| A Wisconsin entrepreneur's online offer might be | | | | - Identity branding or rebranding |
| amusing if it didn't reflect a distorted view of marketing | | | | - Message development |
| communicators. At a professional discussion area, a | | | | - Other campaign prep |
| personal care products firm owner currently proposes | | | | "In the vast majority of cases, PR pros deliver proven |
| this "challenge for public relations firms": | | | | results for companies that actually have a story to tell," |
| If you can get my product written up in the following | | | | notes a reply from Cyrus Afzali, owner of Astoria |
| newspapers, we will pay you an agreed-upon fixed | | | | Communications in Sloatsburg, NY. "The reason a lot |
| price. | | | | of companies don't get ink is quite simply because |
| A publicity vending machine, in other words, except | | | | what they have isn't interesting enough to a broad |
| that the client will deposit money after his selections | | | | audience." |
| are dispensed. Sounds like a business model inspired | | | | But the offer is to pay only for placements, so |
| by J. Wellington Wimpy of Popeye comics fame, who | | | | campaign development hours would be on spec - |
| famously said: "I would gladly pay you Tuesday for a | | | | hardly attractive bait. |
| hamburger today." | | | | But wait, there's more: |
| What flips this proposed Agreement From the World | | | | This arrangement would be very easy to track and |
| of Bizarro from comical to cautionary is the belief - not | | | | we would pay the fee the day after the article |
| confined to one Milwaukee-area business owner - that | | | | appears in print. |
| public relations = buying media coverage. In | | | | Really? Very easy to track? Let's return to the real |
| newspapers, of all places. | | | | world: |
| Look at how the question posted March 24, 2010 on | | | | - Does one paragraph in a products roundup count? |
| LinkedIn begins: | | | | - Does a quote from the owner in a news feature |
| PR firms always suggest they can get your company | | | | qualify if he comments on salon vs. DIY haircuts or |
| product published in major newspapers around the | | | | back pain? |
| USA. | | | | - How about a product photo with just a caption? |
| Really? In what alt.universe? | | | | Or, as independent PR practitioner Amanda Cooper of |
| As any reputable PR firm or adviser would say at the | | | | Victoria, British Columbia, suggests in a LinkedIn reply: |
| first discussion, media relations is just one tactic -- an | | | | Some people think that any publicity is good publicity. I |
| increasingly less important one -- of strategic marketing | | | | say "be careful what you wish for." I am curious as to |
| communications. | | | | what would happen if a P.R. professional took you up |
| Editorial placements in newspapers generally are far | | | | on your offer and an uncomplimentary write-up |
| from the main objective in an era when consumer and | | | | happened. Does the P.R. pro still get paid? |
| B2B buying decisions are influenced more heavily by | | | | And hold on again: Even if a hungry bottom feeder |
| online reviews, searches, blogs and social media. SEO, | | | | bites and even if positive coverage is earned, what is |
| blogger relations and social media engagement are | | | | gained? |
| more important than getting one reporter at a time to | | | | Here's how account executive Mary A. Burns at |
| mention a company or product. | | | | Group 55 Marketing in Detroit puts it in her forum |
| "This is a very superficial approach to building and | | | | response: |
| sustaining your corporate image," comments Jed | | | | You will need more coverage than a simple article |
| Nitzberg, owner of Flashlight Marketing | | | | and... you will surely want to control how your brand is |
| Communications of Marietta, Ga., in response to the | | | | handled. What value will your company/product gain? |
| posting. "No serious professional would do this type of | | | | How else can this goal be accomplished?... Clearly |
| 'pay for play" model. And anyone who 'guarantees' | | | | defining your goals up front will allow for the |
| coverage is blowing smoke up your you-know-what." | | | | development of a strategic -- and effective -- media |
| Moreover, before an agency could attempt to earn | | | | marketing plan. |
| meaningful coverage for the Wisconsin prospect's | | | | Bottom line: I can't imagine who'd nibble at this pay-per |
| home-haircutting appliance or "spinal care system," its | | | | article Automat offer. |
| team would develop points of distinction and | | | | Takeaway: This invitation for a piecework proposal is |
| newsworthy pitches based on: | | | | a reminder of our profession's need to demonstrate |
| - Market research | | | | the value proposition of strategic public relations. |
| - Competitive analysis | | | | There's no publicity-dispensing lever or button. |
| - Industry best practices | | | | |