PRODUCERS NEED MEDIA EXPOSURE
Because of constant change and information overload, producers need ongoing media exposure that breaks through the psychological barriers consumers erect.
Constant change has an impact on communication. Understandings and business relationships established last week, last month, or last year may no longer be valid and should be reevaluated on a regular basis.
A recent canvass of a five-month-old listing of marketing vice presidents in the state of Massachusetts revealed a 35% turnover of individuals with this title. That's only one industry in one geographic area. Consider this commonly accepted statistic in the direct-mail business: Any list has, at best, 20% inaccuracies. In this environment, keeping an accurate image in front of the intended audience requires continuous PR.
Traditional channels such as advertising, direct mail, and telemarketing are good, but they need to be augmented by PR. PR induces the public to understand the industry and builds goodwill.
Media exposure, other than paid advertising, builds credibility, thus PR. It is estimated that the typical reader/viewer gives editorial coverage about twice the validity of advertising. A news story also has a better potential of being read than an ad. Let all local radio and television stations, newspapers, and magazines know that you are in the community and you are an expert in the industry. Start with a letter that introduces yourself and includes your background - similar to a resume. Follow up with a phone call reinforcing that whenever editors need an 'expert opinion' you are available for comment. Finalize this process with a one-on-one meeting. Go to the station, newspaper, or magazine and personally introduce yourself.
Information overload has resulted from consumer bombardment. Consequently, the public has erected self-defense filters. A producer's business message must break through filters.
Break through filters with an interesting angle or new appeal to increase readership/viewership. There are many appeals that make an article newsworthy: Uniqueness, originality, human interest, proximity, sex, environmental issues, and financial ramifications are a few.
A well-run PR program can provide dividends far beyond the immediate and the obvious. However, it requires a dedication to a a long-term outlook. Then again, success seldom comes overnight. Instead of asking, 'Why do I need PR?', ask, 'Why didn't I start a PR program sooner?'