Tip Sheet: More Of The Same, And Better: How To Expand Your Program After Its Initial Success

Expanding your program and budget after a successful PR initiative should provide a win-win scenario: creating more exposure as momentum builds and elevating awareness from the initial burst of coverage, making it easier and more cost-effective for you to get more and better results. Therefore, a successful initial program should most often lead to additional budget for more activities. Unfortunately, PR pros are trained as communicators and consultants, not as salespeople. So when it comes time to expand programs and services offered to clients after an initial success, often they don't know where to start. PR agencies too often overlook the leverage to be gained from demonstrating the ROI from successful results, while corporate PR people often don't know exactly how or when to assert themselves by taking advantage of a successful initiative to lobby for additional budget with internal clients.

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