When the economy is sluggish and businesses trim expenses, marketing-related activities are often the first to go. Instead of cutting marketing altogether, many companies are finding that working with an independent publicist, instead of an advertising agency or a large public relations firm, is beneficial.
"In challenging economic times, many businesses tend to reduce or eliminate advertising expenses and implement or increase PR dollars,” said Jeff Louderback, a former reporter and editor who is an independent publicist based in the Cincinnati-Dayton-Columbus, Ohio triangle. His PR blog is www.jefflouderback.typepad.com and his web site is www.writeperceptions.net.
“Public relations is a fraction of the cost of advertising, and when you hire an independent publicist, you pay lower rates because that publicist has a limited overhead. “In addition, when you work with an independent publicist, you work directly with someone who has extensive professional experience,”said Louderback, who has 18 years of experience in journalism and PR. “Your account is not given to an account executive who is just a few years out of college.”
Public relations is not only less expensive than advertising, but also an effective public relations campaign that generates favorable exposure through newspapers, magazines, TV stations, radio stations and the Internet has a wider reach than word-of-mouth alone. In addition, the public lends more credibility to articles they read and stories they hear about your company than advertisements they read and see.
“With PR, a company can increase its public awareness and personalize its story at a cost-effective rate,” Louderback said. "It is important, especially in slower times, to spread your message to potential customers and let them know what you’re all about. Public relations makes this an affordable option.”
People often confuse PR with advertising, but the two are dramatically different. Advertising places ads while PR places news. Both are designed to elevate consumers' interest in a product or service. Both often use the same media – print, radio and television and the Internet. This is where the similarities end.
The ultimate goal of a public relations campaign is to get a company noticed, and to attract business. A flattering article in the local newspaper or regional magazine creates a celebrity status for the person or place profiled.
Some people believe that they can write a press release, send it to the media and watch the publicity from published and broadcast stories pour in. If that was the case, then publicists wouldn’t exist. Effective PR is an art that involves writing well-crafted press releases with story angles that interest the media, not self-serving marketing verbiage. There is nothing more irritating to reporters than receiving poorly written press releases with no newsworthy angles.
“The ultimate goal of a public relations campaign is to create and maintain a buzz about the client’s business, build the client’s credibility and save the client money over traditional advertising alone,” Louderback explained. “Like advertising, PR requires a time commitment because coverage doesn’t happen overnight, but in a tough economy when many businesses have a limited marketing budget, PR is an ideal choice.”
Comments