PR vs. PAID ADVERTISING

Marketing, a form of promotion, is about getting people to buy something, typically with advertising campaigns. Advertising is essential, and public relations can help stretch your advertising budget and bring more value to the dollars you spend. In fact, there may be times when, by working with the right public relations specialist, you can augment your marketing message without investing additional dollars on advertising.

When I work with clients, my goal is to be as creative as possible when getting publicity. One of my strategies is making the most of what’s called, EARNED MEDIA. These are campaigns that don’t require you to spend more of your dollars in the newspaper, on the radio or even on television.  Instead, you earn coverage.

This can work for you or against you – as some celebrities have seen. The media is lying in wait for interesting stories; good or bad. If you’re on the receiving end of a reporter’s race for a story, how you handle bad news about you or your company is vital. Just think about Beyonce since the Super bowl. The media has been all over the fact that she lip synced her performance. It wasn't a crime, but it sure got attention. 

Anyone who was around during Watergate in the 70's will remember how the media portrayal of that incident brought President Nixon down. It wasn't as much what he did as it was the cover-up. Translated simply: Bad PR.

It’s not worth the risk.  It's better to work with a public relations professional.

Here's a great PR example of a school who ran out of water for their students and needed a positive spin on their dilemma to encourage donations.
http://bit.ly/PeakToPeakCharterSchoolKGET

If you’re wondering how using a professional PR person will help you earn free coverage or deflect bad news, please contact me for a free consultation.   Call (855) 433-2447 or email me at wendy@theideagirl.com.   For more info visit www.IdeaGirlNetwork.com