Rubbernecking PR and the whiplash ego don't grow the business.

So you're a big HR software supplier with a quality product and you've acquired that controversial firm, the one that used to have a questionable product and a burn rate greater than last year's Station Fire.

The rubbernecking PR campaign turned some heads, but now what? Did lead-gen jump? Revenue?

Most likely crickets started chirping in the smoky ruin faster than you could integrate the controversial train wreck you purchased.

Or maybe you're a new kid on the HR supplier block or a well-established brand that launched a new "bleeding-edge-game-changing" product/service that you're convinced will have analysts and big business media squirming in their seats for more.

More what? The Kool Aid tasted good but did buyer visibility increase? Lead-gen jump? Revenue?

Probably not; I've heard from many a business owner and CEO that big media placements and analyst reviews have their place and value but don't usually contribute to direct growth.

So unless you've got a whiplash ego that likes the quick-stop name-in-lights PR, there is a lot more hard work involved in your marketing and media outreach efforts to generate and nurture potential buyers.

Rubbernecking PR and the whiplash ego don't grow the business.

Okay, you know you wanted me to say it again:

You can't just put dog poop in a box, strap fireworks to it and light the whole friggin' thing on fire and expect to generate long-term publicity, traffic and leads.

It's harder work than you think and can push you to the point of passing out.

Here are some best practices in news distribution and media relations:

• Email your release directly to your short-list of targeted journalists you've been building relationships with (this is key), including local media (media relations). These folks are doing more with much less and are looking for trusted quality sources.
• Email your release to your short-list of targeted bloggers you've been building relationships with (and, if applicable, industry analysts you may or may not have scheduling briefings with).
  
• Do not spam journalists, bloggers and analysts with irrelevant or relevant news -- build relationships first!
• Send your release via a search-optimized Internet wire service - like PRWeb or Business Wire.
• Post the release to your own website's news page.
• Spread the word about your news via your social media networks.
• If you are publicly traded subject to fair disclosure regulations or believe your release has widespread and national news relevance (and you have the budget), send your release through a major traditional wire service.

Remember, you want to distribute your news releases to relevant bloggers, publishers, journalists and your buyers in order to build awareness of your news. You also want to get your release online so it can be indexed, found and shared.

Lovers of the whiplash ego -- I'm not saying stop with the rubbernecking PR. I'm just saying to accomplish the growth you need to sustain your business, you'll need a well-organized and executed news marketing campaign consisting of a number of different tactics.

(You can find more tips in our article titled Making Sense of Your Press Release Distribution Options.)

Post by Kevin W. Grossman (join me on Twitter, Facebook and LinkedIn - and now join HRmarketer on Twitter, Facebook and LinkedIn!)