Warren Buffet said it best: It takes two decades to build a reputation and five minutes to destroy it. For the purpose of this post, let’s focus on the first part of his famous quote.

Nobody is patient these days. People want things instantly. Who wants to wait for two decades?

Unfortunately, if you are a serious business that’s in it for the long haul… buckle up and be prepared to play this game for long term success. Public relations is vital to help companies build, maintain and protect their reputation. It’s not a magic wand you can wave. It takes time and it takes consistency.

Most clients want exposure that bring immediate results. Most times this impatience arises from the lack of understanding about PR, about the media landscape, or about their target audience’s behaviour. PR success requires time and patience.

It is just like wooing your partner. It’s not always love at first sight. Everyone wants to be wooed and wants to get to know you first before they can form an opinion about you; much less agree to marry you…or in this case to hand over their hard-earned money for whatever you are selling.

Most of our clients have annual retainers or on-going projects throughout the year. This is the tried and tested method that is dictated by how the media works, and how frequently you need exposure before you can get into people’s minds.

Quick hits are good for trending products. But ever notice how they lack staying power? The initial excitement is short lived until the next big shiny thing appears to take all the attention away. To achieve long lasting results, build upon a series of notable successes such as product launches, new partnerships, business expansion, and so on. Also, consider speaking engagements, community events, or media outreach. There are many ways to leverage public relations to build your reputation and get the results you want to see over time.