Public relations is not always an easy-peasy walk through the bark. A lot of times getting results from a PR campaign involves a lot of effort: thinking it through, brainstorming, drafting and then reviewing everything you need, choosing the right channels to communicate, reaching out to the media, bloggers, fans, evangelists, friends and partners, monitoring and measuring your progress, fine-tuning and starting again, right from the beginning.

It takes time and resources to make PR efforts work for a certain company, person, non profit or cause. But there are also times when an opportunity to make your story known just lands on your lap. An interview request , an invitation to speak at a conference, a friendly request to take part in a high profile online debate. Everyone would smile and cheer just thinking of such a possibility. But the reality is, a lot of companies just don’t find the time to make the most out of these opportunities. 

I know both from the stories of others and personal experience that companies, especially small ones, often ignore such requests due to lack of time or lack of resources (a person able to properly respond to such invitations). Some of you might be surprised, but it happens. Money is not the only resource that’s often lacking in the business world. Bare in mind I am not referring to companies that get media requests 10 times a day, but those where such events are not frequent at all and they could use the publicity.

If you find yourself in a similar situation, what can you do? Here are a few ideas:

  • Try harder to find the time. Offer overtime payments to your employees, free up a few hours in your own schedule, even if it messes up your weekend, but don’t ignore an opportunity to get some awareness for your brand and possibly reach some potential customers.
  • Find someone to do it for you. An agency, a PR freelancer, they are not that hard to find and for such a small project it won’t cost you a fortune. It would definitely cost you less than advertising in the same publication and also would be cheaper than paying someone to generate such an opportunity for your company.
  • If you just need more time, contact the journalist or conference organizer, or site owner and ask them for a few more days. It works a lot better than ignoring them. Even if they don’t have enough time, you can start a conversation with them and maybe convince them to keep you in mind the next time they cover your industry or an issue where your expertise is an asset.

Actually finding a solution for a problem is sometimes easier than it seems at first. Opportunities are not something to take for granted or ignore, they are something you need to spot and make work in your favor.

Have you ever been in such a situation? Do you regret missing an opportunity to get your business known?

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