Public relations is a very important part of the marketing mix. A successful PR campaign provides third-party endorsement of products or services which is something no other marketing element can deliver. Many people think that once a company starts advertising, editors beat a path to your door. In some cases, that actually does happen, but it's not the norm.
Public relations is very different from advertising. One main differrence is that you can't buy media placement. The story is either newsworthy, or it's not. Paid placement is called advertising.
Both marketing elements are important, but public relations can sometimes be a slow build. Results don't happen in a few weeks or in a month, especially with the three month lead time needed for magazines print deadlines. When dealing with television, newspapers or radio, the three month lead time is not an issue, but competition is an issue.
There have been situations where we've had an instant success story. We created a museum event in Philadelphia at a small children's museum that was an incredible media success story. Every newspaper, ethnic publication and television station showed up for this event. Over the years, we've also had a number of press conferences with tons of media coverage the next day. This is expecially true if the news is sensational or the product is very popular at retail.
In one case, we generated thousands of stories for a client, but we were trying to generate an article in a major business paper. Nothing worked. The editor was interested, but he didn't understand the point we were using as the "hook" for the story. When we finally drove home the point of differrence between mass market retailers and specialty retailers, he wrote the story and it was fantastic. Our story ended up on the front page of the business section minus one column, but it took months and months of work.
Many clients don't understand the PR process. For example, when I was handling the marketing for a major children's line of licensed apparel, the client had signed the advertising contract, but not the public relations contract. He just didn't understand the entire subject and finally asked for a meeting to discuss things. Shortly into the meeting, this charming, grandfatherly gentleman looked at me with a straight face and said, "Why do I have to pay for this, doesn't it just happen?"
At first, I thought he was kidding, but then I could see that he simply didn't understand the process, or the discipline. After a rather lengthy discussion, he signed the contract. The campaign was a big success and so was the clothing line.
Some clients don't have the budget for the entire marketing mix of trade advertising, consumer advertising, sales promotion, web site development and PR. Many will start with PR and trade advertising and then increase their marketing budget over time.
How To Choose An Agency
When you are ready to consider an agency, what should you look for in a PR team? For starters, the chemistry has to be there. You also need experience and media connections. Don't hesitate to ask for client references. Once you have them, pick up the phone and make some calls.
Don't assume that the new business people will service your account. If there is one account person that you feel has the expertise you need, consider requesting that this individual be the point person on your account. The agency should be willing to agree to this request in your written contract. Beware of bait and switch, where you are courted by the new business people who will never be seen again after the contract is signed.
What You Can Expect
Some points to remember:
Put yourself in the editor's place. He/she is interested in writing about your product and the readers expect to be able to find the item in local stores, on respected web sites, or in catalogs. If they can't do any of the above, the editor will not write about the product.
I have had consumers track me down because they wanted a specific product and could not find it at the retail store mentioned in the article because the item had sold out. One Christmas, I was practically running a mail order operation out of the agency because frantic consumers were calling for one specific product that did not have wide retail distribution.
PR is a wonderful marketing tool, but you must understand the basics to understand how it can work for your company.
Diane T. Creston - Creston & Associates, Ltd.
About The Author
Diane T. Creston has over 25 years of marketing experience covering a wide range of products and services. She has handled campaigns for Fortune 500 companies as well as companies with new product/service introductions. If you are interested in learning more, please visit: http://www.crestonadvertising.com; http://www.crestonadvertising.com
expert residential cleaners Park Ridge ..Can you honestly say that your business, non-profit or association's... Read More
Does it really make sense to bet your PR budget... Read More
Business, non-profit and association managers get a ton of satisfaction... Read More
This guide to "SEOing" your PR efforts can help you... Read More
Reporters, by nature, are curious people.If you can get them... Read More
Publicity is an important and often overlooked tool of creative... Read More
Early in my career as a public relations consultant, I... Read More
1. Appearing in other types of media is the best... Read More
The Acai Berry is starting to gain world wide recognition... Read More
"I want a pony, a tree house and the fastest... Read More
It took me a while to see just HOW crucial... Read More
"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More
You never know when 60 Minutes will knock on your... Read More
You've probably noticed, if you live on this planet, that... Read More
Because when it comes to public relations, non-believers can produce... Read More
In larger cities with many outlets they are competing for... Read More
Public relations is a very important part of the marketing... Read More
Everything, that is, if you ignore those folks whose behaviors... Read More
You're trying to recruit a downline into your program, you've... Read More
There's an old African proverb:"If you think you are too... Read More
It's safe to say that we live in interesting times.... Read More
When a reporter is wowed, intrigued, surprised or captivated by... Read More
What do your customers say about your company?Would you let... Read More
I am often asked by clients to target USA Today... Read More
It's hard to imagine a reporter working today who doesn't... Read More
green cleaning service Park Ridge ..UNDER FIREA friend whose organization is often in the media... Read More
Well, autumn is upon us and with the onset of... Read More
Hundreds of thousands of News Releases are sent out all... Read More
What may be the more appropriate question is: What makes... Read More
The public relations goal and strategy make sense; the message... Read More
Trade publications present an excellent opportunity for organisations to gain... Read More
If, as is often the case, you are preoccupied with... Read More
Quite a bit, actually. Public relations helps business, non- profit... Read More
Media management has become one of the strategic tools for... Read More
Media kits include a combination of information whether created for... Read More
The toughest thing about writing a news release is getting... Read More
Community relations is one of those marketing strategies that isn't... Read More
Almost every day, I hear the same question, over and... Read More
If you get the hang of speaking to the press... Read More
The notion that a business, non-profit or association manager can... Read More
Smaller companies don't always have the budget - or inclination... Read More
One study found that as many as 90% of the... Read More
The media live by the calendar. Your story pitch might... Read More
To many marketers, the press release is something of a... Read More
Prior to a TV interview it is guaranteed the journalist... Read More
Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch... Read More
Does it really make sense to bet your PR budget... Read More
If your product or service can be given as a... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
Once considered the stepchild of the publishing industry, custom publishing... Read More
Public Relations |