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What do the Wall Street Journal and a house have in common?

by | Apr 29, 2013 | Advice & Tips

Years ago after we arranged for a client’s story to run in the Wall Street Journal, we called the publication to ask what the equivalent amount of ad space would cost. The shocking price was around $180,000. I remember thinking, “That’s the cost of a house!” Our fee for arranging that article was less than $10,000, which is still at the top of our Pay Per Interview pricing menu.

To accurately compare the value of PR versus ads, you also need to factor in the intangibles. When you run a paid ad, your audiences know they are being sold to. Space is usually tight so you must use a minimum number of words, and hope they are powerful enough to be memorable and convincing.

But with a PR placement, you have a credible third party (the reporter, anchor, radio host) giving a longer, more in-depth explanation of your product’s benefits. Over the years, we’ve gotten really good at telling our clients’ stories by working with reporters and editors who ultimately include our clients’ company or product in their publications and shows.

We deliver TV, newspaper, radio and online media placements that give our clients bragging rights. They repost them on their websites; they send them to customers, prospects and investors; they display framed copies on their walls; and they use them to motivate and congratulate their employees.

With enough budget, you can pay to run an ad just about anywhere. On the other hand, with that same budget you can secure a lot more media placements. Not everyone can be featured in the news, it is tough to meet the media’s standards. That’s why we’re very proud of the fact that every week we have a dozen or more media placements running for our clients across the U.S. and Canada.

If you would like your company’s story or product to be part of the news, call me at 952-697-5269.

 

 

Written by Heather Champine

Written by Heather Champine

Heather is a multi-faceted leader. She’s part marketing strategist, part consumer psychologist and part motivational cheerleader. “I love understanding what drives people to take action, especially when it involves getting the media to run stories about our clients,” she says. With more than 25 years of experience, she has the keen understanding and insight to know how to run an integrated campaign and what it takes for our clients’ stories to become the news. She enjoys leading campaigns for complex industries such as medical devices and technologies, as well as fun industries such as hair salons. She thrives on pursuing creative ways to educate consumers about clients’ products, and ultimately inspiring them to buy. “I appreciate becoming a part of each client’s marketing team. I cherish the long-lasting relationships, and successful marketing programs we have created together.” Heather also finds joy in her daily collaborations as part of our creative team. “I am grateful to work with publicists, writers, designers and other marketing experts, all enjoying what they do because they are using their God-given strengths. Our publicists have great instincts because they all have media backgrounds. When things get hectic, it’s often Heather who cracks the first joke. “We encourage people to be a little goofy and unique. Some of the best ideas and solutions emerge because we know how to have fun,” she grins. “I may say something like, “Remember this is PR not the ER. Now, lighten up and go book a great story idea with the media!”

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