Marketing & Public Relations Tools 17 Oct 2007 12:08 pm
PR greatest marketing tool, writes Forbes.com
We all know that media are moving and changing fast as new Internet offerings are available—blogs, podcasts, the social media of Facebook, YouTube. People are going to new media for their information because of search engines’ speed of delivery and the individual’s rapid access to immediate news.
But what has not changed, according to a recent Forbes.com story, is “The Single Greatest Marketing Tool: the allure of public relations,” which is writer Lisa LaMotta calls “the discipline of shedding benevolent light on a person, company or cause by tapping the news media,” print or online.
“PR offers a potentially huge benefit that advertising does not: third-party approval,” she explains.
The main key to reaching media is to know what audience you want to reach and then driving for stories in online or print media that reach those targets with compelling information (messages) about your business or organization.
There is no magic to PR. It is a simple process of knowing your audience and messaging and targeting writers who cover the space you are in.
Measurement is an important issue to prove the value of PR. The most common way to measure is “hits,” coverage in online or print media. And there are more subtle messages as well, such as getting your prime messages included in an article. Ad equivalency, or the cost to run ads that cover the space of the stories you get through PR, is another useful way to measure.
Posted by Larry
Save This Page
Subscribe to this site