Public Relations is Not a Vending Machine For News Coverage

Otter Pr Reviews: A Wisconsin businessman’s online advertisement could be entertaining without an untruthful perspective of marketing communications. In a professional discussion forum and personal care product business owner has recently proposed”a “challenge for public relations firms”:

If you can have my work published in one of the newspapers listed below, We’ll pay you an agreed-upon fixed amount.

A vending machine for publicity is, in other words, with the exception that the user can deposit cash at the time his selections are disbursed. This sounds like a business model inspired by J. Wellington Wimpy of Popeye comics fame, who famously stated: “I would gladly pay you Tuesday for a hamburger today.”

The key to turning that proposal Agreement From the World of Bizarro from humorous to cautionary is the notion that it is not limited to a single Milwaukee-area business owner that public relations are purchasing media coverage. This is true in newspapers, among other places.

Take a look at how the question that was posted on 24 March 2010 on LinkedIn starts:

P.R. firms will always advise that you will get your product or company featured in major newspapers in the USA.

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What is it? In what alt. universe?

Otter Pr Reviews: During the first meeting, a reputable P.R. company or consultant would tell you that media relations are only one method — becoming less crucial in strategic marketing communications.

In general, the editorial content of newspapers is not the primary goal when consumers and B2B purchasing decisions are more heavily influenced by online reviews, search results, blogs, and social media. SEO or blogger relations and social media interactions are more important than having one reporter at the moment to highlight a brand or product.

“This is a very superficial approach to building and sustaining your corporate image,” says Jed Nitzberg, owner of Flashlight Marketing Communications of Marietta, Ga., in reaction to the post. “No serious professional would do this type of ‘pay for play” model. Anybody who guarantees coverage is blowing smoke over your”you-know-what.”

Furthermore, before agencies could even attempt to secure meaningful coverage for the Wisconsin applicant’s home-haircutting device and “spinal care system,” the team will develop specific points and newsworthy pitches to be based on:

Market research
Competitive analysis
Best practices in the industry
Rebranding or identity branding
Message development
Other preparations for the campaign

“In the vast majority of cases, P.R. pros deliver proven results for companies that actually have a story to tell,” is an email response by Cyrus Afzali, owner of Astoria Communications in Sloatsburg, NY. “A lot of companies don’t get ink simply because what they have isn’t interesting enough to a broad audience.”

The offer will be to compensate just for advertising, so the time spent on developing campaigns is speculative, which could be a more attractive lure.

The Wait There’s more to come:

This arrangement is simple to monitor, and we’d pay the charge within the day the article is published in the newspaper.

Is it really? Very easy to follow? Let’s go back to the actual world.

Is one paragraph from the roundup of products considered a product roundup?
Can a quote from the owner of an article be considered newsworthy for inclusion in a news feature if the owner comments on salons instead? Hairstyles at home or back discomfort?
How about a picture of your product with the caption?

As independent P.R. professional Amanda Cooper of Victoria, British Columbia, suggests in a LinkedIn response:

Many people believe that all public relations are positive publicity. Be careful what you wish for. What might be the outcome when a P.R. professional accepted your suggestion and drafted an unwelcome writing assignment? Does the P.R. pro still get paid?

Hold on. If an unsatisfied bottom feeder bites and even the case that positive coverage is gained, What do you achieve?

Here’s the accounts director Mary A. Burns at Group 55 Marketing in Detroit says it in her forum reply:

Otter Pr Reviews: You’ll require more coverage than a short article… First, you must be able to manage how your brand’s image is presented. What are the benefits your business or product will get? What else can you do to help this goal be achieved? ?… Determining your goals clearly before the beginning of the process will enable the creation of a plan for strategic — and efficient marketing and media strategy.

At the bottom of the line, I wonder if anyone would be interested in this pay-per-click piece Automat offers.

Takeaway This call for the submission of a piecework plan is an affirmation of the professionals’ need to prove the advantages of strategic P.R. There isn’t a lever for public relations or a button.

Otter Pr Reviews: Learn how an ex-journalist with experience in marketing can help raise awareness about your company efficiently and effectively. For a free phone consultation and project proposal, call 248.258.5982 or visit [http://www.astamm.com/] to send a message.

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