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News You
Can Use |
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A
recent survey done by the Public Relations Society
of America (PRSA) and market research firm Harris
Interactive, refutes the popular conceptions about how
much people value news today – and where they get it
from.
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No
Surprise - PR Works! |
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It often seems as if the PR portion of the marketing mix
is the poor step-child, garnering the smallest of
budgets and only receiving recognition for the largest
successes and failures. Some recent technological
breakthroughs are proving that PR not only is effective
in getting the word out, but it actually offers strong
return on investment (ROI).
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Boiling
Over |
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There was a time when companies attempted to stonewall
the media – to “put a lid” on a potentially negative
breaking story. In today’s media world, trying to limit
the damage of such a story, by withholding information
and spinning, could be even more harmful to the company
than the story itself.
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Time
Consuming |
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Besides sleeping, people spend more time consuming media
than doing anything else. It’s estimated that about 11
hours a day are spent with some type of media, whether
it be radio, television, print, Internet, video games,
cell phones or other devices. This poses a very
important dilemma. How do you break through the clutter
with your message?
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According to
PRWatch.org in a scathing column in the Australian
Financial Review, journalist Neil Shoebridge wrote that if marketers
"knew how hard some [PR] firms work to pump up the billable hours
they charge back to their clients ... they would fire them and sue
to get their money back."
In response, the National President of
the Public Relations Institute of Australia, Annabelle Warren,
argued that the such practices would in breach the ethics code.
"Media relations requires consultants with strong experience and
high level skills. Good marketers know that handling the media needs
specialist public relations practitioners," she wrote.
It is an argument that is unlikely to
persuade Shoebridge, who suggested in his original column that PR
firms are hired "because the PR industry has convinced the business
world that dealing with the media is hard work. It is not: it
requires honesty and responsiveness, qualities that are in short
supply at most PR firms." |
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