Everything we do in media relations is done to change a behaviour or perception. You might want to attract more customers or attendees to an event; change a perception or build a personality around a business, whatever your goal there needs to be a tangible end result from your efforts.
Ultimately, there is no point in marketing if it doesn’t elicit a response, so everything we do must stem from that original aim.
The problem is, a genuine long term change doesn’t happen with one piece of activity, it needs to be reinforced on a regular basis.
Therefore, although big impacts can be made with the right message delivered through the right channel, the true value in using media relations is long term. If you maintain a clear focus on what you are looking to achieve, and stick with it, media relations will deliver.