Building Your Brand

Public relations is a lot like creating sand castles.

How many times have you carefully crafted a sand castle only to see your masterpiece stomped on or washed away by the tide? All of us have seen firsthand how external elements can derail even the most diligent efforts. Do we throw in the towel or set aside our shovels? Some of us do, but most choose to try again to build something better.

The same can be said about public relations. It’s not a one-and-done endeavor. Successful public relations requires buckets of creativity, determination and resilience. If one media pitch, blog, speech or newsletter doesn’t work, we don’t dump the entire strategy. We modify our tactics. A stronger mix and broader approach may be needed for the brand to stand the test of time.

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