You’ve got big plans for your PR campaign. You know exactly where it’s going to go, at what times, and how fast it should grow. You even know what kind of people you want to pay attention to your campaign and why they’ll tell all their friends and family about your company because of it.
Very quickly, though, you find out that all of your planning was for naught. Your campaign has taken a totally different turn than what you expected and you’re not too happy about it. Right now you have two choices: let it ride or force it to go the way you want.
Which is better? Could actively grabbing the campaign by the ear and dragging it a different way hurt you in the long run? Let’s take a look.
Stay the Path Vs. Redirection
Let’s say you’re the owner of a puppy-themed calendar maker. You’ve got some great ideas on how to reach a wide variety of people, including a radical plan to turn the Internet’s love into cat/kitten themed memes into a more puppy-focused love. It’s crazy, but it might just work.
Except, interestingly enough, the campaign makes customers flock to your company and demand kitten calendars. They love your puppy calendar idea and buy them up, but the overwhelming message you get back is “go kitten and succeed.” It’s not exactly the message you were looking for, nor was it the direction you wanted to go in.
So now you can decide whether to stay with the puppies or listen to your fanbase and try out the cat angle. Staying the course means not getting that precious cat-lover money. Redirecting your campaign to include the cats means potentially alienating the hardcore dog lovers who hate cats.
Redirecting could offer you brand new potential. For instance after working with the cats you could discover expanding to a “cute animals line” would work, including sloths, turtles, and baby elephants.
As mentioned, straying from your original plan could alienate some of your core fanbase. If you set out to make the best puppy calendars on the planet but suddenly switch to cats, sloths, and other animals, your original fans may take issue. They could feel you’ve “sold out” to bring in more customers.
Also, thinking long-term for the health of your business is important. Sure, going with the cat idea seems like a good idea now, but how fickle is the fanbase? Is it actually worth giving up your core campaign idea to pull in some quick cash? If you and your employees won’t be happy with a new direction, there’s no point in doing it. It will kill your business as nobody will be satisfied with their work.
But of course that’s for you to figure out. Every business has that moment where they have to make a big decision if the direction they’ve chosen is the correct one. While a lot of it comes down to numbers and bottom line, a good portion has to be attributed to your gut. If it doesn’t feel right to you, there’s likely a reason.
Have you ever had a campaign suddenly take on a whole new direction?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of 7 Cheap PR Tactics for Success in Any Economy here: http://www.ereleases.com/offer/7cheaptactics.html