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| Mar 30, 2007 6:17 am |
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re: re: re: Media Publicity Stunt |
Denise Michaels
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Ron wrote:
DM = PWND ?
(ha ha - don't get mad)
DMM: I'm smiling over here. No biggie.
For small business owners I think there is something to be said for having the ability to move quickly. And yes, there has to be a clearly stated objective, a path and a ROI. However book publishers use PR as much if not more than any other industry and even they will admit there's really no proven way to measure the value of PR that's totally accurate. Believe me, I've talked with publishers at Simon and Schuster, Harper Collins and others and they don't want to admit it right off the bat - but buy 'em a couple martinis and it all spills out.
On a related subject...
I met someone at a networking meeting when I was doing freelance copywriting a l-o-n-g time ago. He wanted me to write a media release and get it out. He told me, "Denise, we want a feature length article in the Sunday business section on the front page - top of the fold." They were a computer training school. I got it for them. The reporter came out. Took pictures. Great articles with two pictures in four-color format. Less than a month later.
They were flooded with calls - but they were from individuals and they wanted calls from corporations. What they offered was packaged for corporations as their customers. So, in that instance - the customer wasn't happy. Because even though I got them the exact result they asked for - their objective probably should've been to be in the local Business Journal or another more corporate focused publication. I learned a valuable lesson from that experience.
All the best,
Denise Michaels
Author, "Testosterone-Free Marketing"
Visit me online at http://www.MentoringwithDenise.com Private Reply to Denise Michaels (new win) |
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