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
Rolling Meadows Cadillac Escalade rental .. Lockport Chicago limo O’HareSo you have spent hours and hours writing, shaping and... Read More
When do you use the newspaper for publishing announcements for... Read More
Most small businesses do little to no public relations (PR)... Read More
Sure, as tactics usually presented to business, non-profit and association... Read More
During my career as the head of media relations for... Read More
Another way to really become known in your area is... Read More
I believe this about public relations.People act on their own... Read More
Imagine you're in the breakfast cereal business. You make the... Read More
What do Monica Lewinsky, Shoshanna Lowenstein, and even Richard Hatch... Read More
You are a spokesperson for your company, representing it for... Read More
Everyone is talking about the Ps of successful marketing, so... Read More
While awaiting economic recovery, business needs to attract the attention... Read More
It's a phrase I hear over and over again from... Read More
Today's issue of Lean Marketing Champions features tips on doing... Read More
Would you advise clients to buy a stock based on... Read More
Reporters, by nature, are curious people.If you can get them... Read More
Southern grandmothers have often said, "there are only three... Read More
Public relations changes minds in the process of delivering what... Read More
Many people are intimidated by radio interviews, whether live or... Read More
There are a lot of things that make a business... Read More
WHITE NOISEA client recently told me about a fascinating new... Read More
Yes, that's what public relations really is when it tracks... Read More
You can if, as a business, non-profit or association manager,... Read More
When most people think about marketing, they think advertising. While... Read More
A well structured press release in an excellent way of... Read More
Des Moines rental limo ..Publicity is an important and often overlooked tool of creative... Read More
No comment. These are probably the two most damaging words... Read More
You may remember Forrest Gump's Vietnam pal ? the one... Read More
Because PR can be difficult to control, it is often... Read More
Everyone knows the value of free publicity. And given the... Read More
Big corporations like General Motors and Coca-Cola spend thousands of... Read More
Want to get radio interviews and coverage in print publications... Read More
School BusesWhen approaching a school bus: Slow down; If the... Read More
From time to time, people ask me how public relations... Read More
I say public relations can be a matter of survival... Read More
I believe this about public relations.People act on their own... Read More
When properly applied by business, non-profit and association managers, public... Read More
Do you have a great idea for a story, but... Read More
They say that image is everything and some of us... Read More
"Don't say you don't have enough time. You have exactly... Read More
What are you trying to do with your business, non-profit... Read More
Wherever the fundamental premise of public relations is practiced.Look at... Read More
As a business, non-profit or association manager, let the tacticians... Read More
Done right, it helps modify the behaviors of your most... Read More
Photographs are essential for getting good publicity in the print... Read More
When your book is mentioned on television, sales go up.... Read More
How cool is this? You're a business, non-profit or association... Read More
Some people think that publicity is all about paparazzi snapping... Read More
You want to sell your products or services, and that... Read More
Recently, I told a friend (who's a business owner) that... Read More
Public Relations |