Financial pr agencies talk a lot about strategy.

They'll tell you, in their barren chrome/leather boardrooms, that the path to media success lies in:

This, of course, is bullshit bingo.

[caption id="attachment_1454" align="alignnone" width="414"]

Bullshit Bingo is a great game to play when you're in the boardrooms of financial pr agencies.[/caption]

None of it is true at all. Not a jot. It's all part of the Big Lie.

Thing is, though, companies, big and small, fall for it time and time again.

Financial pr agencies and the Big Lie

The Big Lie the financial pr agencies peddle is that you need a comprehensive and
to achieve media success.

And that without one, your brand's very existence could be under threat from day one.

The media, after all, are a ravenous swarm of harpies that will destroy you if you make one wrong move.

Nothing could be further from the truth.

Only strategy = no strategy

I've worked with countless companies, big and small, to establish their brands in the media and not once has strategy come into it.

Well, it has, when a client has brought it up, but we've always told them to stop right there.

The only strategy we've ever employed, which isn't really a strategy at all, is this:

GET AS MUCH F******G POSITIVEMEDIA COVERAGE AS POSSIBLE.

AND F**K THE REST.

You'll find that this strategy works. Well it has for 99% of the businesses we've worked for anyway.

It's very simple, too. No need for a whiteboard session.

And even better, no need to bring in the marketing team (not that they're much use anyway).

Journalists don't care

Truth is, journalists don't give a damn about your strategy.

And they're certainly not going to let your corporate soundbites and key messages slip through the net and into their articles.

All they want is for you to give them good content, and to keep doing so.

The rest is irrelevant.

So save your time, chuck the whiteboard and brand book out of the window, and just focus on developing fun and productive relationships with journalists and delivering them great content.

If you can do that, you'll get loads and loads of fantastic media coverage week in, week out.

Which is all most businesses want.