Steve Rubel has some great advice for PR types obsessed with the eternal circulation question.
It doesn’t matter if you booked your client on the Today Show, if the audience your client needs to reach is watching something else. And if the blog you just got your client that big hit on has a readership of 50 – if it’s the 50 people you have to reach, you hit a home run.
One of the major problems I saw as an agency person – well ONE of the major problems – is the “column inch” theory of measuring the impact of a PR campaign. Let’s say you get your client five column inches in BusinessWeek and five column inches in some small town newspaper. Which do you think will count as more impactful in the column inch method?
Now imagine that all of the client’s potential customers happen to live within the bounds of that small town where you got them five column inches. Which story do you think really had more impact?
And at my last agency – which hit do you think got the account team more recognition from the bosses?
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