Getting something for nothing is always an enticing sales pitch. But falling for the lure of free publicity can cost money in the long run. It doesn’t matter whether you are Bill Gates, Warren Buffet or Joe the Plumber. We each have only 24 hours in the day and a certain amount of time we can devote to our business. Our successful clients focus their limited time wisely, leaving media relations activities to the experts. Publicity is a great marketing tool and helped build brands such as Google, Starbucks and Apple. But a public relations program has to be strategic. Anyone can get a story printed if their cat can meow the Star Spangled Banner or their child writes a bestselling novel. Most business stories require a well thought out marketing and positioning program that gets the clients key message in front of the right audience. For example, one organization recently received national coverage on CNN, but it was of little use to an organization that had only a few thousand potential customers in a well defined geographic area. One of our clients worked with us to develop a targeted media relations program that built relationships with their direct customers and end users. The result was a 4 to 1 return on their public relations investment.
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