http://blog.schubert.com/2007/06/11/the-real-roi-of-public-relations/ Sharing marketing communications insights Fri, 16 May 2008 15:51:09 +0000 http://wordpress.org/?v=2.1 http://blog.schubert.com/2007/06/11/the-real-roi-of-public-relations/#comment-13 Gail Kent Tue, 12 Jun 2007 18:27:35 +0000 http://blog.schubert.com/2007/06/11/the-real-roi-of-public-relations/#comment-13 You are absolutely right. I have heard various equivalency formulas for PR vs. advertising, anywhere from three to seven times the value. But they are different animals, and formulas cannot account for the differences. Often clients do not understand how long it takes to see results from a PR campaign. Unlike advertising, public relations requires cultivating media contacts, finding the right angle and pitching appropriate reporters, and becoming a resource to reporters. All it takes to get media for an advertizer is to write a check. Advertising and PR both have their places, but you cannot exchange one for the other. You are absolutely right. I have heard various equivalency formulas for PR vs. advertising, anywhere from three to seven times the value. But they are different animals, and formulas cannot account for the differences. Often clients do not understand how long it takes to see results from a PR campaign. Unlike advertising, public relations requires cultivating media contacts, finding the right angle and pitching appropriate reporters, and becoming a resource to reporters. All it takes to get media for an advertizer is to write a check. Advertising and PR both have their places, but you cannot exchange one for the other.

]]> http://blog.schubert.com/2007/06/11/the-real-roi-of-public-relations/#comment-14 Lorena Crowley Wed, 13 Jun 2007 19:07:40 +0000 http://blog.schubert.com/2007/06/11/the-real-roi-of-public-relations/#comment-14 Absolutely. But for those clients who can't have it all, an interesting predicament arises. Writing out checks for advertising can cause quite a bit of damage to a marketing budget. But for those new to PR, waiting months to see beginning results can be very trying. It's a balance, but marketers open to strategic uncontrolled messaging and relying on long-term measurements, as opposed to short-term, can truly benefit. Absolutely. But for those clients who can’t have it all, an interesting predicament arises. Writing out checks for advertising can cause quite a bit of damage to a marketing budget. But for those new to PR, waiting months to see beginning results can be very trying. It’s a balance, but marketers open to strategic uncontrolled messaging and relying on long-term measurements, as opposed to short-term, can truly benefit.

]]> http://blog.schubert.com/2007/06/11/the-real-roi-of-public-relations/#comment-23 Chris Henneghan Thu, 21 Jun 2007 14:35:11 +0000 http://blog.schubert.com/2007/06/11/the-real-roi-of-public-relations/#comment-23 Another problem we struggle with daily is how to show ROI for online publicity. We know there is value, but how can one "prove" the value of a media with a seemingly endless shelf life and elusive audience? How can one measure the influence that multiple impressions (from ongoing online and conventional publicity) has on a potential buyer? The prospect may not respond directly to any one of the publicity items, but the collective experience may inspire them to accept a sales call that they might not have otherwise, leading to a multi-million dollar deal. Also priceless. Another problem we struggle with daily is how to show ROI for online publicity. We know there is value, but how can one “prove” the value of a media with a seemingly endless shelf life and elusive audience? How can one measure the influence that multiple impressions (from ongoing online and conventional publicity) has on a potential buyer? The prospect may not respond directly to any one of the publicity items, but the collective experience may inspire them to accept a sales call that they might not have otherwise, leading to a multi-million dollar deal. Also priceless.

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