Kelly: When should people consider PR in their marketing efforts?
Elizabeth: PR should be included in every marketing plan you developfrom the very beginning of a new product being launched or a policy coming out. Use it heavily in the beginning to establish a brand, then level out over time. Its also a good tool for handling crisis down the road.
For consumer-related messages, PR really builds credibility quickly 40-50% of your budget isnt unreasonable.
Fritz: The traditional view is that product marketing should go with ads, not PRand that issues and position-related launches should use op-eds and PR. But I see it as actually the oppositefor example a good story on NPR will do more than, say, ads. Think of PR to launch a brand, and advertising to maintain it.
Kelly: What advice to you have for someone just learning about PR for their business or organization?
Fritz: PR is a process its not a one-time hit or magic bullet. Just like networking or in social experiences, it takes time to develop trust and credibility. So just one press release in a vacuum wont do it. This is really a cornerstone. One thing that really helps is planning even...
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