The answer is: Anyone who wants to generate high-impact publicity that will attract clients, customers and revenue.
PR Rainmaking is more than a package of ready-made tactics. It is a strategic approach to thinking about the news media and how they can be used to:
- Gain attention.
- Establish credibility.
- Enhance reputation.
- Advance causes.
- Confront issues.
- Attract prospects.
- Add customers.
Entrepreneurs can use PR Rainmaking to make their ideas credible to lenders and investors. Once a company is launched, the entrepreneur can then use PR Rainmaking to open doors for the sales force and to lay the groundwork for going public.
Business executives can use PR Rainmaking to improve the reputation of a mature company or to establish the credibility of a young enterprise. Companies that are viewed as winners have a much easier time attracting customers and employees, according to one 1999 study by Yankelovich Partners. The study also showed that “winners” tend to do better on Wall Street, enjoying higher multiples on their stock prices, and thus significantly larger market caps.
Professionals can use PR Rainmaking to establish themselves in the public mind as top experts in their fields. Potential clients often turn first to the names they see appear consistently in the news media.
Not-for-profit executives can use PR Rainmaking to advance their causes, to put their issues on the public agenda and to improve fundraising results. Donors tend to give generously to the causes that appear to be in the most immediate need of attention, and tend to make their judgments based on what they see in the news media.
Anyone can use PR Rainmaking to advance a career, launch an enterprise, create a brand name, raise capital, attract a crowd, identify a worthy cause, spur action from the public or even fight City Hall.
Who can become a PR Rainmaker? You can.
Who should become a PR Rainmaker? You should.
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