Run, PR Pros, Run! PR Lessons We Learned On the Run
In December, we collaborated with Girls on the Run, a nonprofit that teaches girls confidence through running. As a woman-owned business, instilling confidence in girls at a young age is important to us. We recognize the leaders and role-models who helped us develop confidence at an early age, allowing us to succeed in our own lives, so, naturally, this they seemed like the perfect partner. And, some of us like running…sometimes.
Our goal was to obtain 2,013 likes by 2013. If we reached this goal, we’d sponsor 10 Girls on the Run teams. That’s 150 girls! And if we exceeded the goal, we’d also donate our time to help with their public relations efforts for the year. Well, thanks to some really fantastic people out there in Facebookland, we not only reached our goal, but surpassed it. So, in honor of our new partnership, we decided to dedicate this blog post to all things running…well, more specifically, the things about running that relate to PR. Take it from us, there’s a lot you can learn from running.
It’s important to measure. As humans (especially, ones with limited cash and time), we’re pretty focused on results. It’s as essential as eating, breathing or the Internet. And it’s definitely true when it comes to running.
Sure, there are people out there who run for the mere enjoyment of running. (We call them crazy.) But let’s be real, most people run for the thrill of crossing the finish line, to know they ran faster than the day before or to fit into those pants that were just a little too small. So it’s important to measure by recording miles, timing runs or frequently trying on those pants. Otherwise, it’s just running for the sake of running, and for most of us (the sane ones, that is), that isn’t enough.
PR for PR’s sake isn’t enough, either. You’re a busy professional. You don’t have time to spend on efforts that don’t yield results. You have to illustrate how your efforts increase brand awareness, create buzz and generate new business, otherwise you’ll never know what gets you noticed and what ends up being overlooked. You’ve got to demonstrate growth and illustrate investment — in running and in public relations.
Variety is the spice of life, running and public relations. If you always run the same distance on the treadmill at the same speed you’re likely to (a) become incredibly bored — despite the personal TVs at each machine — and never run again or (b) you’ll unnaturally shorten your stride, hurt yourself and never run again. Either way, the end result is quitting, and to avoid that, you must shake up your routine. Did someone say cross training? What about yoga?
We’re certainly not personal trainers (lucky for you and not so lucky for our waistlines), but we know this much is true about running, because it’s true about public relations, too. If you put all your time and energy into social media you’ll end up ignoring all those potential customers who aren’t on social media — and believe us, there are still some out there. (Hi Grandma!) You need to embrace a variety of marketing methods to succeed, and that includes everything from press releases to social media calendars to T-shirts to events.
In running (and public relations), you get out what you put in. Running is an investment and so is public relations. Your first run won’t be a marathon, just like your first Facebook post won’t yield a million likes and your first press release probably won’t secure a The Today Show interview. With running, you have to start small and strengthen over time. The same is true for PR. You need to put in the hours, build relationships with the media and your brand’s customers. But after awhile, you’ll be on track, sprinting ahead and making headlines.
Runners are often up before the sun. They know it’s not nearly as glamorous as it looks. That those neon running shoes hide bruised toes. That the 26.2 bumper sticker was earned by always resisting the urge to hit the snooze button. But they know it’s worth it as they cross the finish line.
You can take that running lesson and apply it to PR. Public relations pros are up before the sun — or racing as it sets. They know it’s not nearly as glamorous as it looks. That those heels or shiny loafers hide tired feet. That the smile (and check) of a happy client was earned by always resisting the urge to hit the snooze button. But they also know it’ll be worth it as they cross the finish line.
There’s a lot from running can teach us about public relations — and life in general. The caring faces behind Girls on the Run certainly know what’s up. We can’t wait to work with such an amazing group. Now if you’ll excuse us, it’s time to hit the track.