| One of the primary reasons people become | | | | slam mentality to realize it, or enjoy it. |
| disenchanted with PR is because of what I call the | | | | Then again, there is another side of the coin, grand |
| grand slam mentality. Too many people believe that | | | | slams do happen. Be prepared. There are times when, |
| their first TV interview or magazine article is going to | | | | what you think will be a small piece will turn into a |
| be "it". It's going to change their lives. That one story will | | | | major article or TV segment. So, and this is the tricky |
| turn their business around. All of their problems will be | | | | part, even though you don't spend your time dreaming |
| over. Millions will pour in, they'll be able to move to the | | | | of hitting a grand slam, you had better prepare for |
| Bahamas and retire. Well, seldom does it happen that | | | | when you hit one. Awhile back we placed a seven |
| way. So, unless you like setting yourself up for | | | | minute segment on national TV for a small, start up. |
| disappointment, you best come back to earth with the | | | | Trouble was they had not explained how small they |
| rest of us. You are launching a professional public | | | | were. The TV segment struck a chord. It hit, and hit big. |
| campaign, not playing the lottery. | | | | Calls poured in from all over the country. The demand |
| I have had clients who have called, despondent that | | | | was overwhelming, so much so that their phone lines |
| their appearance on a national talk show or article in a | | | | blew. As far as we can figure, they received close to |
| national magazine did not result in thousands of calls. | | | | half a million calls in a little over a week. Here was an |
| One particular client was especially disappointed when | | | | incredible media success story that was not fully |
| a national TV spot we landed for her only resulted in a | | | | utilized. They were not prepared to capitalize on what |
| couple of hundred calls in two days. Even though that | | | | could have been a grand slam. Still, although they were |
| TV appearance paid for my service many times over, | | | | unable to take full advantage, it did launch their |
| helped build her business, and led to other PR | | | | business. So, don't start a media campaign expecting a |
| opportunities, it did not fulfill her grand slam | | | | grand slam, real PR success is defined by a steady, |
| expectations. It was not the super-jackpot, over-night, | | | | slow-but-constant built, yet, be prepared - because |
| life-altering event she had hoped for. She was well on | | | | grand slams do happen. |
| the road to PR success, but was too lost in her grand | | | | |