by Tom Rankin, APR
President, Thomas Rankin Associates

As a culture, we are conditioned to perceive as leaders and innovators those organizations and individuals we read about--positively--in the press. It follows then, that getting coverage in the press will help us become recognized as leaders and innovators. In perception begins reality.

Providing you have "the right stuff," PR can be a most effective tool for building corporate awareness--Identity, or Brand, if you will--and for gaining market share.

How it happens is as simple as Zen: you become by being. We generate positive news, and the press runs it. By doing this on a consistent basis, we become a resource to the editors, which gains us more coverage. Now, here's the Zen part: more coverage builds our reputation for leadership and innovation among the public and editors alike. This makes editors MORE interested in covering us! It's like compound interest or a snowball rolling downhill: the more news we make, the more credible we become as a news maker. The more coverage we receive, the more worthy we become to receive coverage. The more important we appear, the more important we become.


©2004 Thomas Rankin Associates

MarCom in Hard Times:
How to Cut Your Budget and Improve Results

Why a Marketing Communications Firm?
Putting Things in Perspective.

Turning Vision Into Reality:
A Primer on Strategic Planning.

Photos, Photos, Who Owns the Photos?

Press Kits: What, When, Where and How

Getting Your Message to the Right People, at the Right Time

Recent Articles by Tom Rankin

  What Does It Cost?:
How to Make an Apples to Apples Comparison of PR and MarCom Services.

Ten Ways to Make News
(and help sell your products).

PR and Propaganda: on the Ethics of Truth

Zen and the Art of PR:
Image Building as a Self-Fulfilling Prophecy.

Marketing PR in the Life Sciences:
A Primer


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