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Forbes - How to hire a PR firm
I finally got around to reading this article in Forbes by PR pro Robert Wynne. It’s good stuff overall, but as you can expect, I’ve got a couple of beefs with it.
How To Hire A Public Relations Firm - Smart PR can deliver huge bang for your marketing buck.
For starters, he refers to an old friend who’s a former ad guy with the L.A. Times who claims the “earned media” value (editorial placement) versus “paid media” (advertisement) is five times more. I’ve always heard three, but the point is baseless. This article, like those before it, never backs up their claim with empirical data. There’s no doubt that editorial content is given greater credibility, but the proofs not only in the placement, but also in what the reader did with the information. If the piece did nothing to improve the awareness and buying habits of the audience, what difference does it make to its value?
Second, Robert talks about pricing in his article. I applaud him for that - most PR agency professionals shy away from it. Moreover, his numbers are fairly accurate. However, he needs to advocate for firms that put their money where their mouth is by operating under a performance-based fee structure. Businesses can and should demand a return for such an investment, regardless of the actual fee.
Agree or disagree, I welcome all comments!
How To Hire A Public Relations Firm - Smart PR can deliver huge bang for your marketing buck.
For starters, he refers to an old friend who’s a former ad guy with the L.A. Times who claims the “earned media” value (editorial placement) versus “paid media” (advertisement) is five times more. I’ve always heard three, but the point is baseless. This article, like those before it, never backs up their claim with empirical data. There’s no doubt that editorial content is given greater credibility, but the proofs not only in the placement, but also in what the reader did with the information. If the piece did nothing to improve the awareness and buying habits of the audience, what difference does it make to its value?
Second, Robert talks about pricing in his article. I applaud him for that - most PR agency professionals shy away from it. Moreover, his numbers are fairly accurate. However, he needs to advocate for firms that put their money where their mouth is by operating under a performance-based fee structure. Businesses can and should demand a return for such an investment, regardless of the actual fee.
Agree or disagree, I welcome all comments!
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