The questionable personal conduct of New York’s soon-to-be ex-governor is actually a great analogy for many companies’ PR practices: They go out and spend a lot of money on “PR one-night stands” that get them short-term satisfaction, but really does them no good at all. At the same time, they have a reliable companion — in Spitzer’s case his wife, for B2B companies their agency — that is there for the long-haul to build their reputation and strengthen their position.

Jumping on random single opportunities for a PR mention here or a placement there without any long-term commitment is using the media like an escort service. It’s not memorable and it doesn’t build relationships with editors or readers.

PR needs to be strategic, valuable to both participants (the company and the media outlet) and be built on a foundation of trust. Continuity and continuous messaging is what builds an editorial relationship and ultimately expands a company’s ability to obtain more positive PR exposure. It also builds long-term mindshare and elevates brands in the minds of readers. One-and-done is completely forgettable for the reader and ruins any chance of having a relationship with an editor.

Listen to your PR counsel. Trust that they have your long-term interest at heart. Be willing to be patient and build long-term PR relationships. Ultimately they are much more satisfying than simply grabbing for something that will prove meaningless once it’s done.

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1. PR does not stand for “press release”
2. Big 80s marketing will not return big online conversions
3. PR the Dr. Doolittle Way
4. Brand is the shark of the marketing world
5. Search marketing up 31% in 2007

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About the author:

Brian Courtney is a Sr. Social Media & PR executive, bringing Schubert more than 15 years of corporate PR and editorial experience. Brian enjoys traveling to exotic locations, creative writing and spending time with his family.