This is a good question and a question we field very often from current and new clients. The short answer is campaigns can be designed and effectively dialed up or down in accordance with client needs and desires.
Of course, there is more to it than that. There are a few key considerations that must be addressed.
1. What do you want to achieve and how aggressive do you want to be
from the start?
As with any campaign, there are certain start-up tasks that must occur – company/
product research, competitive and market research, strategy plan development, media database development, media outreach materials creation, etc. However, the agency has the capabilities and resources to move as quickly as the client desires in order to achieve an immediate and measurable impact.
2. What are the primary challenges to achieving immediate impact in the marketplace?
We must evaluate any challenges that could hinder success. For example, how well known is the brand and have there been any recent relationship with the media on behalf of the company. If a brand is relatively unknown in the marketplace, it will be critical to establish brand creditability as quickly as possible.
3. What content is currently available to support publicity and media relations?
For example, do we have quality case studies, quality product and application photography, white papers, etc. We will need quality and quantity content to help drive a steady stream of quality media coverage.
4. What media are we targeting?
It is also important to recognize media lead times. Digital coverage can happen in real time for both consumer, business and trade media outlets. Print and broadcast outlets, on the other hand, will have lead times ranging from several days to several months. As a result, we will need to adjust expectations regarding when certain types of media coverage will likely appear.
5. Who will be the face of the company and how accessible will he/she be?
It is critical that company spokespersons be prepared – media trained if necessary – and available to speak with media as opportunities present themselves.