Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Why Public Relations Doesnt Just Happen > NetSparsh - Viral Content you Love & Share

Why Public Relations Doesnt Just Happen

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:

  • Nothing kills a bad product faster than excellent PR and advertising. Customers may purchase the product once and then, that's it.

  • When products are photographed, the samples must be in perfect condition. The camera picks up and magnifies very tiny flaws. Retouching is expensive, so be careful when you select product samples for photography.

  • PR is not a tool used to force retail distribution. If you try it, the move will come back to haunt you. When an editor asks for information about the retail distribution of a product and/or service, the PR agency had better have answers or the ability to obtain the answers quickly. Reporters and editors always manage to call for this information when they are on deadline so everything is a rush. A response such as we're planning to open outlets soon in your area is not the correct answer.

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.

  • Trade books usually publish one month in advance. Consumer books publish three, yes three months in advance. If you're hoping for a December magazine story, you'd better start planning in July or August.

  • If your agency is creative, it will come up with innovative "hooks" for your products or services.

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; Crestonassoc@aol.com

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

The Daily Freeman

PR Gov.: We're treated like second-class citizens
The Daily Freeman
During an interview on the one-year anniversary of Hurricane Maria, Puerto Rico Gov. Ricardo Rossello says that Puerto Ricans are treated like second-class citizens. TownNews.com Content Exchange ...

and more »

euronews

Raw Politics: who's winning the PR battle over Hungary?
euronews
There's a PR war brewing between the Hungarian government and the European Parliament following the decision by MEPs last week to trigger an Article 7 procedure and potential sanctions on Hungary for violating European values. The government of ...


O'Dwyer's PR News

SeaWorld's Ex-PR Chief Settles Blackfish-Tied Fraud Charges
O'Dwyer's PR News
Fred Jacobs, former VP-communications at SeaWorld, has agreed to settle a fraud charge for his role in misleading investors and to pay $100K disgorgement charges and prejudgment interest, according to the Securities and Exchange Commission. The SEC ...


Fox News

Alexandria Ocasio-Cortez claims Puerto Rico is still a 'colony' that 'deserves real self-determination'
Fox News
“Today marks 1 year since Hurricane Maria. A year later, Puerto Rico is still in shambles,” Ocasio-Cortez tweeted. “Some things to advocate today: 1. PR is still a colony of the United States. The island deserves real self-determination. We must say ...
Year after Maria, sisterhood reinventing Puerto RicoWDIV ClickOnDetroit
Sunrise Melodies and Tearful Reflections: Puerto Rico a Year After MariaNew York Times
1 year after Maria: Meteorologists recount the nightmare of Hurricane Maria slamming Puerto RicoAccuWeather.com
Miami Herald -AOL -Washington Post
all 3,512 news articles »

Patch.com

Joliet Seeks PR Firm On Alternative Water Source Project
Patch.com
(The following press release was issued Thursday by the Office of Joliet City Manager David Hales.) JOLIET, IL - The City of Joliet is accepting qualifications to provide public relations consulting services for Phases I and II of the City's ...

and more »

KVUE.com

AccuWeather in Puerto Rico: How NWS-PR was able to track Hurricane Maria without power
KVUE.com
During Hurricane Maria, the National Weather Service office in San Juan, Puerto Rico was unable to track the storm via radar due to power going out. All, but one satellite radar, the GOES-16. AccuWeather's Jonathan Petramala spoke with meteorologists of.


News 12 Connecticut

CT-based Save the Children continues with recovery effort in PR
News 12 Connecticut
One year after Hurricane Maria made devastating landfall on Puerto Rico, Connecticut-based Save the Children is still hard at work on the recovery effort. Save the Children's Director of Puerto Rico Outreach Luis Soto says a year later many on the ...
United for Puerto Rico Distributes Nearly $38 Million for Relief and Recovery InitiativesBusiness Wire

all 16 news articles »

5W PR Stands Up for Heroes
O'Dwyer's PR News
5W Public Relations will handle the Stand Up for Heroes event, which will include headliners Bruce Springsteen, Jon Stewart, Seth Meyers and others, slated for Madison Square Garden Nov. 5. Presented by the New York Comedy Festival and the Bob ...


5W Public Relations Announces Representation of Lesso Home New York Market
PR Newswire (press release)
NEW YORK, Sept. 20, 2018 /PRNewswire/ -- 5W Public Relations (5WPR), one of the top 10 independently owned PR firms in the U.S., is pleased to announce the addition of Lesso Home New York Market to its diverse roster of consumer home and lifestyle ...


The Sociable

News of PR Firms
O'Dwyer's PR News
Adding to that growth were the acquisition of New York City-based Owen Blicksilver PR in 2018; Lansing, Michigan-based Sterling Corporation in 2014; Atlanta-based IR Squared in 2011; and Detroit-based John Bailey & Associates in 2008. “The Lambert ...
Native Ads vs Banner Ads - SharethroughSharethrough
Originals - ESPACIO - Espacio Medellin IncubatorEspacio Medellin Incubator
How Content Promotion Changed Digital Marketing Forever - SlideShareSlideShare

all 9 news articles »
Google News

Public Relations Strategies: Focus PR Campaigns with Media Coverage Analysis

Prior to launching a new public relations campaign, evaluate the... Read More

What to Do When the Reporter Calls: Five Tips for New (and not-so-new) Business Owners

New business owners often miss out on publicity opportunities because... Read More

The Power of Radio - Tips for Great Radio Interviews

Many people are intimidated by radio interviews, whether live or... Read More

A Blueprint for Managing your PR

OK, as a manager, your goal is to show a... Read More

Managers: Super-Charge Your PR

Ain't a gonna happen unless business, non-profit and association managers,... Read More

How To Write A Press Release: The Seven Deadly Sins And How To Avoid Them

How to write a press release that generates free publicity... Read More

Press Releases

How do press releases or interest stories have an effect... Read More

Passing the PR Bar

The public relations bar, should such a proficiency measure ever... Read More

Same Time Next Year: Using Editorial Calendars as Part of your PR Efforts

It's the time of year when calendars crowd out the... Read More

The Art Of Persuasive Pitching

Media placement is an art. Practicing it often requires as... Read More

Can Newbies Avoid The Pitfalls?

Yes indeed! If you are a young person who has... Read More

How to Write Press Releases That Work And Get Free Publicity

One study found that as many as 90% of the... Read More

How To Get Radio-Active PR For Your Non-Profit Cause: Part Three of Three

HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More

Time Your News Release For Maximum Publicity

"Cindy, where's that story? I need it yesterday!""Coming right up,... Read More

Do You Have A Press Package?

How do you make a friend of the media? A... Read More

Sending Samples With Your Press Release-- should you or shouldnt you? Heres a guide?

When you should send samples with your press release:1) When... Read More

Media Relations: Should You Pay For News Coverage, Part II

Last month, we told you about "pay for play," a... Read More

The Ratings are Coming

Small businesses have always known the importance of word of... Read More

Publicity - The Right Media Person to Call for Free Publicity

You won't accomplish much if you call the gas company... Read More

Writing a Press Release: Inverted Pyramid Style

A term you'll hear in newsrooms, in editing meetings, in... Read More

Press Release Preparation

Small Business Owners should send press releases out at least... Read More

A Winning Game Plan

You want to sell your products or services, and that... Read More

Public Relations: Why it Works

The short answer is, it works best when its fundamental... Read More

Dont Do This to Your News Release!

Hundreds of thousands of News Releases are sent out all... Read More

For Financial Planners, Marketing and Publicity Is About You

For financial planners, getting publicity, in the end, isn't about... Read More