One of my guiding principles of PR is to constantly question whether all press is good press and whether each media outreach effort is worth the return we’ll see from it. I feel strongly that PR should as directly as possible support the business goals for the client, which is usually to sell more of something or get the attention of a potential new client.
For example, if the client is a construction firm that builds cool-storage warehouses, do they care if my elderly grandmother reads about them in her small local community paper? Sure, the paper has a circulation of 10,000 people, but how many of those eyeballs are peering out of the heads of people who have the authority, funds or need to hire a construction firm to build a cool-storage warehouse? Likely not many. read more …
on Aug 18 in The Coop Scoop tagged
