likes of The Register, V3 or TechCrunch and still want more! Their sales teams start congratulating the marketing and PR teams, which we all know is virtually unknown for sales to do, because when they turn up at meetings prospective customers have heard their company name and are happy to talk to them. They see the power of PR.
Then the icing on the cake happens. We get them a hit in the FT – the golden chalice! Everyone jumps for joy! They send out emails to the company, their customers and go home feeling proud that they’ve done a great day’s work! It’s just the best feeling in the world – a buzz that nothing can compare to! Then they want even more, we want more and so it happens. The next week’s coverage is just ten nice hits in the trades, but they want the nationals,. In fact they want TV. And we then have to remind them that PR is all about peaks and troughs –good constant regular coverage in the tech press is just as important as the giant, circulation nationals!
Thankfully, at Eskenzi we can provide balance at the same time as maintaining our clients need for the big high! Maybe that’s why our clients stay with us for an average of seven years.
This week alone, we got three clients mentioned in the FT, three different ones mentioned in the Guardian and The Times, and ITV are doing a programme with one of our clients next week. That is all on top of 330 pieces of coverage this week in the trades (and we’re talking The Register, Huffington Post, BBC.)
This week is no different to any other – I’d actually say it’s been quite a quiet one, as some weeks we can get 120 hits in one day! I hope, though, that we never get tired of the kick we get for our clients, nor should our clients ever get blasé with the coverage – we love it, we’re proud of it and I know they are too! Who’d have ever thought that IT security PR would be such fun and keep providing the constant buzz it does?!