At BLASTmedia, we talk a lot about results. We teach all of our new team members the importance of achieving media coverage and how to achieve it quickly and effectively. Our secret really is no secret at all – we simply don’t let perfect get in the way of good.

Most business leaders will agree that simply putting more money, time and effort towards a goal alone will not yield better results. Instead, it can often take away from getting the job done in the first place. The same holds true when it comes to PR. Many editors or bloggers with whom you speak are experts in a certain space and will always know more than you about your client’s industry or focus. For that reason, doing endless research and perfecting your “pitch” before making outreach won’t get you any further ahead – rather, it could cause you to miss the editor’s deadline before ever picking up the phone. Instead, do just enough research so you are knowledgeable and prepared. At the very least, you make the call and get a dialogue going, opening the door for a coverage opportunity.

While effort is certainly appreciated, effort does not equal results. We get excited when major media outlets request a sample or more info on a client, but we make it clear to our team members that the end goal is media coverage. Let’s face it, anyone off the street could generate interest if they are offering up free product for review! We set weekly campaign goals, not affording enough time to let perfect get in the way of good – or risk falling short of the outlined goals.

If your current PR firm or internal team is passing off activity and effort as results, I suggest setting specific goals to test their aptitude in attaining actual results. If they fall short, get in touch with us! We promise to speak with you right away, not in two days after we have crafted the perfect response.