Public relations firms

Do you need a real public relations firm to get press releases noticed by the
big media?

Opinions?

What can they do that someone who is not a PR professional can not?
--
Robert Pearson
--
ParaMind Brainstorming Software http://www.paramind.net
http://www.rspearson.com/

"BrainstormingSW" <brainstormingsw@aol.comnojunk> wrote in message
news:c7mtf4019kt@enews1.newsguy.com...
>
> Do you need a real public relations firm to get press releases noticed by
the
> big media?

Not necessarily. If you can create an origianl promotion that gets press
attention. e.g. A radio station had their new morning crew dressed in white
tuxedos drive around in a limo and stop at diners handing out $100 bills.
Who was this? Bill Gates? Some whacky millionaire? Got a lot of press before
they were introduced on the air. A couple thousand dollars got them many
times that in coverage.

>
> Opinions?
>
> What can they do that someone who is not a PR professional can not?

Use their media contacts.

--
McWebber
"Richter points to the lack of legal action against his company as proof
that he's operating appropriately."
Information Week, November 10, 2003

"McWebber" <mcwebber@my-deja.com> wrote:
> "BrainstormingSW" <brainstormingsw@aol.comnojunk> wrote:
> > What can they do that someone who is not a PR professional can not?
>
> Use their media contacts.

And this is why they're effective and worth the money. This is also why
they're staffed with former reporters and talk show staff. If you wanted to
get hired by one of the major league public relations firms, they'd want to
know who you know in the news and talk industry and your relationship with
them. The more you know and can call up on the phone, the more valuable you
are to the firm ... if they don't already have those connections. When
reporters get fired from a newspaper, they commonly work for a PR firm until
they get another reporter's job ... saying they don't just stay in the PR
world. The wiser PR firms actually love to help their employees get hired
by news media and talk shows. The logic is simple. They've now got an "in"
on that newspaper, news program, talk show, or whatever. Reporters will
continue the relationship for a variety of reasons, such as not wanting to
burn bridges in case they get fired again and need another paying job to
cover that month's rent.

Having said all that, you MUST hold the PR firm accountable. They MUST
produce results for you and results you want. Have them put down IN WRITING
what they say they can do for you and then hold them to that. Tell them
this. And if they don't fulfill on their promises, fire their asses. And
when you interview them, do what they do with job applicants. Ask them what
contacts they have in the news media and talk shows and then make them prove
they have these. Look who are their current clients and call up these
clients and ask them what they think of the firm. Don't assume that because
they're remaining a client of the PR firm that they think the PR firm is a
good one. Some might right then be looking for another PR firm. Some might
not care what their PR firm really does for them. Call and talk to them and
find out.

As for measuring the worth of the results the PR firm produces for you,
that's really simple. Think how much it would have cost you to buy that
newspaper space, airtime, whatever. Triple that cost and that's what
they're worth to you. Why I say triple it is simply because getting a
reporter to report on your business, getting you as a guest on a talk show,
and such is worth more than purchasing advertising on those mediums. Their
readers/listeners/watchers tune out ads but tune in news articles or the
program. That's the main value of hiring a PR firm.

Scott Jensen
--
Like a cure for A.I.D.S., Alzheimer, Parkinson, & Mad Cow Disease?
Volunteer your computer for folding-protein research for when it's idle.
Go to http://www.distributedfolding.org/ to sign up your computer.