The first time I got one of my clients on CNBC was a bittersweet experience.
We got this CEO on, had him tell his story, answer some questions and establish some leadership in the industry. For those of you PR folks that have accomplished this kinda thing, you know very well that even though he was on the air for about 3 minutes, the amount of work that went into it far exceeded just 3 minutes.
So to have something like that happen fairly early on in my career, I found myself on my own dreamy little cloud nine, high-fiving myself a few times – I felt like catching a movie afterwards and calling it a day, I was feeling so good.
But within 2 hours of the CNBC spot, the CEO called me, asking, “umm….so how is that writer with the Wall Street Journal moving along…?…when do you think we’ll be able to get that interview…?” As I fielded his questions, I grew more and more upset. After hearing about a minute of this conversation, it was all blah, blah, blah to me because I was thinking to myself, “ DUDE…!…Didn’t you just sit your keester on a chair in the CNBC studios and do your thing in front of millions of viewers…?…a few hours ago…?!”
At the time, I was pretty upset about him taking me out of my little PR Nirvana. But I can look at it all now and be grateful for that jolt back into reality.
Because you have to ask yourself: What happens after you knock it out of the park…? Where do I go from here…?
I can tell you what NOT to do:
- Don’t take full credit for the hit – chances are, the lead/the idea/the contact came from some kind of help. Make no mistake about it, the more you share, the more likely you are to be part of a winning team.
- Don’t’ think that you’ve found a catchall formula – just because it worked this time doesn’t mean that it will work again. Keep this win in perspective – did you get lucky because you caught the assignment desk in a pinch…?…did you ‘strike gold’ because it worked for your client seasonally…?
- Don’t’ think that this media coverage can stand on its own – there are other important media outlets and influencers that can ‘move the needle’ in a positive direction for your client. There’s probably a decent amount of these folks that aren’t necessarily household names, but every bit as important to your efforts.
- Don’t think that your performance (nor your client’s) can’t be improved – how could that interview have gone better…?…How many ‘uhh’ and ‘well’ pauses did your spokesperson have on the air…? The reason why people like Tiger Woods, Meryl Streep and Spike Jonze keep people enthralled is because they keep refining, re-tuning and re-discovering their craft.
- Don’t think that once you’ve hit one outta the park at Fenway that you can’t go back to Fenway and do it again – there will always be other opportunities to explore. You just have to be smart about it and see if there are other perspectives, ways, etc. to tell the brand’s story.
- Don’t just stop here – if you can and if it doesn’t interfere with your outreach, leverage this hit for other pitches. Consider providing a link to the interview as further background and validation for what your client does.
And be sure to use this excitement after you’ve landed this kind of ink to your advantage. Keep moving forward and keep rocking – there’s a good possibility that when a nice thing like this happens, there another one or two lurking around the corner.
Could be just another little slice of PR nirvana for you.