Katie Clift
International Public Relations Consultant

Sorry, no… your company can’t just buy a positive reputation.

Sorry to burst your PR bubble – but, contrary to what’s become popular opinion – you can’t just buy your way to a positive reputation for your company. You have to build a solid reputation – and yes, it has to be built over time.

One of the biggest misconceptions about public relations in our fast-paced, globalised world is that a great reputation for a company can be created overnight. But perhaps now, more than ever, that has never been further from the truth.

Public relations – the art of building and maintaining a favourable public image of a company – can’t happen in an instant, or even in a few weeks. The reputation and public perception about your business must be strategically developed over months and years for the greatest impact and return on investment.

It sounds old-school, but the real value of PR lies in the long-term. It takes a decent amount of time to build a solid, trustworthy relationship with people in business – as in our personal lives. It can take an even greater investment of time and resources if you’re building a company reputation internationally – across multiple markets – too.

Sure, we may be able to buy our way to great reach, impressions, clicks and views through digital advertising – but it’s not the case in public relations. We have to learn to be patient and understand that the best pay-off from PR will occur over a longer period of time than what a quick-click campaign can deliver.

All categories of business in Israel – startups, small to mid-sized business, big business – need to understand the true value of a strategy that focuses on traditional, organic and earned media. It’s impossible locally and globally to simply invest money in one or two ad campaigns and expect immediate loyalty, trust, buy-in and engagement from the public.

Whether you’re at the helm and leading your company, working within an executive team or in a public relations, marketing or digital role – be encouraged to have a view and vision for the long game.

The investments we make today – every media release, social media post and interview – add up over time to create an unshakeable company reputation that can serve as a foundation for industry, community and cultural change.

Don’t be tempted to buy your way to great PR – especially internationally. Be patient as you execute your campaigns strategically, and watch for the return on investment over time. You’ll thank me for it!

About the Author
Katie Clift is Director of Katie Clift Consulting Pty Ltd - an International PR Expert specialising in local & global campaigns across all industries. With more than a decade of experience in local and international PR, Katie moved from Australia to Athens in 2017. Her company engages clients around the world, across all industries (from start-ups and entrepreneurs to global construction and manufacturing, health, lifestyle, medical, travel, tech and NGO's). She is also proudly an International PR Specialist with Asset Ogilvy Public Relations. For just one organisation alone, Katie led a media and public relations team to achieve more than 8000 feature stories a year in print, broadcast, and online media, including 120 front page newspaper stories - worth millions of dollars annually. Katie is a leading media and public relations commentator throughout Europe and Australia - her editorials are regularly featured in Mumbrella (Australia), PR Week (UK) and Times Of Israel (Global). She is also an in-demand podcast guest and conference speaker, presenting most recently at Engage Prague 2018 and the Union for International Cancer Control’s World Cancer Congress (Paris).
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