PR is playing a more important role in our marketing communications mix. Why ? Our A&P budgets are too small to afford us to advertise and we have to think about the cheaper alternative of PR. Yes PR could be cheaper and more credible than advertising but good PR is never easy. The press simply would not write about you if you don't have new news. By new news, you have to be either the biggest, the newest, the most expensive, the
sexiest, the most daring, the most wanted or the most unusual. Going for the PR route could be more difficult or even more expensive than advertising. No such great PR angle and you have a small budget ? Let's spend the money on the basics : sampling, merchandising, sales promotions and so on. PR is more than looking for a movie to sponsor, putting a small logo in an event poster and selecting a
movie star for photo opportunities.
PR is playing a more important role in our marketing communications mix. Why ? Our A&P budgets are too small to afford us to advertise and we have to think about the cheaper alternative of PR. Yes PR could be cheaper and more credible than advertising but good PR is never easy. The press simply would not write about you if you don't have new news. By new news, you have to be either the biggest, the newest, the most expensive, the sexiest, the most daring, the most wanted or the most unusual. Going for the PR route could be more difficult or even more expensive than advertising. No such great PR angle and you have a small budget ? Let's spend the money on the basics : sampling, merchandising, sales promotions and so on. PR is more than looking for a movie to sponsor, putting a small logo in an event poster and selecting a movie star for photo opportunities.
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