| 1. How
does advertising differ from public relations? An advertisement is a paid message that is inserted in a media type (magazine, newspaper, radio, TV) at a specific time. You can control the ad's content. Public relations provides a business, expert or author exposure to their target market via media attention. If we present media outlets with solid material for a story or a suitable guest for a broadcast interview, then they provide us with desired coverage. 2. Can you get me on Oprah or a feature in the New York Times? There are no guarantees in publicity, and competition is fierce for national media attention. It depends on many factors, including your platform, product or service and story angle. 3. How many placements can we get through your PR work? We cannot give you a specific number as it's not in our control. Each publicity campaign is unique. It depends on issues such as news, the time of year and your message points. 4. Do I need a Web site before I hire a public relations firm? Yes. We recommend all businesses and authors have a website. When media is interested, they will often search for you online and visit your website. 5. I didn't get any sales from my placement. Is PR worth it? Yes. Businesses should have both advertising and publicity programs set up in order to increase visibility |
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| and sales. Keep in mind publicity provides value beyond
sales numbers. For example, placements can be used in marketing material
to bolster your company's credibility. 6. It's been a month and there are no hits yet. Why is there no coverage? Publicity is not always an instantaneous turnover; it takes time to lay the foundation of a campaign. It may also take time for the media to review your press material. Some editors have contacted us months after we send out a release. 7. How can social media improve our brand recognition? We use social media to enhance or complement a publicity or branding campaign. Social networks (Facebook, Twitter and LinkedIn) are widely used by PR professionals today to post news and announcements. We recommend using social media tools as just one facet of a strategic communications plan. 8. What media outlets have you worked with?
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