Why PR is Like a New Puppy

It runs around in circles. It chews up your newspaper. It begs at the table. Then it ruins your carpet.

Is this a new puppy you just adopted from the pound or your latest public relations campaign? Well, they may have more in common than you think! Both can cause real havoc in your life if you don’t watch them closely. You may think it’s all walks in the woods and wagging tails, but both take a lot of work, often in areas you didn’t predict.

Here are some ways your PR campaign can act like a puppy – and ways to train it properly!

Chews Up The Paper

You sit down at the table to enjoy a delicious eggy-in-a-basket and cup of joe while you peruse the paper. Suddenly, while you’re distracted by breakfast, you hear a crunching sound and see your newspaper has been chewed up! Darn it, puppy!

Your PR campaign can be just as devastating, though. In fact, you may end up destroying the paper yourself when you see what your campaign has done in the news. If you’re not careful, things can get out of hand and you’ve got shredded paper all over your kitchen floor. Be sure to monitor media mentions carefully.

Runs Around in Circles

Puppies sure are weird. Sometimes they’ll just run in circles in the living room, chasing their tails for (seemingly) no reason whatsoever. It’s funny at first, but when you try to get work done it becomes an awful distraction.

Is your campaign running in circles too? Sometimes we get stuck in a rut with no end in sight. It’s like we’re chasing our tails for weeks and months on end – for (seemingly) no reason whatsoever!

To get unstuck from this rut, try to figure out exactly what the “tail” is – and move away from it. Refocus your campaign to run towards a goal instead of your rear rend!

Wets the Floor

Your new puppy needs a little housetraining. It doesn’t just automatically know not to make a mess on the floor when it needs to use the potty. Only after repeated corrections will it come to realize it has to wait until you open the back door to do its business.

Your PR strategies constantly need pushing and prodding to go in the correct direction. If you assume everything will work the way you want it, you could end up with a large mess. One you’ll be stuck with cleaning up.

If you train your campaign through structure and corrections, eventually you’ll get to a point where you’ll never have to worry about it again.

How can you train your PR campaign to act right? Do you have best practices for starting a PR campaign, or getting one out of a terrible rut?

This article is written by Mickie Kennedy, founder of eReleases (, the online leader in affordable press release distribution. Download your free copy of the Beginner’s Guide to Writing Powerful Press Releases here:

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