Re: ONLINE-ADS>> PR releases on the web

ASKMGMT_at_aol.com
Thu, 27 Feb 1997 08:53:08 -0500 (EST)

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There are intrinsic values of PR relative to Advertising. A good
comprehensive PR plan can gain a tremendous amount of awareness value for one
tenth of the cost of an advertisement.

However, one of the flaws that I have been reading is that people want to do
their own press releases because it saves money. While writing the press
release yourself does indeed save money, the real expense in pr is not the
writing of the release. The expense is doing the follow up work to gain the
placements. Just mailing a release doesn't generally get many placements,
and those few are broad-based and not against a specific target.

PR is far less expensive than Advertising, when the right targeted
placements are gained and a comprehensive program is used. A variety of
tactics are used in PR, not just sending out releases. I would suggest that
anyone considering using PR as part of their marketing mix should at least
review the real tactics and benefits before spending their own hard earned
time and money on a few letters.

Adrienne Kramer
ASK Management
ASKMgmt_at_aol.com
Management Consultants in Marketing and Communications

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